Toys and Games in Singapore

COVID-19 impact on toys and games

In 2019, prior to the COVID-19 outbreak, the lowering birth rate in Singapore continued to impact traditional toys and games to the extent that baby and infant and pre-school toys and games were seeing slower and negative growth, respectively. Thus, manufacturers targeting this demographic segment were needing to adjust to reduced demand due to having a smaller pool of consumers given the shrinking population.

COVID-19 country impact

On 7 April, Singapore implemented its Circuit Breaker (CB) measures, under which people were only allowed to go out for essential shopping, such as groceries, and exercise, and only essential businesses, eg grocery stores, markets, selective restaurants for takeaway only, government bodies and infrastructure-related businesses, remained open. The authorities announced that, without any unforeseen spikes, CB was scheduled to be lifted on 1 June.

Both licensed and classic toys drive growth in the industry in 2019

Licensing in toys and games continued to play a pivotal role in driving the Singaporean toys and games market in 2019. The appeal of known characters from movies, TV shows and now web series not only adds value to the purchase but also helps drive value sales.

E-commerce maintains the fastest growth in 2019, driven by demand for video games and traditional toys and games through this channel

E-commerce remained the fastest-growing channel across video games as well as traditional toys and games in 2019. Within video games, e-commerce remains the leading distribution channel and is set to record high growth due to rising popularity of digital video games software and mobile gaming.

Video games set to benefit the most from Singapore’s strong digital landscape and infrastructure and children’s early access to technology

Singapore boasts a strong digital landscape with high internet penetration rates with 90% of the population using the internet in 2019 and 75% of households owning a smartphone. Supported by a strong infrastructure that enables connectivity both within homes and outside, and an increasing number of children gaining access to hand-held devices at a young age, it comes as no surprise that young children are spending more time on the screen and away from outdoor play.

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