2025 Developments
In 2025, toys and games in South Korea delivered 5% growth, notably outpacing recent volatility and contrasting with more moderate expansion seen elsewhere in Asia Pacific. This environment stands out for its overwhelming concentration in video games, while traditional toys and games face headwinds from record-low fertility and a shrinking child base. Despite these demographic pressures, the landscape remains highly attractive, fuelled by an engagement-driven digital ecosystem, a premiumisation trend in physical products, and a pronounced pivot towards adult collectors and recurring digital spend. Companies that prioritise retention, live-service experiences, personalisation, and innovative monetisation are well-positioned to capture value, while brands in traditional toys and games find growth by ageing up their IP, leveraging scarcity, and focusing on high-value, collectible formats. Success within toys and games in South Korea increasingly depends on deepening engagement with a committed consumer core, deploying omnichannel and experiential strategies, and elevating value per buyer as volume-based growth becomes structurally constrained.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in South Korea with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in South Korea, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in South Korea report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in South Korea?
- Which are the leading brands in Toys and Games in South Korea?
- How are products distributed in Toys and Games in South Korea?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in South Korea?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in South Korea
2025 Developments
Key Data Insights
Nexon Leverages Live Services to Drive Recurring Digital Spend
Samg Entertainment Repositions Dolls for Adult Collectors Amid Birth-Rate Crisis
Scarcity, Surprise and Premium Ip Reshape Toy Market Growth
Video Games Remain Primary Value Driver
Digital Ecosystems and Personalised Experiences to Shape Future Growth
Nexon Extends Its Lead as Market Concentration Increases
Samg and Digital Innovation Drive Engagement across Toys and Games
Digital Games Fuel E-Commerce While Offline Retail Remains Relevant for Traditional Toys and Games
Gacha Shops and Pop Ups Redefine Toy Retail
Traditional Toys and Games in South Korea
Key Data Insights
Traditional Toys and Games Summary
Samg Transforms Nostalgia into Premium Collectibles for Adult Fans
Choirock Uses Pop-Up Events and Limited Drops to Boost Impulse Buying
Gacha Shops Expand Randomised Collectibles, Driving Frequent Repeat Purchases
Lego Attracts Adult Collectors as Construction Leads Future Growth
Bandai Leverages Experiential Retail to Drive Repeat Purchases
Brands Adapt to a Wider and More Mature Consumer Base
Lego Maintains Leadership in a Fragmented Market
Toy Launches Increasingly Target Collectors and Adult Fans
Hybrid Retail Models Reshape Consumer Engagement and Discovery
Gacha Shops and E-Commerce Strengthen Engagement and Purchasing Frequency
Innovation Trends Transforming Toys and Games
Connected Play and Fan Ecosystems Bring Competitive Advantage
Business Impact of Product Innovation
Video Games in South Korea
Key Data Insights
Video Games Summary
South Korea’S Video Games Market Grows through Retention Rather Than New Players
Nintendo Switch 2 Drives a Hardware-Led Revival in South Korea
Krafton’S Inzoi Leverages Ai to Expand Global Engagement
Engagement-Led Growth Will Drive the Market
Software, Ai, and Digital Ecosystems Will Shape Future Value
Nexon Expands Its Lead as Rivals Consolidate around Core Players
Krafton and Nintendo Set New Benchmarks for Innovation and Engagement
Digital Storefronts Lead as Video Games Retail Becomes Digital-First
Experiential Retail Strengthens Fandom and Brand Engagement
Country Reports Disclaimer
The following categories and subcategories are included:
Toys and Games
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- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Toys and Games
This is the aggregation of traditional toys and games and video games.
See all of our definitionsWhy buy this report?
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This report originates from Passport, our Toys and Games research and analysis database.
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