Executive Summary

Jun 2019
The growth rate of toys and games slows down in 2018

Toys and games continued to increase in current value terms in 2018, due to growth in both traditional toys and games and video games. Although the latter saw a much stronger performance, both categories saw slower growth in 2018 than in the previous year.

The lower birth rate is expected to continue

South Korea is facing the major challenge of a lower birth rate; this was one of the main factors hampering growth in 2018. According to Korea Statistics, the birth rate was 0.

NCsoft Corp retakes the lead in toys and games

NCsoft Corp led toys and games until 2014, when it was overtaken by Netmarble Games Corp; however, in 2018 NCsoft Corp retook the lead. Both these players are present in video games.

The dominance of internet retailing in toys and games

The share of internet retailing increased once again in toys and games in 2018; dominating distribution. A rise in the share of internet retailing was seen in traditional toys and games, whilst although the value share of internet retailing within video games remained similar to the previous year, the channel accounted for nearly all sales.

Slower growth is expected in the forecast period

Toys and games is expected to see a slower current value CAGR over the forecast period than was seen in the review period. Growth in traditional toys and games will be hampered by the declining number of new-born babies, partly due to the declining marriage rate because of slower economic growth.

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Toys and Games in South Korea

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Overview

Discover the latest market trends and uncover sources of future market growth for the Toys and Games industry in South Korea with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Toys and Games industry in South Korea, our research will save you time and money while empowering you to make informed, profitable decisions.

The Toys and Games in South Korea market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values and company shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Toys and Games in South Korea?
  • What are the major companies South Korea?
  • How was toys and games affected by the global recession?
  • Which product categories performed best in the last year?
  • What are the new any safety regulations affecting the industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Toys and Games market research database.

Toys and Games in South Korea

EXECUTIVE SUMMARY

The growth rate of toys and games slows down in 2018
The lower birth rate is expected to continue
NCsoft Corp retakes the lead in toys and games
The dominance of internet retailing in toys and games
Slower growth is expected in the forecast period

MARKET DATA

Table 1 Sales of Toys and Games by Category: Value 2013-2018
Table 2 Sales of Toys and Games by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Toys and Games: % Value 2014-2018
Table 4 LBN Brand Shares of Toys and Games: % Value 2015-2018
Table 5 Distribution of Toys and Games by Format: % Value 2013-2018
Table 6 Forecast Sales of Toys and Games by Category: Value 2018-2023
Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Traditional Toys and Games in South Korea

HEADLINES

PROSPECTS

Intensifying competition in licensing
The lower birth rate is expected to continue
The expanding presence of internet retailing

COMPETITIVE LANDSCAPE

Company acquisitions lead to uncertainty
Young Toys maintains its lead despite a slight share decline
LEGO continuously loses share

CATEGORY DATA

Table 8 Sales of Traditional Toys and Games by Category: Value 2013-2018
Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2013-2018
Table 10 Sales of Traditional Toys and Games by Demographic: % Value 2013-2018
Table 11 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2013-2018
Table 12 Sales of Traditional Toys and Games by Electronic vs Non-Electronic: % Value 2013-2018
Table 13 NBO Company Shares of Traditional Toys and Games: % Value 2014-2018
Table 14 LBN Brand Shares of Traditional Toys and Games: % Value 2015-2018
Table 15 Distribution of Traditional Toys and Games by Format: % Value 2013-2018
Table 16 Forecast Sales of Traditional Toys and Games by Category: Value 2018-2023
Table 17 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2018-2023
Table 18 Forecast Sales of Traditional Toys and Games by Demographic: % Value 2018-2023
Table 19 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2018-2023

Video Games in South Korea

HEADLINES

PROSPECTS

Nintendo Switch and 5G to accelerate growth in video games hardware
Digital software drives growth in video games software
Internet retailing remains the dominant distribution channel

COMPETITIVE LANDSCAPE

Nintendo of Korea Co maintains its lead in video games hardware
NCsoft retakes the lead in video games software
Concentration in toys and games

CATEGORY DATA

Table 20 Sales of Video Games by Category: Value 2013-2018
Table 21 Sales of Video Games by Category: % Value Growth 2013-2018
Table 22 NBO Company Shares of Video Games: % Value 2014-2018
Table 23 LBN Brand Shares of Video Games: % Value 2015-2018
Table 24 NBO Company Shares of Video Games Hardware: % Value 2014-2018
Table 25 LBN Brand Shares of Video Games Hardware: % Value 2015-2018
Table 26 NBO Company Shares of Video Games Software: % Value 2014-2018
Table 27 LBN Brand Shares of Video Games Software: % Value 2015-2018
Table 28 Distribution of Video Games by Format: % Value 2013-2018
Table 29 Distribution of Video Games Hardware by Format: % Value 2013-2018
Table 30 Distribution of Video Games Software by Format: % Value 2013-2018
Table 31 Distribution of Video Games Software (Physical) by Format: % Value 2013-2018
Table 32 Distribution of Video Games Software (Digital) by Format: % Value 2013-2018
Table 33 Forecast Sales of Video Games by Category: Value 2018-2023
Table 34 Forecast Sales of Video Games by Category: % Value Growth 2018-2023