2025 Developments
Toys and games in Taiwan demonstrated robust momentum in 2025, with value reaching TWD77,012 and growth of 9% in current terms, exceeding the pace of economic expansion and setting the benchmark for digital-led transformation in Asia Pacific. The landscape is defined by the dominant role of video games, which capture the overwhelming majority of value and achieved 10% growth, propelled by mobile-first, live-service business models and the rapid shift to digital storefronts, recurring purchases, and localised payment solutions. While the population is gradually shrinking, higher per capita spending and a clear move towards premium, design-led and collectible purchases in traditional toys and games, driven by adult collectors and mindful parents, underscore the attractiveness of this space for brands that can adapt to values-driven, omnichannel strategies. Businesses that succeed in Taiwan will be those that invest in digital scale, seamless payment integration, premium limited-edition launches, and strong IP or educational credentials, as digital habits reshape discovery, purchase, and brand loyalty.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Taiwan 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 Taiwan, 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 Taiwan 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 Taiwan?
- Which are the leading brands in Toys and Games in Taiwan?
- How are products distributed in Toys and Games in Taiwan?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Taiwan?
- 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 Taiwan, China
2025 Developments
Key Data Insights
Mobile-First Spending Transforms Digital Entertainment and Eclipses Physical Play
Supercell Converts Mobile Gamers into Frequent Spenders with Live Services
Pop Mart’S Labubu and Plantoys Reshape Demand through Emotion and Trust
Mobile Game Publishers Anticipated to Drive Double-Digit Growth with Live Services
Adult Collectors and Mindful Parents Expected to Reshape Premium Toy Demand
Digital Discovery and Local Payment Set to Transform Purchase and Loyalty
Nintendo Phuten Co Ltd and Epic Games Inc Sustain Leadership as Collectible Launches Fuel Premium Play
Digital Storefronts Drive Video Games Sales as E-Commerce Outpaces Physical Retail
Pop Mart’S Roboshops and Brand Pop-Ups Blend Experience and Scarcity to Drive Demand
Drop Mechanics and Experiential Retail Steer Innovation
Nintendo Switch 2 and Labubu Secret Editions Highlight Recent Innovation
Business Impact Concentrates Value and Reshapes Retail
Traditional Toys and Games in Taiwan, China
Key Data Insights
Traditional Toys and Games Summary
Lego Drives Premium Play for Adults as Child Population Shrinks
Plantoys and Transparent Safety Standards Win Trust with Values-Led Families
Adult Collectors and Kidult Demand Anticipated to Reshape Premium Toy Sales
Plantoys and Transparent Safety Standards Expected to Drive Values-Led Purchasing
Lego Hong Kong Ltd and Bandai (Taiwan)?Co Ltd Reinforce Collector Leadership as Shares Remain Concentrated
Pop Mart’S Roboshops Blend Physical Experience with Digital Hype
Pop Mart's Roboshops Blend Physical Experience with Digital Hype
Display-Grade Design and Sustainable Materials Steer Innovation
Pop Mart and Plantoys Exemplify Recent Product Innovation
Business Impact Concentrates Value in Premium and Trusted Formats
Video Games in Taiwan, China
Key Data Insights
Video Games Summary
Soft Star and Mad Head Shift Play to Digital Storefronts
Supercell Drives Recurring Spend through Battle Pass Innovation
Nintendo’S Switch 2 Rally Highlights Premium Hardware Loyalty
Mobile Publishers Expected to Convert Casual Players into Frequent Spenders with Live-Service Models
Recurring Digital Spend in Software Set to Outpace Hardware as Access Broadens
Frictionless Digital Access and Localised Content Anticipated to Shape Future Monetisation Strategies
Nintendo Phuten Co Ltd Leverages Hybrid Hardware Launch to Anchor Premium Demand
App Stores and Console Storefronts Shift Software Sales Online
Digital Payment Habits Drive Recurring Spend on In-Game Content
Franchise Extensions and Localised Content Drive Innovation
Soft Star and Mad Head Illustrate Localised Digital-First Innovation
Business Impact Rebalances Revenue toward Recurring Spend
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.
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This report originates from Passport, our Toys and Games research and analysis database.
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