2025 Developments
Toys and games in Thailand recorded robust growth in 2025, with value rising by 8% year-on-year to THB80,112 million, outpacing broader consumer spending trends and outperforming many regional peers. The environment is attractive for brands, as expansion is fuelled by rising discretionary spending, strong engagement from adult collectors and a shift towards premium and experiential offerings, even as the population stagnates. Success increasingly depends on capturing digital-first demand for video games and leveraging omnichannel strategies for traditional toys and games, particularly in adult-driven collectables, experiential retail and products with sustainability or wellbeing credentials. Brands that focus on hybrid retail experiences, recurring digital monetisation and community-led engagement are best positioned to benefit from evolving purchasing patterns, as consumer willingness to pay shifts from volume towards exclusivity, meaning and emotional connection.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Thailand 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 Thailand, 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 Thailand 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 Thailand?
- Which are the leading brands in Toys and Games in Thailand?
- How are products distributed in Toys and Games in Thailand?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Thailand?
- 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 Thailand
2025 Developments
Key Data Insights
Traditional Toys and Games Leads Category Growth in Thailand
Labubu’S Success Drives Pop Mart to Leadership through Adult Collectors
Plantoys Repositions Play as a Tool for Wellbeing and Learning
Recurring Digital Spend and Adult Collectables to Reshape Value Creation
Omnichannel Strategies to Drive Repeat Purchases and Premiumisation
Sea Ltd Leverages Digital Spending to Maintain Lead
Nintendo Switch 2 Targets Adult Collectors and Gamers
Retail E-Commerce and Social Commerce Transform the Path to Purchase
Hybrid Retail Drives Collectables Growth
Blind-Box Mechanics and Ip Portfolios Drive Collectable Innovation
Live-Service Models and Embedded Payments Reshape Video Game Innovation
Purpose-Led Design Extends Traditional Toys beyond Children
Traditional Toys and Games in Thailand
Key Data Insights
Traditional Toys and Games Summary
Pop Mart, Bandai and Lego Accelerate Value through Live Selling and Social Drops
Dolls and Accessories Leap Ahead as Demand for Collectables Surges
Plantoys Redefines Play as Mindful and Sustainable for All Ages
Rising Adult Collectors Set to Redefine Thailand’S Toy Industry
Social Commerce and Shoppertainment to Drive Engagement and Sales
Pop Mart Captures Leadership as Kidult Demand Transforms Competition
Lego Expands Reach with Innovative Launches and Retailtainment
Kidult Spending Shifts Offline Stores to Experiential Hubs
Tiktok Shop and Shopee Drive Online Sales with Live Streaming
Ip-Led Design and Age-Agnostic Products Redefine Traditional Toys
Lego's Botanical Range and Pop Mart's Character Ips Set New Product Benchmarks
Premiumisation Raises Margins and Reduces Dependence on Volume Growth
Video Games in Thailand
Key Data Insights
Video Games Summary
Platform Owners Deepen Player Loyalty by Anchoring Digital Spend
Video Games Software Leads Value Sales While Hardware Stagnates
Payment Localisation Unlocks Digital Spend among Cash-Based Players
Local Payment Options to Drive Recurring Spend Growth
Video Games Software Set to Outperform Video Games Hardware
Sea Ltd Extends Digital Engagement Lead as Rivals Focus on Live Services
Digital Storefronts Capture Nearly All Software and In-Game Spend
Hardware Refreshes Target Upgraders in a Mobile-First Market
Live-Service Content Design Anchors Long-Term 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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