Toys and Games in Thailand

COVID-19 impact on toys and games

Toys and games is expected to see just a slightly slower growth rate than previously anticipated in 2020, due to COVID-19. This will mainly be due to the slowdown in demand for traditional toys and games, as video games is expected to see a stable performance compared with the original forecast.

COVID-19 country impact

All non-essential establishments in Thailand were closed from 21 March 2020, with only takeaway and delivery allowed from foodservice outlets. A cross-border travel ban was put in place, with the exception of diplomats, work permit holders, those working in the transporting of goods, as well as those with express permission of the Prime Minister to enter the country.

Growth continues despite falling birth rate, as disposable incomes rise

Toys and games maintained strong current value growth in 2019, with video games remaining the strongest driver of growth and accounting for the highest sales, although traditional toys and games also saw a strong increase. This was a particularly strong performance, given that the birth rate in Thailand is declining and the number of children aged 0-14 continued to fall.

Players in video games maintain their lead

Garena Online (Thailand) retained a healthy lead in toys and games in 2019, and remained the only player to hold a double-digit value share in a relatively fragmented market. The company also led video games and increased its share in 2019, benefiting from strong demand for online and mobile games.

Education and play move to the digital world

Overall toys and games is only expected to see a minor drop in demand in 2020 due to COVID-19, and growth is expected to normalise from 2021. As in the review period, video games is expected to see the most dynamic performance, as the digitalisation of play and education is being seen both in Thailand and globally.

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