Toys and Games in Thailand

COVID-19 impact on toys and games

Toys and games in Thailand maintained current value growth in 2020, although the rate of increase was slower than in any other year of the review period. With the arrival of COVID-19 in the country, a lockdown was implemented to try and stop the spread of the virus.

COVID-19 country impact

On 13 January 2020, Thailand became the first country outside of China to confirm a case of COVID-19. The first case involving local transmission of the virus was reported on 31 January.

Company response

Toys and games continued to be led by players in video games software in 2020, with Garena Online (Thailand) maintaining a healthy lead, and remaining the only player to hold a double-digit value share in a relatively fragmented industry. The leading player in traditional toys and games, Hasbro (Thailand), was only in fifth place in overall toys and games in 2020, falling from fourth the previous year, and saw a further decline in its value share due to the poor performance of traditional toys and games compared with video games.

Retailing shift

Distribution channels differ significantly between traditional toys and games and video games. In video games, the majority sales were already via e-commerce even before 2020, due to the high share of digital video games software, although this channel did see a further slight increase in this year.

What next for toys and games?

Current value growth in toys and games is set to rebound in 2021, with an increase similar to that seen in the review period. However, growth in traditional toys and games is expected to be slower than pre-pandemic.

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