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Toys and Games in Thailand
June 2022
Toys and games in 2021: The big picture
Video games continued to significantly outperform traditional toys and games during 2021. However, the performance gap between the two narrowed somewhat, with demand for traditional toys and games benefitting from the easing of lockdown restrictions, as most local consumers continue to prefer to purchase these products in person.
2021 key trends
Apart from the pandemic, demographic factors are also a negative on demand for traditional toys and games. Thailand’s birth rate declined steadily over the course of the review period, leading to a decrease in the number of children aged 0-14 years.
Competitive landscape
Hasbro (Thailand) maintained its lead in traditional toys and games in value terms in 2021, thanks to its offer of a range of well-known licensed products and brands, such as Transformers, Avengers and Star Wars. However, it’s value share has declined since the onset of the pandemic due to its strong presence in action figures and accessories, which was hit particularly hard by COVID-19.
Retailing developments
E-commerce is now established as a mainstream distribution channel for traditional toys and games, but it lost retail value share in 2021 due to the easing of pandemic restrictions. Many parents and children prefer the experience of going to stores and reviewing the toys on the shelves before buying, checking features, making comparisons, handling the toys, checking their quality and seeing how they work, in addition to enjoying the instant gratification that an in-person purchase can bring.
What next for toys and games?
The rate of growth in retail constant value sales of traditional toys and games will accelerate sharply in 2022 and remain robust throughout the forecast period. They will surpass their pre-pandemic peak in 2023.
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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
EXECUTIVE SUMMARY
Toys and games in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for toys and games?
MARKET DATA
Table 1 Sales of Toys and Games by Category: Value 2016-2021Table 2 Sales of Toys and Games by Category: % Value Growth 2016-2021Table 3 NBO Company Shares of Toys and Games: % Value 2017-2021Table 4 LBN Brand Shares of Toys and Games: % Value 2018-2021Table 5 Distribution of Toys and Games by Format: % Value 2016-2021Table 6 Forecast Sales of Toys and Games by Category: Value 2021-2026Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Traditional Toys and Games in Thailand
KEY DATA FINDINGS
2021 DEVELOPMENTS
With COVID-19 still a significant threat, demand remains relatively subdued
Demand for construction and scientific/educational continues to be supported by pandemic restrictions
Leader Hasbro hit by weaker demand for action figures and accessories
PROSPECTS AND OPPORTUNITIES
Rebound will accelerate as COVID-19 restrictions are eased
As the birth rate continues to decline, kidults will become increasingly important as a source of demand
Most local consumers will continue to prefer the in-store shopping experience
CATEGORY DATA
Table 8 Sales of Traditional Toys and Games by Category: Value 2016-2021Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2016-2021Table 10 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2016-2021Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2017-2021Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2018-2021Table 13 Distribution of Traditional Toys and Games by Format: % Value 2016-2021Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2021-2026Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2021-2026Table 16 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2021-2026
Video Games in Thailand
KEY DATA FINDINGS
2021 DEVELOPMENTS
For most Thais, mobile games are video games
Interest in static consoles largely remains limited to affluent young males
Game makers tap local celebrities as they seek to stand out in an increasingly crowded field
PROSPECTS AND OPPORTUNITIES
The dominance of mobile gaming will deepen
Physical media will continue to slide towards obsolescence
Localisation will be a key battleground
CATEGORY DATA
Table 17 Sales of Video Games by Category: Value 2016-2021Table 18 Sales of Video Games by Category: % Value Growth 2016-2021Table 19 NBO Company Shares of Video Games: % Value 2017-2021Table 20 LBN Brand Shares of Video Games: % Value 2018-2021Table 21 NBO Company Shares of Video Games Hardware: % Value 2017-2021Table 22 LBN Brand Shares of Video Games Hardware: % Value 2018-2021Table 23 NBO Company Shares of Video Games Software: % Value 2017-2021Table 24 Distribution of Video Games by Format: % Value 2016-2021Table 25 Distribution of Video Games Hardware by Format: % Value 2016-2021Table 26 Distribution of Video Games Software by Format: % Value 2016-2021Table 27 Distribution of Video Games Software (Physical) by Format: % Value 2016-2021Table 28 Distribution of Video Games Software (Digital) by Format: % Value 2016-2021Table 29 Forecast Sales of Video Games by Category: Value 2021-2026Table 30 Forecast Sales of Video Games by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Toys and Games
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
Hand-Held Consoles
Static Consoles
AR/VR Headsets
Computer Games (Physical)
Console Games (Physical)
Computer Games (Digital)
Console Games (Digital)
Online Games
Mobile Games
Console Games (Physical)
Console Games (Digital)
Computer Games (Physical)
Computer Games (Digital)
Online Games
Mobile Games
Computer Games (Game Sales)
Console Games (Game Sales)
Online Games (Game Sales)
Mobile Games (Game Sales)
Computer Games (In-Game Purchases)
Console Games (In-Game Purchases)
Online Games (In-Game Purchases)
Mobile Games (In-Game Purchases)
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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