Toys and Games in Thailand

June 2022
USD 2,450
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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 2016-2021 Table 2 Sales of Toys and Games by Category: % Value Growth 2016-2021 Table 3 NBO Company Shares of Toys and Games: % Value 2017-2021 Table 4 LBN Brand Shares of Toys and Games: % Value 2018-2021 Table 5 Distribution of Toys and Games by Format: % Value 2016-2021 Table 6 Forecast Sales of Toys and Games by Category: Value 2021-2026 Table 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 2016-2021 Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2016-2021 Table 10 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2016-2021 Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2017-2021 Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2018-2021 Table 13 Distribution of Traditional Toys and Games by Format: % Value 2016-2021 Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2021-2026 Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2021-2026 Table 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 2016-2021 Table 18 Sales of Video Games by Category: % Value Growth 2016-2021 Table 19 NBO Company Shares of Video Games: % Value 2017-2021 Table 20 LBN Brand Shares of Video Games: % Value 2018-2021 Table 21 NBO Company Shares of Video Games Hardware: % Value 2017-2021 Table 22 LBN Brand Shares of Video Games Hardware: % Value 2018-2021 Table 23 NBO Company Shares of Video Games Software: % Value 2017-2021 Table 24 Distribution of Video Games by Format: % Value 2016-2021 Table 25 Distribution of Video Games Hardware by Format: % Value 2016-2021 Table 26 Distribution of Video Games Software by Format: % Value 2016-2021 Table 27 Distribution of Video Games Software (Physical) by Format: % Value 2016-2021 Table 28 Distribution of Video Games Software (Digital) by Format: % Value 2016-2021 Table 29 Forecast Sales of Video Games by Category: Value 2021-2026 Table 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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  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This report originates from Passport, our Toys and Games research and analysis database.

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