Toys and Games in Thailand

Toys and games sees a strong performance in Thailand

Retail value sales of toys and games recorded robust growth in 2017. Value sales of video games were higher than those of traditional toys and games for the fourth consecutive year, due to the ongoing proliferation of online and mobile games in Thailand.

Robust growth in video games is attributed to Thailand’s digital landscape

The population in Thailand is becoming increasingly connected in terms of consumer electronics, technology and social media – this phenomenon is especially apparent amongst millennials. The penetration of smartphones is incredibly high in Thailand, and although the penetration of tablets is not as strong, it is on a rising trend.

Innovation is key to the growth of toys and games

The ability of manufacturers of toys and games to consistently design more creative and engaging products is a key element to ensure strong growth. A factor which explains the strong growth of video games is the more aggressive undertaking by players within the gaming industry to develop a wide variety of games that will attract Thai consumers.

International players continue to lead toys and games

The competitive landscape in toys and games remained somewhat fragmented in 2017, with international players accounting for the lion’s share of sales. Sony Thai, Wangdek Toysland Co (Mattel) and BANDAI NAMCO Group are amongst the top players.

Strong growth in video games leads to strong growth in internet retailing

Innovation and greater competition within video games, especially online games, mobile games and gaming accessories, will alter the distribution landscape in toys and games in Thailand. Internet retailing was by far the leading distribution channel in 2017, and will continue to be the primary means through which consumers purchase games, especially as video games hardware such as hand-held consoles and physical video games decline.

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