Competitive Landscape
Lego Hong Kong Ltd and Bandai (Taiwan)?Co Ltd Reinforce Collector Leadership as Shares Remain Concentrated
Traditional toys and games in Taiwan remained moderately concentrated in 2025, with the competitive landscape anchored by a small group of leading players. The top two companies, LEGO Hong Kong Ltd and Bandai (Taiwan) Co Ltd, together accounted for 42% of retail value share, with LEGO holding 22% and Bandai at 19%.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Taiwan 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.
If you're in the Traditional Toys and Games industry in Taiwan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Traditional Toys and Games in Taiwan 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 Traditional Toys and Games in Taiwan?
- Which are the leading brands in Traditional Toys and Games in Taiwan?
- How are products distributed in Traditional Toys and Games in Taiwan?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Taiwan?
- 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?
Traditional Toys and Games in Taiwan, China - Category analysis
Key Data Insights
Traditional Toys and Games Summary
Lego Drives Premium Play for Adults as Child Population Shrinks
Plantoys and Transparent Safety Standards Win Trust with Values-Led Families
Adult Collectors and Kidult Demand Anticipated to Reshape Premium Toy Sales
Plantoys and Transparent Safety Standards Expected to Drive Values-Led Purchasing
Lego Hong Kong Ltd and Bandai (Taiwan)?Co Ltd Reinforce Collector Leadership as Shares Remain Concentrated
Pop Mart’S Roboshops Blend Physical Experience with Digital Hype
Pop Mart's Roboshops Blend Physical Experience with Digital Hype
Display-Grade Design and Sustainable Materials Steer Innovation
Pop Mart and Plantoys Exemplify Recent Product Innovation
Business Impact Concentrates Value in Premium and Trusted Formats
Toys and Games in Taiwan, China - Industry Overview
2025 Developments
Key Data Insights
Mobile-First Spending Transforms Digital Entertainment and Eclipses Physical Play
Supercell Converts Mobile Gamers into Frequent Spenders with Live Services
Pop Mart’S Labubu and Plantoys Reshape Demand through Emotion and Trust
Mobile Game Publishers Anticipated to Drive Double-Digit Growth with Live Services
Adult Collectors and Mindful Parents Expected to Reshape Premium Toy Demand
Digital Discovery and Local Payment Set to Transform Purchase and Loyalty
Nintendo Phuten Co Ltd and Epic Games Inc Sustain Leadership as Collectible Launches Fuel Premium Play
Digital Storefronts Drive Video Games Sales as E-Commerce Outpaces Physical Retail
Pop Mart’S Roboshops and Brand Pop-Ups Blend Experience and Scarcity to Drive Demand
Drop Mechanics and Experiential Retail Steer Innovation
Nintendo Switch 2 and Labubu Secret Editions Highlight Recent Innovation
Business Impact Concentrates Value and Reshapes Retail
Country Reports Disclaimer
The following categories and subcategories are included:
Traditional 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
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy buy this report?
- 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 Traditional Toys and Games research and analysis database.
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