Competitive Landscape
Pop Mart Captures Leadership as Kidult Demand Transforms Competition
Traditional toys and games in Thailand experienced a significant increase in concentration between 2020 and 2025, marked by a decisive shift in leadership. Pop Mart Thailand Co Ltd rose rapidly from a minor position in 2023, with just a 3% share, to the leading company in 2025, holding a 21% retail value share.
Lego Expands Reach with Innovative Launches and Retailtainment
In 2025, product innovation played a central role in shaping competitive dynamics and brand positioning. LEGO’s introduction of the botanical collection as a standalone theme, featuring the peace lily (1154) and tulip bouquet (1151) released in January 2026 and priced between THB2,200 and THB2,600, directly targets the expanding kidult and home decor markets.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in Thailand?
- Which are the leading brands in Traditional Toys and Games in Thailand?
- How are products distributed in Traditional 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?
Traditional Toys and Games in Thailand - Category analysis
Key Data Insights
Traditional Toys and Games Summary
Pop Mart, Bandai and Lego Accelerate Value through Live Selling and Social Drops
Dolls and Accessories Leap Ahead as Demand for Collectables Surges
Plantoys Redefines Play as Mindful and Sustainable for All Ages
Rising Adult Collectors Set to Redefine Thailand’S Toy Industry
Social Commerce and Shoppertainment to Drive Engagement and Sales
Pop Mart Captures Leadership as Kidult Demand Transforms Competition
Lego Expands Reach with Innovative Launches and Retailtainment
Kidult Spending Shifts Offline Stores to Experiential Hubs
Tiktok Shop and Shopee Drive Online Sales with Live Streaming
Ip-Led Design and Age-Agnostic Products Redefine Traditional Toys
Lego's Botanical Range and Pop Mart's Character Ips Set New Product Benchmarks
Premiumisation Raises Margins and Reduces Dependence on Volume Growth
Toys and Games in Thailand - Industry Overview
2025 Developments
Key Data Insights
Traditional Toys and Games Leads Category Growth in Thailand
Labubu’S Success Drives Pop Mart to Leadership through Adult Collectors
Plantoys Repositions Play as a Tool for Wellbeing and Learning
Recurring Digital Spend and Adult Collectables to Reshape Value Creation
Omnichannel Strategies to Drive Repeat Purchases and Premiumisation
Sea Ltd Leverages Digital Spending to Maintain Lead
Nintendo Switch 2 Targets Adult Collectors and Gamers
Retail E-Commerce and Social Commerce Transform the Path to Purchase
Hybrid Retail Drives Collectables Growth
Blind-Box Mechanics and Ip Portfolios Drive Collectable Innovation
Live-Service Models and Embedded Payments Reshape Video Game Innovation
Purpose-Led Design Extends Traditional Toys beyond Children
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.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!