Competitive Landscape
Mattel Leverages Strong Ip to Expand Lead Amid Rising Competition
Traditional toys and games in the Philippines remained concentrated around a handful of global leaders. In 2025, Mattel held a clear lead, capturing a 19% retail value share, up from 17% in 2020.
Emerging Players Tap into Pop Culture Demand with Niche Ip Strategies
Notably, the competitive environment is also shaped by emerging players and new product launches, with companies such as Beijing Popmart Culture Creative posting rapid share gains, reaching 3% in 2025 after entering the market only recently. The success of such entrants is driven by their focus on licensed and collectable products, particularly in action figures and blind box formats, which appeal to Filipino consumers’ growing interest in Asian pop culture and character-driven play.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Philippines 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 Philippines, 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 Philippines 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 Philippines?
- Which are the leading brands in Traditional Toys and Games in Philippines?
- How are products distributed in Traditional Toys and Games in Philippines?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Philippines?
- 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 the Philippines - Category analysis
Key Data Insights
Traditional Toys and Games Summary
Pop Mart and Funko Pop Fuel Sales through Viral Tiktok Drops
Adult Collectors and Nostalgia Drive Value for Display-Orientated Toys
Mindful Play and Surprise-Driven Collecting Reshape Sensory and Repeat Purchases
Kidult Collectors and Blind Boxes to Drive Sustained Growth
Content-Driven Engagement Set to Fuel Games and Puzzles
Mattel Leverages Strong Ip to Expand Lead Amid Rising Competition
Emerging Players Tap into Pop Culture Demand with Niche Ip Strategies
Toy Kingdom and Ban Kee Trading Corp Accelerate Online Sales with Official Flagship Stores
Retailers Boost Experiential Shopping with Events and Pop-Ups to Sustain Footfall
Franchise Licensing and Character-Ip Convergence Drive the Next Wave of Product Design
Pop Mart's New Series and Miniso's Bt21 Line Demonstrate Character-Driven Product Extension
Repeat-Purchase Mechanics and Cross-Generational Licensing Strengthen Category Economics
Toys and Games in the Philippines - Industry Overview
2025 Developments
Key Data Insights
Demand for Toys and Games Boosted by Increased Spending
Garena Streamlines Mobile Gaming and Fuels Digital-First Play
Mattel and Pop Mart Reshape Premium and Omnichannel Play
Mobile-First Platforms to Accelerate Digital Spending and Live Commerce
Mobile Games and Live-Service Titles to Capture the Largest Share of Spend
Mattel and Bytedance Shape Divergent Brand and Value Leadership
Pop Mart and Live Commerce Energise Collectables and Fandom Demand
Live Commerce Transforms Discovery and Purchase Behaviour
Live-Service Architecture and Localised Content Define Digital Product Innovation
Collectables and Licensed Characters Drive Physical Product Reinvention
Creator-Driven Commerce Reshapes Product Launches
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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