Traditional Toys and Games

The success of the Super Mario and Barbie movies will further accelerate the digitalisation of young adults’ childhood favourite toy characters. More toys and games companies are making film adaptations of classic toys to generate additional revenues…

Traditional toys and games saw a second year of modest growth in constant value terms in 2022, following a plunge in demand in 2020. Sales were boosted by improved economic conditions, as the country emerged from the COVID-19 pandemic. With the…

The implementation of the Toys (Quality Control) Order by the Indian government in 2021 brought about new regulations that mandated BIS certification for all toys sold in India, regardless of where they are produced. The primary objective behind this…

Boosted during the pandemic due to prolonged home seclusion, sales of traditional toys and games declined in 2022 as South Korea reopened in line with an easing of restrictions. Nevertheless, a number of other factors contributed to this trend…

Retail sales of traditional toys and games saw a decline in constant value terms in 2022, as new generations of younger consumers preferred to seek out entertainment via digital platforms. Demand was further hampered by a continued decline in the…

In 2022, traditional toys and games in Taiwan saw strong but slowed growth compared to 2021 in current value terms. This slowdown can be largely ascribed to economic conditions marked by austerity and inflation concerns. A drop in consumer purchasing…

Consumers in Singapore are increasingly using e-commerce to purchase traditional toys and games, as the convenience and accessibility of shopping online make it an attractive option for many people. E-commerce also offers a wider range of products…

IP was a key driver of growth in the action figures, dolls and accessories, and construction categories in 2022. Several major movies premiered in Malaysia in late 2021 and 2022, including Spider-Man: No Way Home (December 2021), Doctor Strange in…

Sales of traditional toys and games continued to grow in Japan in 2022. Taking into account the impact of COVID-19, which underpinned growth for classic games and puzzles such as board games, jigsaw puzzles, Yakyuban, and Kurohige Kiki Ippatsu in…

Traditional toys and games continued on the path to recovery in 2022 with sales seeing stronger growth than in 2021. As COVID-19 rules were lifted and the country began to recover from the economic impact of the pandemic consumer confidence returned…

The popularity of scientific/educational toys continued to grow amongst local consumers in 2022, with a double-digit current value increase seen in this year. These types of toys are designed to be both educational and entertaining, and encompass a…

In 2022, traditional toys and games in China was unable to continue the growth momentum seen in 2021, and instead registered a significant decrease in overall current value sales. This can be attributed to a couple of interrelated factors. First and…

Before the pandemic, Asia Pacific was fastest growing traditional toys market with significant room for growth due to the low spending per household on traditional toys compared to the rest of the world. While the pandemic has proved a setback due to…

The toys and games industry sees positive growth, although with setbacks due to Coronavirus. In traditional toys, long-term opportunities lie in licensing and categories combining play, education and skill-building experience. Broader exposure to…