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Traditional Toys and Games in South Korea

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    Report

  • 25 Pages
  • July 2025
  • Region: South Korea
  • Euromonitor International
  • ID: 1855496
Traditional toys and games in South Korea experienced a modest dip in 2024, influenced by digital entertainment and evolving consumer habits. Notably, dolls and accessories recorded an upturn, attributed to the popularity of certain characters and the emergence of the kidult trend. The industry is anticipated to witness an increase in strategic partnerships and leveraging intellectual property, along with the integration of artificial intelligence.

The Traditional Toys and Games in South Korea report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Action Figures and Accessories, Arts and Crafts, Baby and Infant, Construction, Dolls and Accessories, Dress-Up and Role Play, Games and Puzzles, Model Vehicles, Other Traditional Toys and Games, Outdoor and Sports, Plush, Pre-School, Remote Control Toys, Ride-On Vehicles, Scientific/Educational.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Traditional Toys and Games market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

KEY DATA FINDINGS
2024 DEVELOPMENTS
  • Despite overall decline, dolls and accessories benefits from kidults and collectibles trends
  • CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
  • Dolls and accessories experiences double-digit growth, driven by Catch Teenieping
  • CHART 2 Lego Expands Botanicals Range
  • Pop Mart partnerships drive growth in collectibles
  • CHART 3 Pop Mart Grows Collectibles Buzz with Disney and K-pop
  • Catch Teenieping IP drives growth across children's products through partnerships
  • WHAT’S NEXT?
  • Construction to drive overall sales, while companies will look to diversify with AI and tech innovations
  • Major focus on kidults amid ageing population and low birth rates
  • Retail e-commerce to attract cost-conscious consumers while gacha model may be hindered by potential regulations and concerns
  • CHART 4 Analyst Insight
COMPETITIVE LANDSCAPE
  • Low concentration as LEGO Group retains lead while competitors make gains
  • Local company Young Toys gains ground by utilising intellectual properties
  • Aurora World acquires Mary Meyer to expand product range
CHANNELS
  • Retail e-commerce leads distribution, while hypermarkets loses ground
  • Experiential retail drives flagship and pop-up store expansion
COUNTRY REPORTS DISCLAIMER
  • CHART 5 Key Trends 2024
  • CHART 6 Analyst Insight
  • CHART 7 From Gachia Park to Hypermarkets
  • CHART 8 JYP’s DENIMALZ Campaign Charms Fans
  • CHART 9 Krafton Bets on AI with InZOI Launch
  • CHART 10 Real GDP Growth and Inflation 2019-2029
  • CHART 11 PEST Analysis in South Korea 2024
  • CHART 12 Key Insights on Consumers in South Korea 2024
  • CHART 13 Consumer Landscape in South Korea 2024
TOYS AND GAMES IN SOUTH KOREA
EXECUTIVE SUMMARY
  • Collectibles, kidults and digital content help drive positive performance
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
  • Largest category of video games registers most dynamic performance overall
  • Gachapon trend expands, influencing marketing beyond toys and games
  • Bigglz uses AI to enhance toy customisation and engagement
  • DAY6's DENIMALZ merchandise leverages customisation to engage fans
  • WHAT’S NEXT?
  • Video games to continue driving growth of toys and games
  • AI to drive development in toys and games
  • Gacha marketing to gain further traction, but this will be more of a challenge for video games
  • Change to chat feature for Among Us alienates Generation Alpha
COMPETITIVE LANDSCAPE
  • Leader Nexon uses AI marketing, while Catch Teenieping gains notable share in dolls and accessories
  • Pikmin game resonates with millennials and Generation Z for providing enjoyment
  • Neptune diversifies via independent studio investment; Aurora World acquires Mary Meyer
CHANNELS
  • Retail e-commerce expansion driven by changing industry and pre-order systems
  • Gacha retail model helps to boost toys and games, while expanding across consumer goods
ECONOMIC CONTEXTCONSUMER CONTEXTCOUNTRY REPORTS DISCLAIMER
SOURCES
  • Summary 1 Research Sources