In 2024, toys and games in Indonesia saw moderate growth, propelled by the kidult trend and the popularity of collectible toys. This trend resulted in heightened expenditure on premium products and lifestyle collectibles. While retail e-commerce remained the most significant sales channel, offline retail saw growth. The industry retained its fragmented nature, with both global and local brands competing for value share through pricing strategies, partnerships, and online visibility.
This Toys and Games in Indonesia 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: Traditional Toys and Games, Video Games.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
This Toys and Games in Indonesia 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: Traditional Toys and Games, Video Games.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why Buy this Report?
- Get a detailed picture of the 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
Toys and Games in IndonesiaExecutive SummaryKidults, Collectibles, and Mobile-First Gaming Fuel Growth in IndonesiaIndustry PerformanceTraditional Toys and Games Drives Growth Within Toys and GamesMarvel and Transformers Action Figures Gain from the Kidult TrendWhat’S Next?Video Games Set to Continue to Dominate, and Will Also Experience GrowthKidult and Collectibles Trends Will Drive Change in Toys and GamesEducation and the Environment Set to Play Important RolesAddo and Playgro to Gain Traction Through Affordability and Brand TrustRetail E-Commerce Set to Gain Further Traction in Traditional Toys and GamesCompetitive LandscapeMattel and Lego Retain Share Amidst Fragmentation and Kidult GrowthPop Mart and Addo Gain Traction Through Trends and Retail StrategiesBrands Which Effectively Use Retail E-Commerce Perform WellHasbro Launches Colour Mixer Kit for Stem and Art EducationChannelsBlending Offline and Online ChannelsAddo Leverages E-Commerce to Expand Its ReachCountry Reports DisclaimerSourcesSummary 1 Research SourcesTraditional Toys and Games in IndonesiaIndustry PerformanceDolls and Accessories and Lego Drive Growth in Traditional Toys and GamesZd Toys Benefits from Kidult Spending and Social Media BuzzGen Z and Kidults Drive Value Growth for Collectibles from Pop Mart and FugglersWhat’S Next?Dolls and Accessories Set to Experience the Fastest Growth in Traditional Toys and GamesKidults, Education, and Technology Will Shape Traditional Toys and GamesPhysical Stores to Drive Sales; Localisation to Broaden Market PenetrationCompetitive LandscapeMattel Leads as Concentration Increases Within Traditional Toys and GamesElc Indonesia Launches the Miko 3 Smart Robot for Young ChildrenChannelsOffline Channels Lead, With Traditional Toys and Games Stores Performing StronglyAlthough Offline Stores Remain Key, E-Commerce Continues to ExpandLego Store's Barcode Scanner Shows Animated Models on a Digital ScreenCountry Reports DisclaimerVideo Games in IndonesiaIndustry PerformanceGrowth in Video Games Software Driven by Mobile GamesEngagement and Sales of Video Games Via Hybrid Retailers Driven by KidultsWhat’S Next?Rising Disposable Incomes to Drive Growth in Video GamesKidult Trend to Boost Nostalgic Gaming Products Via Collaborations With BrandsMobile and Digital Games Set to Maintain Their Rising Trend, With Localisation KeyDigital-First Strategies and Community Engagement Likely to Drive Success for Video Games FirmsCompetitive LandscapeIndie Games Studios Benefit from Localisation and Mobile-First DesignChannelsE-Commerce Channels Become the Main Focus of Sales of Video GamesRental and Retail Hybrid Model is Important in IndonesiaCountry Reports Disclaimer
Key Data Findings
Pokémon Cards and Pop Mart Blind Boxes Drive Growth in Collectibles in Toys and Games
Miniso Opens Sanrio Flagship Store to Deepen Consumer Connections
Economic Context
Consumer Context
Key Data Findings
Nostalgia and Collectibles Drive Demand, Supported by Strategic Brand Partnerships
Lego Formula 1 Partnership Boosts Sales and Enhances Brand Image
Pop Mart's Blind Box Strategy Resonates With Indonesian Kidult Collectors
Key Data Findings
Growth Driven by Mobile Gaming, Kidult Spending, and Subscriptions
Subscription Services Drive Value Growth Due to Affordable Premium Content
Players in Both Mobile and Console Games Remain Important
Tokopedia Partnership With Playstation Contributes to Growth for Retail E-Commerce
