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Traditional Toys and Games in Thailand

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    Report

  • 23 Pages
  • July 2025
  • Region: Thailand
  • Euromonitor International
  • ID: 2321868
Traditional toys and games in Thailand recorded strong growth in 2024, driven by the growing kidult demographic and the rising collectibles trend. This shift in the consumer base had a significant impact on products targeting children, as adults increasingly purchased high-quality items with mature themes. E-commerce and social media engagement became vital for connecting with consumers. While e-commerce encouraged new entrants, the competitive landscape became increasingly consolidated.

The Traditional Toys and Games in Thailand 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
  • Kidults and collectibles help drive dynamic performance
  • CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
  • Dolls and construction are strong demands drivers of traditional toys and games
  • Kidult trend boosts sales of traditional toys and games
  • CHART 2 Lego Botanicals Expanded Range
  • Labubu craze trend drives art toy sales, reshaping traditional toys and games
  • CHART 3 Pop Mart Labubu Monsters
  • WHAT’S NEXT?
  • Dolls and accessories to display fastest growth in traditional toys and games
  • Kidults trend to further expand category reach in a market with falling birth rates
  • CHART 4 Analyst Insight
  • Tech integration and online sales to become increasingly important
COMPETITIVE LANDSCAPE
  • Increasing consolidation due to collectibles
  • Pop Mart uses blind boxes and social media to drive rapid success in Thailand
  • CHART 5 Pop Mart Collectibles
  • Online game to expand into physical toys with Dress To Impress in 2025
CHANNELS
  • Despite strength of toy specialists, online platforms and art toy boutiques are alternative channels
  • Pop Mart vending machines set to drive impulse purchases of art toys
  • Retail e-commerce platforms help expand reach of smaller toy brands, while social media drives consumer engagement
COUNTRY REPORTS DISCLAIMER
  • CHART 6 Key Trends 2024
  • CHART 7 Pop Mart In Thailand
  • CHART 8 Art Toy Collectibles
  • CHART 9 Twitch Online Gamers
  • CHART 10 Analyst Insight
  • CHART 11 Real GDP Growth and Inflation 2019-2029
  • CHART 12 PEST Analysis in Thailand 2024
  • CHART 13 Key Insights on Consumers in Thailand 2024
  • CHART 14 Consumer Landscape in Thailand 2024
TOYS AND GAMES IN THAILAND
EXECUTIVE SUMMARY
  • Kidult trend and digital video content support positive performance
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
  • Traditional toys and games drives gains in toys and games during the year
  • Pop Mart capitalises on kidult trend with store expansion
  • Blind collectibles drive repeat purchases and demand for limited editions
  • Digital gaming diverts consumer spending away from traditional toys and games
  • WHAT’S NEXT?
  • Video games to lead toys and games over forecast period with fastest growth
  • Cloud gaming and increasing preference for digital software to expand audience
  • Digital platforms to support dominance of e-commerce
COMPETITIVE LANDSCAPE
  • Fragmented landscape sees Pop Mart challenge traditional brands with art toys
  • Pop Mart targets kidults through community and exclusive marketing
CHANNELS
  • E-commerce dominates due to strength in video games, but physical stores are still favoured for traditional toys and games
  • Pop Mart disrupts established retail models with omnichannel strategy to drive local sales
ECONOMIC CONTEXTCONSUMER CONTEXTCOUNTRY REPORTS DISCLAIMER
SOURCES
  • Summary 1 Research Sources