PUBLISHER: Euromonitor International | PRODUCT CODE: 2112751
PUBLISHER: Euromonitor International | PRODUCT CODE: 2112751
Toys and Games in Thailand
Toys and games in Thailand recorded robust growth in 2025, with value rising by 8% year-on-year to THB80,112 million, outpacing broader consumer spending trends and outperforming many regional peers. The environment is attractive for brands, as expansion is fuelled by rising discretionary spending, strong engagement from adult collectors and a shift towards premium and experiential offerings, even as the population stagnates. Success increasingly depends on capturing digital-first demand for vid...
Euromonitor International's 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 2021-2025, 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 2030 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.
Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.
TABLE OF CONTENTS
List Of Contents And Tables
Executive Summary
2025 Developments
Key Data Insights
Key Industry Trends
CHART 1 Key Industry Trends for Toys and Games
Industry Performance
Traditional Toys and Games Leads Category Growth in Thailand
Labubu'S Success Drives Pop Mart to Leadership through Adult Collectors
CHART 2 Labubu Takes over Thailand's Toy Market
Plantoys Repositions Play as a Tool for Wellbeing and Learning
CHART 3 Plantoys Extends Mindful, Sustainable Play to Adults
CHART 4 Value Sales 2020-2030
CHART 5 Value Sales by Category 2025
What's Next?
Recurring Digital Spend and Adult Collectables to Reshape Value Creation
CHART 6 Garena Maintains Free Fire Interest with Local Payment Options
Omnichannel Strategies to Drive Repeat Purchases and Premiumisation
CHART 7 Forecast Value Sales 2020-2030
CHART 8 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Sea Ltd Leverages Digital Spending to Maintain Lead
Nintendo Switch 2 Targets Adult Collectors and Gamers
CHART 9 Company Shares 2025
CHART 10 Brand Shares 2025
Channels
Retail E-Commerce and Social Commerce Transform the Path to Purchase
Hybrid Retail Drives Collectables Growth
CHART 11 Retail Channels 2020-2025
Products
Blind-Box Mechanics and Ip Portfolios Drive Collectable Innovation
Live-Service Models and Embedded Payments Reshape Video Game Innovation
Purpose-Led Design Extends Traditional Toys beyond Children
Economic Context
CHART 12 Economic Context for Toys and Games
CHART 13 Real Gdp Growth 2020-2030
CHART 14 Inflation 2020-2030
Consumer Context
CHART 15 Consumer Context for Toys and Games
CHART 16 Population 2020-2030
CHART 17 Population by Generation 2025
Country Reports Disclaimer
TRADITIONAL TOYS AND GAMES IN THAILAND
- Key Data Insights
- 2025 Developments
- Traditional Toys and Games Summary
- Key Industry Trends
- CHART 18 Key Industry Trends for Traditional Toys and Games
- Industry Performance
- Pop Mart, Bandai and Lego Accelerate Value through Live Selling and Social Drops
- CHART 19 Pop Mart Sells via Lazada and Tiktok Shop
- Dolls and Accessories Leap Ahead as Demand for Collectables Surges
- Plantoys Redefines Play as Mindful and Sustainable for All Ages
- CHART 20 Plantoys Offers Sustainable and Meaningful Play
- CHART 21 Value Sales 2020-2030
- CHART 22 Value Sales by Category 2025
- What's Next?
- Rising Adult Collectors Set to Redefine Thailand'S Toy Industry
- CHART 23 Analyst Insight for Traditional Toys and Games
- Social Commerce and Shoppertainment to Drive Engagement and Sales
- CHART 24 Forecast Value Sales 2020-2030
- CHART 25 Forecast Value Sales by Category 2025-2030
Competitive Landscape
- Pop Mart Captures Leadership as Kidult Demand Transforms Competition
- Lego Expands Reach with Innovative Launches and Retailtainment
- CHART 26 Company Shares 2025
- CHART 27 Brand Shares 2025
- Channels
- Kidult Spending Shifts Offline Stores to Experiential Hubs
- Tiktok Shop and Shopee Drive Online Sales with Live Streaming
- CHART 28 Retail Channels 2020-2025
- Products
- Ip-Led Design and Age-Agnostic Products Redefine Traditional Toys
- Lego's Botanical Range and Pop Mart's Character Ips Set New Product Benchmarks
- CHART 29 Lego Botanical Collection Available in Pop Mart
- Premiumisation Raises Margins and Reduces Dependence on Volume Growth
- Economic Context
- CHART 30 Economic Context for Traditional Toys and Games
- CHART 31 Real Gdp Growth 2020-2030
- CHART 32 Inflation 2020-2030
- Consumer Context
- CHART 33 Consumer Context for Traditional Toys and Games
- CHART 34 Population 2020-2030
- CHART 35 Population by Generation 2025
- Country Reports Disclaimer
VIDEO GAMES IN THAILAND
- Key Data Insights
- 2025 Developments
- Video Games Summary
- Key Industry Trends
- CHART 36 Key Industry Trends for Video Games
- Industry Performance
- Platform Owners Deepen Player Loyalty by Anchoring Digital Spend
- Video Games Software Leads Value Sales While Hardware Stagnates
- CHART 37 Coin Master and Roblox Offer Constant Promotions
- Payment Localisation Unlocks Digital Spend among Cash-Based Players
- CHART 38 Value Sales 2020-2030
- CHART 39 Value Sales by Category 2025
- What's Next?
- Local Payment Options to Drive Recurring Spend Growth
- Video Games Software Set to Outperform Video Games Hardware
- CHART 40 Forecast Value Sales 2020-2030
- CHART 41 Forecast Value Sales by Category 2025-2030
Competitive Landscape
- Sea Ltd Extends Digital Engagement Lead as Rivals Focus on Live Services
- CHART 42 Garena Locks in Players with Free Fire and Local Payments
- CHART 43 Company Shares 2025
- CHART 44 Brand Shares 2025
- Channels
- Digital Storefronts Capture Nearly All Software and In-Game Spend
- CHART 45 Retail Channels 2020-2025
- Products
- Hardware Refreshes Target Upgraders in a Mobile-First Market
- Live-Service Content Design Anchors Long-Term Engagement
- Economic Context
- CHART 46 Economic Context for Video Games
- CHART 47 Real Gdp Growth 2020-2030
- CHART 48 Inflation 2020-2030
- Consumer Context
- CHART 49 Consumer Context for Video Games
- CHART 50 Population 2020-2030
- CHART 51 Population by Generation 2025
- Country Reports Disclaimer
