PUBLISHER: Euromonitor International | PRODUCT CODE: 2125184
PUBLISHER: Euromonitor International | PRODUCT CODE: 2125184
Toys and Games in Taiwan, China
Toys and games in Taiwan demonstrated robust momentum in 2025, with value reaching TWD77,012 and growth of 9% in current terms, exceeding the pace of economic expansion and setting the benchmark for digital-led transformation in Asia Pacific. The landscape is defined by the dominant role of video games, which capture the overwhelming majority of value and achieved 10% growth, propelled by mobile-first, live-service business models and the rapid shift to digital storefronts, recurring purchases,...
Euromonitor International's Toys and Games in Taiwan, China 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
- Mobile-First Spending Transforms Digital Entertainment and Eclipses Physical Play
- Supercell Converts Mobile Gamers into Frequent Spenders with Live Services
- CHART 2 Supercell Turns Taiwan's Casual Players into Frequent Spenders through Familiar Payment Rails
- Pop Mart'S Labubu and Plantoys Reshape Demand through Emotion and Trust
- CHART 3 Plantoys Wins Taiwan's Stricter Parents with Reclaimed Rubberwood and Developmental Design
- CHART 4 Value Sales 2020-2030
- CHART 5 Value Sales by Category 2025
What's Next?
- Mobile Game Publishers Anticipated to Drive Double-Digit Growth with Live Services
- Adult Collectors and Mindful Parents Expected to Reshape Premium Toy Demand
- Digital Discovery and Local Payment Set to Transform Purchase and Loyalty
- CHART 6 Forecast Value Sales 2020-2030
- CHART 7 Forecast Value Sales by Category 2025-2030
Competitive Landscape
- Nintendo Phuten Co Ltd and Epic Games Inc Sustain Leadership as Collectible Launches Fuel Premium Play
- CHART 8 Analyst Insight for Toys and Games
- CHART 9 Company Shares 2025
- CHART 10 Brand Shares 2025
Channels
- Digital Storefronts Drive Video Games Sales as E-Commerce Outpaces Physical Retail
- Pop Mart'S Roboshops and Brand Pop-Ups Blend Experience and Scarcity to Drive Demand
- CHART 11 Retail Channels 2020-2025
Products
- Drop Mechanics and Experiential Retail Steer Innovation
- Nintendo Switch 2 and Labubu Secret Editions Highlight Recent Innovation
- CHART 12 Pop Mart's Labubu Builds a Taiwan Footprint, From a Ximending Flagship to Island-Wide Roboshops
- Business Impact Concentrates Value and Reshapes Retail
Economic Context
- CHART 13 Economic Context for Toys and Games
- CHART 14 Real Gdp Growth 2020-2030
- CHART 15 Inflation 2020-2030
Consumer Context
- CHART 16 Consumer Context for Toys and Games
- CHART 17 Population 2020-2030
- CHART 18 Consumer Expenditure 2020-2030
- CHART 19 Population by Generation 2025
- Country Reports Disclaimer
TRADITIONAL TOYS AND GAMES IN TAIWAN, CHINA
Key Data Insights
- 2025 Developments
- Traditional Toys and Games Summary
Key Industry Trends
- CHART 20 Key Industry Trends for Traditional Toys and Games
Industry Performance
- Lego Drives Premium Play for Adults as Child Population Shrinks
- CHART 21 Lego's Botanicals and Experiential Retail Drive Taiwan, China's Adult-Collector Cemand
- Plantoys and Transparent Safety Standards Win Trust with Values-Led Families
- CHART 22 Plantoys Wins Taiwan, China's Stricter Parents with Reclaimed Rubberwood and Developmental Design
- CHART 23 Value Sales 2020-2030
- CHART 24 Value Sales by Category 2025
What's Next?
- Adult Collectors and Kidult Demand Anticipated to Reshape Premium Toy Sales
- Plantoys and Transparent Safety Standards Expected to Drive Values-Led Purchasing
- CHART 25 Analyst Insight for Traditional Toys and Games
- CHART 26 Forecast Value Sales 2020-2030
- CHART 27 Forecast Value Sales by Category 2025-2030
Competitive Landscape
- Lego Hong Kong Ltd and Bandai (Taiwan)?Co Ltd Reinforce Collector Leadership as Shares Remain Concentrated
- CHART 28 Company Shares 2025
- CHART 29 Brand Shares 2025
Channels
- Pop Mart'S Roboshops Blend Physical Experience with Digital Hype
- Pop Mart's Roboshops Blend Physical Experience with Digital Hype
- CHART 30 Retail Channels 2020-2025
Products
- Display-Grade Design and Sustainable Materials Steer Innovation
- Pop Mart and Plantoys Exemplify Recent Product Innovation
- CHART 31 Pop Mart's Labubu Builds a Taiwan Footprint, From a Ximending Flagship to Island-Wide Roboshops
- Business Impact Concentrates Value in Premium and Trusted Formats
Economic Context
- CHART 32 Economic Context for Traditional Toys and Games
- CHART 33 Real Gdp Growth 2020-2030
- CHART 34 Inflation 2020-2030
Consumer Context
- CHART 35 Consumer Context for Traditional Toys and Games
- CHART 36 Population 2020-2030
- CHART 37 Consumer Expenditure 2020-2030
- CHART 38 Population by Generation 2025
- Country Reports Disclaimer
VIDEO GAMES IN TAIWAN, CHINA
Key Data Insights
- 2025 Developments
- Video Games Summary
Key Industry Trends
- CHART 39 Key Industry Trends for Video Games
Industry Performance
- Soft Star and Mad Head Shift Play to Digital Storefronts
- Supercell Drives Recurring Spend through Battle Pass Innovation
- CHART 40 Supercell Turns Taiwan, China's Casual Players into Frequent Spenders through Familiar Payment Rails
- Nintendo'S Switch 2 Rally Highlights Premium Hardware Loyalty
- CHART 41 Switch 2'S Taiwan, China Launch Draws Dedicated Gamers Despite Mobile's Dominance
- CHART 42 Value Sales 2020-2030
- CHART 43 Value Sales by Category 2025
What's Next?
- Mobile Publishers Expected to Convert Casual Players into Frequent Spenders with Live-Service Models
- Recurring Digital Spend in Software Set to Outpace Hardware as Access Broadens
- Frictionless Digital Access and Localised Content Anticipated to Shape Future Monetisation Strategies
- CHART 44 Forecast Value Sales 2020-2030
- CHART 45 Forecast Value Sales by Category 2025-2030
Competitive Landscape
- Nintendo Phuten Co Ltd Leverages Hybrid Hardware Launch to Anchor Premium Demand
- CHART 46 Analyst Insight for Video Games
- CHART 47 Company Shares 2025
- CHART 48 Brand Shares 2025
Channels
- App Stores and Console Storefronts Shift Software Sales Online
- Digital Payment Habits Drive Recurring Spend on In-Game Content
- CHART 49 Retail Channels 2020-2025
Products
- Franchise Extensions and Localised Content Drive Innovation
- Soft Star and Mad Head Illustrate Localised Digital-First Innovation
- CHART 50 Soft Star Now Reaches Players across Pc and Mobile through Digital Storefronts and Downloads
- Business Impact Rebalances Revenue toward Recurring Spend
Economic Context
- CHART 51 Economic Context for Video Games
- CHART 52 Real Gdp Growth 2020-2030
- CHART 53 Inflation 2020-2030
Consumer Context
- CHART 54 Consumer Context for Video Games
- CHART 55 Population 2020-2030
- CHART 56 Consumer Expenditure 2020-2030
- CHART 57 Population by Generation 2025
- Country Reports Disclaimer
