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.
Euromonitor International's 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.
- Toys and Games in Indonesia
- Euromonitor International
- June 2025
- List Of Contents And Tables
- TOYS AND GAMES IN INDONESIA
- EXECUTIVE SUMMARY
- Kidults, collectibles, and mobile-first gaming fuel growth in Indonesia
- KEY DATA FINDINGS
- CHART 1 Key Trends 2024
- INDUSTRY PERFORMANCE
- Traditional toys and games drives growth within toys and games
- Marvel and Transformers action figures gain from the kidult trend
- Pokémon cards and Pop Mart blind boxes drive growth in collectibles in toys and games
- CHART 2 Pokémon Trading Cards Spark Cross-Generational Buzz in Indonesia
- WHAT’S NEXT?
- Video games set to continue to dominate, and will also experience growth
- Kidult and collectibles trends will drive change in toys and games
- Education and the environment set to play important roles
- Addo and Playgro to gain traction through affordability and brand trust
- Retail e-commerce set to gain further traction in traditional toys and games
- COMPETITIVE LANDSCAPE
- Mattel and Lego retain share amidst fragmentation and kidult growth
- Pop Mart and Addo gain traction through trends and retail strategies
- Brands which effectively use retail e-commerce perform well
- Hasbro launches colour mixer kit for STEM and art education
- CHANNELS
- Blending offline and online channels
- Addo leverages e-commerce to expand its reach
- Miniso opens Sanrio flagship store to deepen consumer connections
- CHART 3 Analyst Insight
- ECONOMIC CONTEXT
- CHART 4 Real GDP Growth and Inflation 2019-2029
- CHART 5 PEST Analysis in Indonesia 2024
- CONSUMER CONTEXT
- CHART 6 Key Insights on Consumers in Indonesia 2024
- CHART 7 Consumer Landscape in Indonesia 2024
- COUNTRY REPORTS DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- TRADITIONAL TOYS AND GAMES IN INDONESIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Nostalgia and collectibles drive demand, supported by strategic brand partnerships
- CHART 8 Key Trends 2024
- INDUSTRY PERFORMANCE
- Dolls and accessories and Lego drive growth in traditional toys and games
- ZD Toys benefits from kidult spending and social media buzz
- Gen Z and kidults drive value growth for collectibles from Pop Mart and Fugglers
- Lego Formula 1 partnership boosts sales and enhances brand image
- CHART 9 LEGO and Formula 1 Partnership Drives Growth in Indonesia in 2024
- CHART 10 Analyst Insight
- WHAT’S NEXT?
- Dolls and accessories set to experience the fastest growth in traditional toys and games
- Kidults, education, and technology will shape traditional toys and games
- Physical stores to drive sales; localisation to broaden market penetration
- COMPETITIVE LANDSCAPE
- Mattel leads as concentration increases within traditional toys and games
- Pop Mart's blind box strategy resonates with Indonesian kidult collectors
- CHART 11 Teen and Kidult Craze for Collectibles Boosts Pop Mart’s Market Share in 2024
- ELC Indonesia launches the Miko 3 Smart Robot for young children
- CHANNELS
- Offline channels lead, with traditional toys and games stores performing strongly
- Although offline stores remain key, e-commerce continues to expand
- Lego store's barcode scanner shows animated models on a digital screen
- COUNTRY REPORTS DISCLAIMER
- VIDEO GAMES IN INDONESIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Growth driven by mobile gaming, kidult spending, and subscriptions
- CHART 12 Key Trends 2024
- INDUSTRY PERFORMANCE
- Growth in video games software driven by mobile games
- Engagement and sales of video games via hybrid retailers driven by kidults
- Subscription services drive value growth due to affordable premium content
- CHART 13 All-You-Can-Play Model Drives Xbox Game Pass Popularity in Indonesia
- WHAT’S NEXT?
- Rising disposable incomes to drive growth in video games
- Kidult trend to boost nostalgic gaming products via collaborations with brands
- Mobile and digital games set to maintain their rising trend, with localisation key
- Digital-first strategies and community engagement likely to drive success for video games firms
- COMPETITIVE LANDSCAPE
- Indie games studios benefit from localisation and mobile-first design
- Players in both mobile and console games remain important
- CHART 14 Analyst Insight
- CHANNELS
- E-commerce channels become the main focus of sales of video games
- Tokopedia partnership with PlayStation contributes to growth for retail e-commerce
- CHART 15 Tokopedia and PlayStation Partnership Fuels Digital Console Sales
- Rental and retail hybrid model is important in Indonesia
- COUNTRY REPORTS DISCLAIMER
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