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Toys and Games in Indonesia

Publisher Euromonitor International
Published Jun 05, 2025
Length 30 Pages
SKU # EP20081102

Description

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.

Table of Contents

30 Pages
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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