Toys and Games in the Philippines
Description
Toys and games in the Philippines experienced an upturn in value growth in 2024, with strong increases for both traditional toys and games and video games. In addition to rising disposable incomes, increasing sales were attributed to the rise of the kidult consumer group, a focus on collectibles, and the rise of subscription services and cloud gaming. Retail e-commerce continued to lead distribution, while the competitive environment remained fragmented.
Euromonitor International's Toys and Games in Philippines 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.
Euromonitor International's Toys and Games in Philippines 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
32 Pages
- Toys and Games in the Philippines
- Euromonitor International
- July 2025
- List Of Contents And Tables
- TOYS AND GAMES IN THE PHILIPPINES
- EXECUTIVE SUMMARY
- Growth rates increase as disposable incomes rise
- KEY DATA FINDINGS
- CHART 1 Key Trends 2024
- INDUSTRY PERFORMANCE
- Video games drives growth in 2024, thanks to the continued rise in popularity of mobile games
- CHART 2 Analyst Insight
- Growth also seen for traditional toys and games along with the rise of collectibles
- CHART 3 Pop Mart Hirono x Le Petit Prince Collaboration
- Core brands move towards sustainability, with Barbie using ocean plastic and Lego sugarcane
- CHART 4 Mattel is Committed to Sustainability
- WHAT’S NEXT?
- Rising incomes to fuel growth in toys and games
- Cloud gaming and subscriptions set to drive growth in video games
- Collectibles anticipated to maintain a rising trend in traditional toys and games
- Kidult trend set to fuel demand for toys and games, and companies will adapt
- Strategic partnerships set to remain important
- CHART 5 Lego and Pokémon Collaborate to Engage Fans
- COMPETITIVE LANDSCAPE
- Fragmented landscape sees Mattel maintain its lead with Barbie
- Roblox sees another year of share growth as it appeals to younger consumers
- Aphmau MeeMeows plushes gain popularity with fans and collectors
- Lego set to expand franchises with Pokémon, and potential for others to follow
- CHANNELS
- Retail e-commerce dominates due to its strength in video games software
- Lazada and Shopee set to drive sales of toys and games via retail e-commerce
- Offline stores continue to account for a notable share of sales
- ECONOMIC CONTEXT
- CHART 6 Real GDP Growth and Inflation 2019-2029
- CHART 7 PEST Analysis in the Philippines 2024
- CONSUMER CONTEXT
- CHART 8 Key Insights on Consumers in the Philippines 2024
- CHART 9 Consumer Landscape in the Philippines 2024
- COUNTRY REPORTS DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- TRADITIONAL TOYS AND GAMES IN THE PHILIPPINES
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Rising incomes, nostalgia, and collectibles contribute to growth
- CHART 10 Key Trends 2024
- INDUSTRY PERFORMANCE
- Rising incomes propel value sales of traditional toys and games
- Rising interest in creative play drives growth for construction
- Kidults drive demand for nostalgic and culturally relevant products
- CHART 11 Analyst Insight
- Hirono and Pop Mart collaborations drive growth for collectibles
- CHART 12 Pop Mart Hirono x Le Petit Prince Collaboration
- WHAT’S NEXT?
- Dolls and accessories set to continue to lead traditional toys and games
- Kidult consumer group set to grow due to nostalgia, licensing, and investment potential
- Partnerships, and focusing on core brands likely to be key growth drivers
- A shift to more eco-friendly options expected moving forward
- Attempts to counteract the impact of seasonality in plush toys
- COMPETITIVE LANDSCAPE
- Mattel extends its lead as its brands are popular for gifting
- Aphmau and Keeppley drive greater fragmentation with niche branding
- Lego and Pokémon join forces to expand their market reach
- Labubu from Pop Mart leverages endorsements and scarcity, boosting its sales
- CHART 13 Labubu Monsters Propels Pop Mart Forward
- CHANNELS
- Traditional toys and games stores maintains its dominance as toy shopping is recreational
- Shopee and Lazada are increasingly popular for purchases of toys due to convenience and digital payments
- CHART 14 Shopee and Lazada are Significant for Purchases of Traditional Toys and Games
- Growth in sales via retail e-commerce expected as consumers and companies adapt online
- COUNTRY REPORTS DISCLAIMER
- VIDEO GAMES IN THE PHILIPPINES
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Growth in video games is driven by developments in software
- CHART 15 Key Trends 2024
- INDUSTRY PERFORMANCE
- Video games software drives growth through subscriptions and localised content
- CHART 16 Analyst Insight
- Mobile games remains the driving force for sales in video games
- Partnerships drive games development, boosting exports and B2B meetings
- CHART 17 GameDev Philippines Summit 2024 Fosters Collaboration
- WHAT’S NEXT?
- Video games software set to lead sales and growth as incomes rise
- Subscriptions, cloud gaming, and AI set to reshape video games
- Transition to digital sales due to competitive prices and wide product range
- New launches set to impact video games hardware
- Opportunities may arise from government initiatives
- COMPETITIVE LANDSCAPE
- Fragmentation is high and increasing in video games
- Roblox sees another year of share growth as it appeals to younger consumers
- Nintendo Switch 2 and Pokémon Legends: Z-A due for release
- CHART 18 The Nintendo Switch 2 is Due for Release in 2025
- CHANNELS
- Shift to retail e-commerce continues in 2024, and this trend is expected to be maintained
- Offline sales of pre-paid cards maintain a high share of sales through other non-grocery retailers
- Globe bundles gaming perks, enabling access to cloud gaming for households
- CHART 19 Razor Gold Gaming Credits Incorporated within its GFiber Post-Paid Plans
- COUNTRY REPORTS DISCLAIMER
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