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Toys and Games in Taiwan

Publisher Euromonitor International
Published Aug 14, 2025
Length 29 Pages
SKU # EP20321014

Description

In 2024, sales of toys and games in Taiwan grew, largely due to the popularity of video games and the emerging kidult trend. Cloud gaming was boosted by high smartphone penetration and the expansion of 5G networks. Additionally, there was notable demand for collectibles such as Labubu, as adults sought out nostalgic items. Retail e-commerce was the dominant channel, with retail offline losing ground. The landscape remained fragmented, with established brands focusing on their core products.

Euromonitor International's Toys and Games in Taiwan 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

29 Pages
Toys and Games in Taiwan
Euromonitor International
August 2025
List Of Contents And Tables
TOYS AND GAMES IN TAIWAN
EXECUTIVE SUMMARY
Video games, collectibles and kidults drive industry growth
KEY DATA FINDINGS
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
Video games experiences fastest growth and remains largest category
Labubu drives kidult demand for collectibles with ugly-cute aesthetic
CHART 2 Taiwanese Adults Obsessed With Labubu “Ugly-Cute” Collectables
9SPlay achieves faster deployment through cloud integration and partnership
Chainsaw Man exhibition provides behind-the-scenes look at anime series
CHART 3 Chainsaw Man Animation Exhibition hosted in Taipei
WHAT’S NEXT?
Video games to continue to drive sales of toys and games
Traditional toy companies look to Hasbro and Lego for growth strategies
Addressing the challenge of a falling birth rate and ageing population
CHART 4 Analyst Insight
COMPETITIVE LANDSCAPE
Fragmented competitive landscape led by major video games companies
Local brand expands with focus on sustainable materials
Netmarble gains attention with anime-inspired gachapon success
CHANNELS
Retail e-commerce continues to dominate overall distribution
Animation convention and toy collaborations help to generate sales
ECONOMIC CONTEXT
CHART 5 Real GDP Growth and Inflation 2019-2029
CHART 6 PEST Analysis in Taiwan 2024
CONSUMER CONTEXT
CHART 7 Key Insights on Consumers in Taiwan 2024
CHART 8 Consumer Landscape in Taiwan 2024
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources
TRADITIONAL TOYS AND GAMES IN TAIWAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Kidults and collectibles support growth of traditional toys and games
CHART 9 Key Trends 2024
INDUSTRY PERFORMANCE
Action figures and dolls and accessories boosted by kidult and collectibles trends
PlanToys embraces sustainable production and carbon neutrality initiative
CHART 10 PlanToys Sustainable Range Finds Success Among Environmentally Conscious Consumers
Pop Mart's Labubu resonates with adults seeking stress relief
CHART 11 Labubu Toys Experiencing Asia-Wide Success Thanks to Kidult Collectors
Chainsaw Man exhibition offers chance to purchase limited editions and rare toys
CHART 12 Analyst Insight
WHAT’S NEXT?
Construction set to continue leading sales of traditional toys and games
BANDAI’s lottery strategy engages fans and strengthens local ties
AI adoption and tech-integrated toys to help influence category development
COMPETITIVE LANDSCAPE
Top companies focus on core brands amid uncertain outlook for local birth rate
Sustainability focus by PlanToys resonates with consumers
Sylvanian Families launches Taiwanese crossover toys in pop-up stores
CHANNELS
Retail offline continues to drive distribution of traditional toys and games
Physical outlets look to compete with online platforms via promotions and in-store exclusives
Exhibitions, special events and collaborations help expand visibility and reach
Social media and local fundraising platforms can help drive sales
COUNTRY REPORTS DISCLAIMER
VIDEO GAMES IN TAIWAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Digital software continues to drive sales of video games
CHART 13 Key Trends 2024
INDUSTRY PERFORMANCE
Video games software sees rapid digitisation, while subscription services boost access
Innovation by Red Candle Games highlights localisation strategies and market success
CHART 14 Analyst Insight
Support for esports helps to increase visibility and interest in video games
CHART 15 Taipei Game Show Helps Stimulate Esports Industry Across Taiwan
WHAT’S NEXT?
Video games software to drive future growth over forecast period
Nintendo's marketing sustains Switch dominance, but potentially limits Switch Lite sales
CHART 16 The Nintendo Switch 2 to Be Launched in 2025
Local content set to gain greater prominence
COMPETITIVE LANDSCAPE
Tencent strengthens lead due to presence in digital content and localised strategy
Netmarble's gachapon game success driven by anime IPs in Taiwan
Positive reception to local game Nine Sols
CHANNELS
Digital downloads increase as retail e-commerce dominates video games distribution
9SPlay utilises Google Cloud to enhance game performance in Asia
Xbox Game Pass boosts retention as gamers favour mobile streaming
COUNTRY REPORTS DISCLAIMER

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