Report cover image

Traditional Toys and Games in Indonesia

Publisher Euromonitor International
Published Jun 05, 2025
Length 23 Pages
SKU # EP20081063

Description

In 2024, traditional toys and games experienced growth in value sales in Indonesia, with dolls and accessories and construction being significant in this performance. Notable trends included the influence of kidults on demand for collectibles and nostalgia-driven products, as well as the impact of brand partnerships and educational toys. Although physical stores remained dominant, e-commerce was on the rise. Meanwhile, the competitive landscape was fragmented, yet starting to see consolidation.

Euromonitor International's Traditional 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: Action Figures and Accessories, Arts and Crafts, Baby and Infant, Construction, Dolls and Accessories, Dress-Up and Role Play, Games and Puzzles, Model Vehicles, Other Traditional Toys and Games, Outdoor and Sports, Plush, Pre-School, Remote Control Toys, Ride-On Vehicles, Scientific/Educational.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Traditional 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

23 Pages
Traditional Toys and Games in Indonesia
Euromonitor International
June 2025
List Of Contents And Tables
TRADITIONAL TOYS AND GAMES IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Nostalgia and collectibles drive demand, supported by strategic brand partnerships
CHART 1 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 2 LEGO and Formula 1 Partnership Drives Growth in Indonesia in 2024
CHART 3 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 4 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
CHART 5 Key Trends 2024
CHART 6 Pokémon Trading Cards Spark Cross-Generational Buzz in Indonesia
CHART 7 Analyst Insight
CHART 8 Real GDP Growth and Inflation 2019-2029
CHART 9 PEST Analysis in Indonesia 2024
CHART 10 Key Insights on Consumers in Indonesia 2024
CHART 11 Consumer Landscape in Indonesia 2024
TOYS AND GAMES IN INDONESIA
EXECUTIVE SUMMARY
Kidults, collectibles, and mobile-first gaming fuel growth in Indonesia
KEY DATA FINDINGS
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
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
ECONOMIC CONTEXT
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

Search Inside Report

Pricing

Currency Rates
How Do Licenses Work?

How Do Licenses Work?

The primary function of a report license is to define how many people within a company are authorized to use the purchased report. This is separate to how a report might be delivered. Unless specifically identified otherwise, the purchase option is Single User. Below is a helpful description of that license, along with a sampling of others most commonly offered.

  • This license allows only one user to have access to and to use/read the report. It is not one user at a time or one user group; it is an individual who will be reading and utilizing the report.

  • This license allows for the entire purchasing company to read and use the report. This is the license level that would allow for a report to be placed on an internal company shared drive for access by all employees of that direct company. This license does not extend to parent or sister company use.

  • This license is designed to allow an entire department within a company full access to a report. The departmental license is a great option for companies that have more than one location and the department is spread out all over the country/world

  • This license is for companies that have one location where they want the report to be accessible by all employees within that physical location.

  • This is the most flexible of the licensing options. Some publishers will allow you to get a license for a preset number of people (typically 5). These licenses are ideal for small work groups.

License options are at the discretion of each publisher. As such, not all licenses indicated above are available for every product. If you are uncertain of the best license for your needs or would like a license that is not proactively available, please contact us and we will be happy to assist.

Head shot

Questions or Comments?

Our team has the ability to search within reports to verify it suits your needs. We can also help maximize your budget by finding sections of reports you can purchase.
Chat Now
Contact Us