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Traditional Toys and Games in Malaysia

Publisher Euromonitor International
Published Jul 21, 2025
Length 23 Pages
SKU # EP20240791

Description

In 2024, value sales of traditional toys and games in Malaysia notably increased, driven by the popularity of dolls and collectibles among children and adults alike. This was further boosted by celebrity and influencer endorsements. There is also growing demand for educational toys and games to enhance children's skill sets. While the competitive landscape remains fragmented, concentration is increasing, while traditional toys and games stores continues to dominate distribution.

Euromonitor International's Traditional Toys and Games in Malaysia 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 Malaysia
Euromonitor International
July 2025
List Of Contents And Tables
TRADITIONAL TOYS AND GAMES IN MALAYSIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Kidults, collectibles and STEM-based toys drive impressive growth
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
Pop Mart dolls and local anime help drive category sales
CHART 2 Labubu Dolls Amasses Loyal Following Among Avid Malaysian Collectors
Parents favour sustainability and cultural relevance in toys and games
The Nurts leverages learn-and-play activities to enhance children's skills
CHART 3 The Nurtz Supports Learn-And-Play Activities With Educational Toys and Games Kits
WHAT’S NEXT?
Overall positive outlook but category may struggle towards the end of the forecast period
Demand for educational toys shapes purchasing patterns
Kidults and collectibles trends to drive sales of dolls amid declining birth rate
CHART 4 Analyst Insight
COMPETITIVE LANDSCAPE
New leader as competitive landscape becomes increasingly consolidated
Local anime and films drive licensing in action figures and games
Mattel reduces China toy production due to tariffs
CHANNELS
Physical retailers benefit from weekend visits to shopping centres
Further gains for retail e-commerce as it attracts consumers with competitive prices
Impulse Gaming expands physical presence with new stores
COUNTRY REPORTS DISCLAIMER
CHART 5 Key Trends 2024
CHART 6 Analyst Insight
CHART 7 Local Franchise Wau Animation Teams Up With Sembo Blocks To Target Youngsters
CHART 8 Local Cloud Gaming Platform Nebula Offers 1000+ Games To Stream Instantly
CHART 9 Real GDP Growth and Inflation 2019-2029
CHART 10 PEST Analysis in Malaysia 2024
CHART 11 Key Insights on Consumers in Malaysia 2024
CHART 12 Consumer Landscape in Malaysia 2024
TOYS AND GAMES IN MALAYSIA
EXECUTIVE SUMMARY
Kidults and video games drive sales amid inflation and falling fertility rates
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Strong growth for traditional toys and games, but video games dominates sales
Monsta and Wau Animation drive innovation via cultural appeal and licensing
Affordable cloud gaming passes boost accessibility for local gamers
WHAT’S NEXT?
Rising incomes to drive expansion of toys and games over the forecast period
Greater interest in STEM-based toys to foster learning through play
Millennials to help drive sales as local birth rates fall
COMPETITIVE LANDSCAPE
Competitive landscape led by video games companies
Boboiboy Galaxy and Ejen Ali benefit from licensed merchandise partnerships
Mattel adjusts production amid tariffs and capacity expansion
CHANNELS
Physical stores regain share as consumers enjoy in-person toy shopping
Impulse Gaming expands with new flagship store in Johore
ECONOMIC CONTEXT
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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