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Traditional Toys and Games in the Philippines

Publisher Euromonitor International
Published Jul 02, 2025
Length 23 Pages
SKU # EP20174912

Description

In 2024, traditional toys and games in the Philippines saw an increase in value sales, driven by rising incomes and interest in creative play. Key trends included licensed merchandise, collectibles, and a growing kidult consumer group, boosting sales through traditional toys and games stores. Companies capitalised on nostalgia, limited-edition items, and partnerships. Leading players benefited from the enduring success of popular brands, although some newer brands saw rising shares.

Euromonitor International's Traditional 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: 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 the Philippines
Euromonitor International
July 2025
List Of Contents And Tables
TRADITIONAL TOYS AND GAMES IN THE PHILIPPINES
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rising incomes, nostalgia, and collectibles contribute to growth
CHART 1 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 2 Analyst Insight
Hirono and Pop Mart collaborations drive growth for collectibles
CHART 3 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 4 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 5 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
CHART 6 Key Trends 2024
CHART 7 Analyst Insight
CHART 8 Pop Mart Hirono x Le Petit Prince Collaboration
CHART 9 Mattel is Committed to Sustainability
CHART 10 Lego and Pokémon Collaborate to Engage Fans
CHART 11 Real GDP Growth and Inflation 2019-2029
CHART 12 PEST Analysis in the Philippines 2024
CHART 13 Key Insights on Consumers in the Philippines 2024
CHART 14 Consumer Landscape in the Philippines 2024
TOYS AND GAMES IN THE PHILIPPINES
EXECUTIVE SUMMARY
Growth rates increase as disposable incomes rise
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Video games drives growth in 2024, thanks to the continued rise in popularity of mobile games
Growth also seen for traditional toys and games along with the rise of collectibles
Core brands move towards sustainability, with Barbie using ocean plastic and Lego sugarcane
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
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
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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