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Traditional Toys and Games in Thailand

Publisher Euromonitor International
Published Jul 08, 2025
Length 23 Pages
SKU # EP20199782

Description

Traditional toys and games in Thailand recorded strong growth in 2024, driven by the growing kidult demographic and the rising collectibles trend. This shift in the consumer base had a significant impact on products targeting children, as adults increasingly purchased high-quality items with mature themes. E-commerce and social media engagement became vital for connecting with consumers. While e-commerce encouraged new entrants, the competitive landscape became increasingly consolidated.

Euromonitor International's Traditional Toys and Games in Thailand 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 Thailand
Euromonitor International
July 2025
List Of Contents And Tables
TRADITIONAL TOYS AND GAMES IN THAILAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Kidults and collectibles help drive dynamic performance
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
Dolls and construction are strong demands drivers of traditional toys and games
Kidult trend boosts sales of traditional toys and games
CHART 2 Lego Botanicals Expanded Range
Labubu craze trend drives art toy sales, reshaping traditional toys and games
CHART 3 Pop Mart Labubu Monsters
WHAT’S NEXT?
Dolls and accessories to display fastest growth in traditional toys and games
Kidults trend to further expand category reach in a market with falling birth rates
CHART 4 Analyst Insight
Tech integration and online sales to become increasingly important
COMPETITIVE LANDSCAPE
Increasing consolidation due to collectibles
Pop Mart uses blind boxes and social media to drive rapid success in Thailand
CHART 5 Pop Mart Collectibles
Online game to expand into physical toys with Dress To Impress in 2025
CHANNELS
Despite strength of toy specialists, online platforms and art toy boutiques are alternative channels
Pop Mart vending machines set to drive impulse purchases of art toys
Retail e-commerce platforms help expand reach of smaller toy brands, while social media drives consumer engagement
COUNTRY REPORTS DISCLAIMER
CHART 6 Key Trends 2024
CHART 7 Pop Mart In Thailand
CHART 8 Art Toy Collectibles
CHART 9 Twitch Online Gamers
CHART 10 Analyst Insight
CHART 11 Real GDP Growth and Inflation 2019-2029
CHART 12 PEST Analysis in Thailand 2024
CHART 13 Key Insights on Consumers in Thailand 2024
CHART 14 Consumer Landscape in Thailand 2024
TOYS AND GAMES IN THAILAND
EXECUTIVE SUMMARY
Kidult trend and digital video content support positive performance
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Traditional toys and games drives gains in toys and games during the year
Pop Mart capitalises on kidult trend with store expansion
Blind collectibles drive repeat purchases and demand for limited editions
Digital gaming diverts consumer spending away from traditional toys and games
WHAT’S NEXT?
Video games to lead toys and games over forecast period with fastest growth
Cloud gaming and increasing preference for digital software to expand audience
Digital platforms to support dominance of e-commerce
COMPETITIVE LANDSCAPE
Fragmented landscape sees Pop Mart challenge traditional brands with art toys
Pop Mart targets kidults through community and exclusive marketing
CHANNELS
E-commerce dominates due to strength in video games, but physical stores are still favoured for traditional toys and games
Pop Mart disrupts established retail models with omnichannel strategy to drive local sales
ECONOMIC CONTEXT
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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