태국의 완구 및 게임 시장

Toys and games in Thailand experienced growth in 2024, propelled by the kidult trend and the increasing popularity of online gaming. The interest of adults in collectibles and nostalgic items has contributed to the rise in sales, while the shift in consumer spending habits towards mobile gaming has been notable. Traditional toys and games managed to remain relevant through innovative products, but digital platforms have become essential for companies.

Euromonitor International's 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: 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.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Kidult trend and digital video content support positive performance

KEY DATA FINDINGS

• CHART 1 Key Trends 2024

INDUSTRY PERFORMANCE

• Traditional toys and games drives gains in toys and games during the year
• Pop Mart capitalises on kidult trend with store expansion
• CHART 2 Pop Mart In Thailand
• Blind collectibles drive repeat purchases and demand for limited editions
• CHART 3 Art Toy Collectibles
• Digital gaming diverts consumer spending away from traditional toys and games
• CHART 4 Twitch Online Gamers

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
• CHART 5 Analyst Insight

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

• CHART 6 Real GDP Growth and Inflation 2019-2029
• CHART 7 PEST Analysis in Thailand 2024

CONSUMER CONTEXT

• CHART 8 Key Insights on Consumers in Thailand 2024
• CHART 9 Consumer Landscape in Thailand 2024

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

TRADITIONAL TOYS AND GAMES IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Kidults and collectibles help drive dynamic performance
• CHART 10 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 11 Lego Botanicals Expanded Range
• Labubu craze trend drives art toy sales, reshaping traditional toys and games
• CHART 12 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 13 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 14 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

VIDEO GAMES IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Digital content continues to drive video games in Thailand
• CHART 15 Key Trends 2024

INDUSTRY PERFORMANCE

• Video games software dominates due to accessibility and gaming culture
• Greater internet access in Thailand boosts online gaming engagement
• CHART 16 Mobile Phone Users in Thailand
• Synnex capitalises as cloud gaming adoption grows and boosts consumption
• CHART 17 Synnex Supporting The Rise in Cloud Gaming

WHAT'S NEXT?

• Video games software to continue driving category growth over forecast period
• Digital gaming expansion driven by streaming, subscriptions and mobile accessibility
• CHART 18 Analyst Insight
• Government aims to support local games development

COMPETITIVE LANDSCAPE

• Fragmented landscape sees increasing competition among game developers
• Adult gamers drive revenue, but foreign games dominate

CHANNELS

• E-commerce is the dominant distribution channel for video game sales
• Thailand International Game Showcase promotes local developers on global stage

COUNTRY REPORTS DISCLAIMER