말레이시아의 완구 및 게임 시장

Toys and games in Malaysia achieved robust growth in 2025, with a value increase of 8%, outpacing most regional counterparts due to the strength of video games, which generated a large majority of total value. The environment remains highly attractive, fuelled by increasing real disposable income and moderate inflation at 1%, which collectively sustain rising discretionary expenditure. Success increasingly hinges on embracing digital and mobile-led revenue models for video games, capitalising on...

Euromonitor International's 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 2021-2025, 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 2030 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

2025 Developments

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Toys and Games

Industry Performance

Digital Play Powers Malaysia'S Toys and Games Market

Collector Culture Fuels Value Growth in Malaysia'S Traditional Toys and Games

CHART 2 Pop Mart's Labubu Leads Malaysia's Adult-Driven Collectible Boom

CHART 3 Value Sales 2020-2030

CHART 4 Value Sales by Category 2025

What's Next?

Video Games Remain the Key Growth Engine in Malaysia'S Toys and Games

CHART 5 Malaysia's Game Market Led by Mobile Legends and Free Fire

Mobile-First Games and Festive Retail Models Transform Business Strategy

CHART 6 Forecast Value Sales 2020-2030

CHART 7 Forecast Value Sales by Category 2025-2030

Competitive Landscape

Video Games Lead Malaysia'S Toys and Games Market

CHART 8 Mega-Sales and Collectibles Roadshow Power Malaysia's Festive Toy Gifting

Pop Mart Reshapes Traditional Toys and Games through Collectibles

CHART 9 Company Shares 2025

CHART 10 Brand Shares 2025

Channels

E-Commerce Leads While Physical Retail Remains Relevant

CHART 11 Retail Channels 2020-2025

Economic Context

CHART 12 Economic Context for Toys and Games

CHART 13 Real Gdp Growth 2020-2030

CHART 14 Inflation 2020-2030

Consumer Context

CHART 15 Consumer Context for Toys and Games

CHART 16 Population 2020-2030

CHART 17 Consumer Expenditure 2020-2030

CHART 18 Population by Generation 2025

Country Reports Disclaimer

TRADITIONAL TOYS AND GAMES IN MALAYSIA

• Key Data Insights
• 2025 Developments
• Traditional Toys and Games Summary
• Key Industry Trends
• CHART 19 Key Industry Trends for Traditional Toys and Games
• Industry Performance
• Pop Mart and Miniso Accelerate Value Growth as Collectible Culture Expands
• CHART 20 Pop Mart Unveiled First Labubu Themed Store in Malaysia
• Dolls and Accessories Lead with Collector Appeal and Retail Innovation
• Lego Redefines Adult Engagement with Experiential Campaigns and Design Launches
• CHART 21 Lego Malaysia Revive Adult's Play with Roadshows in Malaysia
• CHART 22 Value Sales 2020-2030
• CHART 23 Value Sales by Category 2025
• What's Next?
• Adult Collectors Boost Demand for Anime-Inspired Toys
• CHART 24 Analyst Insight for Traditional Toys and Games
• Collectibles and Ip Grow Malaysia's Toy Market to 2030
• Cultural Trends and Cost Pressures Reshape Malaysia's Traditional Toys Outlook
• CHART 25 Forecast Value Sales 2020-2030
• CHART 26 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Pop Mart and Mattel Capture Share and Reinforce Engagement
• CHART 27 Company Shares 2025
• CHART 28 Brand Shares 2025
• Channels
• Traditional Toys and Games Stores Maintain Leadership
• Other Non-Grocery Retailers Gain Momentum through Collectibles
• Shopee and Lazada Face Slower Gains as Shoppers Return Offline
• CHART 29 Retail Channels 2020-2025
• Products
• Character-Led Collaborations Broaden Product Appeal
• Interactive Retail Concepts Support Product Discovery
• CHART 30 First Miniso Land Landed at Sunway Pyramid Mall in Malaysia
• Value-Focused Innovation Expands Market Accessibility
• Economic Context
• CHART 31 Economic Context for Traditional Toys and Games
• CHART 32 Real Gdp Growth 2020-2030
• CHART 33 Inflation 2020-2030
• Consumer Context
• CHART 34 Consumer Context for Traditional Toys and Games
• CHART 35 Population 2020-2030
• CHART 36 Population by Generation 2025
• Country Reports Disclaimer

VIDEO GAMES IN MALAYSIA

• Key Data Insights
• 2025 Developments
• Video Games Summary
• Key Industry Trends
• CHART 37 Key Industry Trends for Video Games
• Industry Performance
• Digital Monetisation Fuels Continued Expansion of Video Games
• CHART 38 User-Generated Experiences Drive Roblox's Monetisation in Malaysia
• Software Remains the Key Growth Engine in Video Games
• E-Wallets Accelerate Recurring Revenue in Video Games
• CHART 39 Malaysia's E-Wallets Power Free Fire and Mobile Legends Top-Ups
• CHART 40 Value Sales 2020-2030
• CHART 41 Value Sales by Category 2025
• What's Next?
• Mobile Game Publishers Prioritise Free-To-Play and E-Wallets to Widen Reach
• CHART 42 Malaysia's Game Market Runs on Mobile and Digital, Led by Mobile Legends
• Seamless Payments Drive Gaming'S Digital Shift
• CHART 43 Forecast Value Sales 2020-2030
• CHART 44 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Bytedance Drives Growing Concentration in Malaysia'S Video Games Market
• Nintendo Edges Forward, but Mobile Drives Malaysian Gains
• CHART 45 Company Shares 2025
• CHART 46 Brand Shares 2025
• Channels
• Digital Channels Maintain Strong Lead in Video Games
• In-Game Wallets Fuel Digital Channel Momentum
• CHART 47 Retail Channels 2020-2025
• Economic Context
• CHART 48 Economic Context for Video Games
• CHART 49 Real Gdp Growth 2020-2030
• CHART 50 Inflation 2020-2030
• Consumer Context
• CHART 51 Consumer Context for Video Games
• CHART 52 Population 2020-2030
• CHART 53 Consumer Expenditure 2020-2030
• CHART 54 Population by Generation 2025
• Country Reports Disclaimer