필리핀의 완구 및 게임 시장

Toys and games in the Philippines displayed robust expansion in 2025, with retail value sales of PHP77,123 million and a 9% increase that notably surpasses national GDP growth, outpacing much of the wider Asia Pacific region and underscoring the strength of both digital adoption and discretionary spending. This environment is especially attractive for investment, given the combination of a youthful population, rising incomes and a retail ecosystem that seamlessly merges mobile-first digital expe...

Euromonitor International's 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 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

Demand for Toys and Games Boosted by Increased Spending

Garena Streamlines Mobile Gaming and Fuels Digital-First Play

CHART 2 Sea Integrates Garena and Shopee for Free Fire Access

Mattel and Pop Mart Reshape Premium and Omnichannel Play

CHART 3 Barbie Anchors Character-Led, Collectable Demand

CHART 4 Value Sales 2020-2030

CHART 5 Value Sales by Category 2025

What's Next?

Mobile-First Platforms to Accelerate Digital Spending and Live Commerce

Mobile Games and Live-Service Titles to Capture the Largest Share of Spend

CHART 6 Forecast Value Sales 2020-2030

CHART 7 Forecast Value Sales by Category 2025-2030

Competitive Landscape

Mattel and Bytedance Shape Divergent Brand and Value Leadership

Pop Mart and Live Commerce Energise Collectables and Fandom Demand

CHART 8 Pop Mart Converts Social Videos into Sales

CHART 9 Company Shares 2025

CHART 10 Brand Shares 2025

Channels

Live Commerce Transforms Discovery and Purchase Behaviour

CHART 11 Retail Channels 2020-2025

Products

Live-Service Architecture and Localised Content Define Digital Product Innovation

Collectables and Licensed Characters Drive Physical Product Reinvention

Creator-Driven Commerce Reshapes Product Launches

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 Population by Generation 2025

Country Reports Disclaimer

TRADITIONAL TOYS AND GAMES IN THE PHILIPPINES

• Key Data Insights
• 2025 Developments
• Traditional Toys and Games Summary
• Key Industry Trends
• CHART 18 Key Industry Trends for Traditional Toys and Games
• Industry Performance
• Pop Mart and Funko Pop Fuel Sales through Viral Tiktok Drops
• CHART 19 Pop Mart Drives Tiktok Vlogs and Unboxings
• Adult Collectors and Nostalgia Drive Value for Display-Orientated Toys
• CHART 20 Beyblade Tournaments Drive Multi-Generation Collecting
• Mindful Play and Surprise-Driven Collecting Reshape Sensory and Repeat Purchases
• CHART 21 Value Sales 2020-2030
• CHART 22 Value Sales by Category 2025
• What's Next?
• Kidult Collectors and Blind Boxes to Drive Sustained Growth
• CHART 23 Analyst Insight for Traditional Toys and Games
• Content-Driven Engagement Set to Fuel Games and Puzzles
• CHART 24 Forecast Value Sales 2020-2030
• CHART 25 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Mattel Leverages Strong Ip to Expand Lead Amid Rising Competition
• Emerging Players Tap into Pop Culture Demand with Niche Ip Strategies
• CHART 26 Company Shares 2025
• CHART 27 Brand Shares 2025
• Channels
• Toy Kingdom and Ban Kee Trading Corp Accelerate Online Sales with Official Flagship Stores
• Retailers Boost Experiential Shopping with Events and Pop-Ups to Sustain Footfall
• CHART 28 Retail Channels 2020-2025
• Products
• Franchise Licensing and Character-Ip Convergence Drive the Next Wave of Product Design
• Pop Mart's New Series and Miniso's Bt21 Line Demonstrate Character-Driven Product Extension
• CHART 29 Miniso's 2025 BT21 Plush Collections Offer Comfort
• Repeat-Purchase Mechanics and Cross-Generational Licensing Strengthen Category Economics
• Economic Context
• CHART 30 Economic Context for Traditional Toys and Games
• CHART 31 Real GDP Growth 2020-2030
• CHART 32 Inflation 2020-2030
• Consumer Context
• CHART 33 Consumer Context for Traditional Toys and Games
• CHART 34 Population 2020-2030
• CHART 35 Population by Generation 2025
• Country Reports Disclaimer

VIDEO GAMES IN THE PHILIPPINES

• Key Data Insights
• 2025 Developments
• Video Games Summary
• Key Industry Trends
• CHART 36 Key Industry Trends for Video Games
• Industry Performance
• Roblox and Free Fire Drive Recurring Spend and Engagement among Young Players
• CHART 37 Sea Links Garena and Shopee for Easier Free Fire Access
• Nintendo Targets Urban Enthusiasts as Console Value Declines Further
• CHART 38 Nintendo Switch 2 Caters to Console Enthusiasts
• CHART 39 Value Sales 2020-2030
• CHART 40 Value Sales by Category 2025
• What's Next?
• Live-Service Games to Attract Young Mobile Users through Digital Payments
• Recurring Digital Models and Frictionless Payments to Reshape Competitive Dynamics
• CHART 41 Forecast Value Sales 2020-2030
• CHART 42 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Bytedance Capitalises on Mobile Legends to Accelerate Share Gains
• CHART 43 Company Shares 2025
• CHART 44 Brand Shares 2025
• Channels
• Garena and Shopee Expand Digital Access through Local Payments
• CHART 45 Roblox Offers Top Ups Targeting Young Filipinos
• CHART 46 Retail Channels 2020-2025
• Products
• Embedded Payment Products Lower the Barrier to In-Game Spending
• Localised Content and Regional Community Features Drive Product Differentiation
• User-Generated Content Platforms Establish a New Model for Product Innovation
• Economic Context
• CHART 47 Economic Context for Video Games
• CHART 48 Real GDP Growth 2020-2030
• CHART 49 Inflation 2020-2030
• Consumer Context
• CHART 50 Consumer Context for Video Games
• CHART 51 Population 2020-2030
• CHART 52 Consumer Expenditure 2020-2030
• CHART 53 Population by Generation 2025
• Country Reports Disclaimer