인도네시아의 완구 및 게임 시장

Toys and games in Indonesia demonstrated robust growth in 2025, reaching IDR40,270 billion in retail value sales and recording a 9% increase, significantly outpacing broader regional trends. This dynamic is underpinned by the rapid adoption of digital channels and the dominance of video games, which contributed significantly to overall sales, signalling a sustained consumer appetite for mobile-first, localised and digitally monetised experiences. The market is highly attractive, driven by a youn...

Euromonitor International's Toys and Games in Indonesia 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

Mobile Legends and Roblox Monetise Mass Audiences with Local Payment Options

Pop Mart and Bandai Fuel Adult Demand for Display Collectables

CHART 2 Pop Mart's Labubu and Crybaby Sell Out

CHART 3 Lego's Jakarta Blends Education and Immersion

Lego and Playgro Command Premium with Education and Safety Credentials

CHART 4 Value Sales 2020-2030

CHART 5 Value Sales by Category 2025

What's Next?

Pop Mart and Tiktok Shop to Expand Reach with Collectables and Digital Commerce

Gen Z and Adult Collectors to Drive Premium Growth

E-Wallet Adoption and Creator Commerce to Redefine Purchasing and Engagement

CHART 6 Forecast Value Sales 2020-2030

CHART 7 Forecast Value Sales by Category 2025-2030

Competitive Landscape

Shanghai Montoon Technology Maintains Lead through Mobile Gaming

CHART 8 Localised Play and Esports Keep Moonton's Mobile Legends Popular

CHART 9 Company Shares 2025

CHART 10 Brand Shares 2025

Channels

Social Discovery Drives Retail E-Commerce's Distribution Dominance

CHART 11 Retail Channels 2020-2025

Products

Social Commerce and Content-Native Product Formats Redefine Collecting

Live-Service Design and Hardware Launches Expand Digital Product Depth

Stem Integration and Certification-Led Design Underpin Premium Positioning

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 INDONESIA

• 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
• Kidults Drive Demand for Nostalgic, Limited Collectables
• CHART 20 Kidults Lead Dolls and Accessories Growth
• Pop Mart'S Vending Machines Fuel Impulse and Convenience-Driven Buying
• CHART 21 Pop Mart'S Blind-Box Vending Reshapes Category
• Brands Use Local Heritage to Deepen Emotional Ties
• CHART 22 Value Sales 2020-2030
• CHART 23 Value Sales by Category 2025
• What's Next?
• Economic Factors Set to Support Category Growth
• Kidult Spending and Local Characters to Reshape Purchasing Habits
• CHART 24 Analyst Insight for Traditional Toys and Games
• Eco-Friendly Materials and Transparency to Drive Consumer Loyalty
• CHART 25 Forecast Value Sales 2020-2030
• CHART 26 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Pop Mart and Mattel Sustain Growth as Distribution and Kidult Trends Intensify
• Blooming Years' Move Reshapes Industry
• CHART 27 Company Shares 2025
• CHART 28 Brand Shares 2025
• Channels
• Traditional Toys and Games Stores Maintain Lead
• Online Platforms Capture Demand with Convenience and Product Diversity
• Lifestyle Retailers and Omnichannel Strategies Fuel Channel Innovation
• CHART 29 Retail Channels 2020-2025
• Products
• Original Character Development and Newstalgia Reimagining Drive Product Diversification
• Tnt's Character Portfolio and Monopoly: Bali Edition Demonstrate Localised Innovation
• Sustainability Credentials and Ip Ownership Build Long-Term Brand Equity and Pricing Power
• 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 INDONESIA

• Key Data Insights
• 2025 Developments
• Video Games Summary
• Key Industry Trends
• CHART 36 Key Industry Trends for Video Games
• Industry Performance
• Roblox Leverages Local Payments to Boost In-App Spending
• Nintendo Switch 2 and Playstation 5 Fuel Enthusiast Spending
• CHART 37 Switch 2 Drives Indonesia's Console Niche
• Mobile Legends and Mpl Drive Community Loyalty and Monetisation
• CHART 38 Localised Play and Mpl Esports Keep Moonton's Mobile Legends Popular
• CHART 39 Value Sales 2020-2030
• CHART 40 Value Sales by Category 2025
• What's Next?
• Mobile Legends and Free Fire to Deepen Loyalty through Local Content
• Kidults to Embrace Hybrid Console Access and Subscriptions for Premium Play
• E-Wallet Integration and Deep Localisation to Unlock New Spending Power
• CHART 41 Roblox's E-Wallet-First Top-Ups Broaden Pay Options
• CHART 42 Forecast Value Sales 2020-2030
• CHART 43 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Mobile Legends and Roblox Deepen Loyalty through Localised Content
• Esports and Localisation Power Moonton'S Performance
• CHART 44 Company Shares 2025
• CHART 45 Brand Shares 2025
• Channels
• E-Wallets and Top-Up Platforms Expand Digital Spending Power
• Rental Hybrids and Payment Ecosystems Reshape Premium Gaming Access
• CHART 46 Retail Channels 2020-2025
• Products
• Virtual Economies and Embedded Payment Rails Redefine Product Design
• Premium Hardware Design and Flexible Access Models Attract a New Enthusiast Base
• Localised Content Features and In-Game Event Architecture Drive Sustained Engagement
• 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