싱가포르의 완구 및 게임

Toys and games in Singapore stood out in Asia Pacific with a strong acceleration in 2025, recording a 7% rise to SGD1,230 million, outpacing regional peers due to the advanced digital infrastructure and a consumer base that is both affluent and digitally engaged. The attractiveness of this environment is reinforced by the dominance of mobile-first play, cashless payment adoption and robust consumer spending, with premiumisation and experiential retail models proving highly effective at capturing both discretionary income and loyalty. To capitalise on these dynamics, brands should leverage digital-first strategies for video games, invest in collectables and licensed offerings for traditional toys and build seamless omnichannel experiences that connect digital discovery with in-person engagement, as success increasingly depends on meeting the expectations of a sophisticated, experience-orientated audience.

Euromonitor International's Toys and Games in Singapore 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

• Singapore'S Toy Market Outpaces Asia with Digital Surge
• Mobile Legends and Pop Mart Shape Digital-First Buying and Premiumisation
• CHART 2 Pop Mart's Exclusives Drive Collectable Demand
• CHART 3 Value Sales 2020-2030
• CHART 4 Value Sales by Category 2025

What's Next?

• Premium Collectables to Accelerate Digital Play
• CHART 5 Botanicals Targets Adult Hobbyists
• Affluent Consumers to Prioritise Digital Value and Immersive Experiences
• CHART 6 Forecast Value Sales 2020-2030
• CHART 7 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Pop Mart Capitalises on Collectables Boom to Overtake Incumbents
• CHART 8 Company Shares 2025
• CHART 9 Brand Shares 2025

Channels

• Retail E-Commerce Overtakes Retail Offline as Digital Delivery Accelerates
• Pop Mart Transforms Toy Shopping into a Social Experience
• CHART 10 Razer Gold Anchors Digital-First Spending
• CHART 11 Retail Channels 2020-2025

Products

• Innovation Drivers Reshape the Toys and Games Market
• Hybrid Experiences Cater to Affluent Consumers

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 SINGAPORE

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'S Store Expansion Cements Dolls and Accessories as the Leading Choice
• CHART 19 Pop Mart's Themed Pop-Ups and Limited Editions Drive Collectable Demand
• Le Toy Van and Lego Tap Adult and Parental Priorities to Lift Value
• CHART 20 Lego's Botanicals Targets Adult Hobbyists
• CHART 21 Value Sales 2020-2030
• CHART 22 Value Sales by Category 2025

What's Next?

• Traditional Toys and Games Set to Face Slow Growth as Novelty Diminishes
• CHART 23 Analyst Insight for Traditional Toys and Games
• Lego and Educational Toys to Outpace Peers with Adult and Parent Appeal
• Retailers to Leverage Experiential Stores and Digital Buzz to Boost Value
• CHART 24 Forecast Value Sales 2020-2030
• CHART 25 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Pop Mart'S Rise Transforms Collector Appeal and Reshapes Leadership
• CHART 26 Company Shares 2025
• CHART 27 Brand Shares 2025

Channels

• Pop Mart Transforms Toy Shopping into a Social Destination
• E-Commerce Builds Momentum as a Discovery and Restock Channel
• CHART 28 Retail Channels 2020-2025

Products

• Surprise, Aesthetics and Values Redefine Product Design
• Pop Mart, Lego and Le Toy Van Lead the Innovation Charge
• CHART 29 Le Toy Van's Launch Taps into Premium, Eco-Conscious Play

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 SINGAPORE

Key Data Insights

• 2025 Developments
• Video Games Summary

Key Industry Trends

• CHART 36 Key Industry Trends for Video Games

Industry Performance

• Razer Gold Consolidates Spending as Digital-First Habits Accelerate
• CHART 37 Razer Gold Anchors Digital-First Spending
• Nintendo Switch 2 Launch Drives Premium Device Demand and Engagement
• CHART 38 Maxsoft Meets Switch 2 Demand
• Microsoft'S Day-One Blockbuster Strategy Shapes Subscription Uptake
• CHART 39 Value Sales 2020-2030
• CHART 40 Value Sales by Category 2025

What's Next?

• Mobile-First Players to Accelerate Digital Spend and Shrink Hardware Sales
• Subscriptions and Live-Service Content to Win Time-Pressed Consumers
• CHART 41 Forecast Value Sales 2020-2030
• CHART 42 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Maxsoft Leverages Distribution Strength as Console and Mobile Models Coexist
• CHART 43 Company Shares 2025
• CHART 44 Brand Shares 2025

Channels

• Retail E-Commerce Displaces Retail Offline with Cashless Payments
• CHART 45 Retail Channels 2020-2025

Products

• Payment Architecture Emerges as a Product Category
• Hybrid Hardware Design Prioritises Portability over Power
• Subscription Products Compete on Content Cadence and Progression
• CHART 46 Black Ops 7 Drives Engagement, Not Automatic Retention

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 Population by Generation 2025
• Country Reports Disclaimer