The market for toys and games in Indonesia saw mid-single digit growth in current value terms in 2023, a slight improvement over the previous year. Sales were impacted by inflationary pressures, mainly due to higher food and energy costs.
Towards the end of the review period, domestic toy producers faced significant challenges in growing their presence in the Indonesian market, due to rising manufacturing costs. A substantial proportion of raw materials were sourced from overseas suppliers, which were subject to supply chain disruptions and price fluctuations, which placed pressure on local manufacturers.
Mattel maintained its strong lead in traditional toys and games in 2023, despite experiencing slower rate of growth compared to the previous year. In addition to the strength of its portfolio, which includes iconic brands such as Hot Wheels, Fisher-Price and MEGA Bloks, amongst others, the company benefits from a local manufacturing facility in Indonesia, which allows it to keep its operating costs to a minimum, get products onto retailers’ shelves more swiftly and introduce competitively-priced customised products.
Offline channels continued to account of the vast proportion of value sales within the traditional toys and games market in 2023. Brick-and-mortar toy stores hold significant importance in the country, largely because many Indonesian shoppers value the tactile experience of seeing and interacting with products in person before buying.
The Indonesian market for toys and games is expected to experience relatively modest growth in 2024, thanks to continuing political uncertainty, given the backdrop of the forthcoming general election in February of the same year. From 2025 onwards, however, the outlook is significantly more positive, supported by better economic conditions, which will encourage consumer spending.
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Toys and Games
This is the aggregation of traditional toys and games and video games.
See All of Our DefinitionsThis report originates from Passport, our Toys and Games research and analysis database.
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