Toys and Games in Malaysia

May 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Toys and Games industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Traditional Toys and Games
  • Video Games

If you're in the Toys and Games industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Toys and Games in Malaysia report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Toys and Games in Malaysia?
  • Which are the leading brands in Toys and Games in Malaysia?
  • How are products distributed in Toys and Games in Malaysia?
  • How is the rise of e-commerce impacting the retail landscape and traditional outlets?
  • What are the key safety regulations to observe in Malaysia?
  • How has retail disruption following COVID-19 and national lockdown impacted sales?
  • Where is future growth expected to be most dynamic?
  • Is it more important to appeal to children or adults?
Download Table of Contents

Toys and Games in Malaysia

Toys and games in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for toys and games?
Table 1 Sales of Toys and Games by Category: Value 2018-2023
Table 2 Sales of Toys and Games by Category: % Value Growth 2018-2023
Table 3 NBO Company Shares of Toys and Games: % Value 2019-2023
Table 4 LBN Brand Shares of Toys and Games: % Value 2020-2023
Table 5 Distribution of Toys and Games by Format: % Value 2018-2023
Table 6 Forecast Sales of Toys and Games by Category: Value 2023-2028
Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Traditional Toys and Games in Malaysia

KEY DATA FINDINGS

Kidults and IP support demand for action figures, and dolls and accessories
Pop Mart’s hype continues to spread in the country
E-commerce sales on the rise while traditional toys and games stores take large share
Local consumers tighten spending as the new Sales and Service Tax (SST) takes effect
Country’s fertility rate at five-decade low poses an ongoing threat to the category
Parents looking for scientific/educational toys likely to aid category growth
Table 8 Sales of Traditional Toys and Games by Category: Value 2018-2023
Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2018-2023
Table 10 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2018-2023
Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2019-2023
Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2020-2023
Table 13 Distribution of Traditional Toys and Games by Format: % Value 2018-2023
Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2023-2028
Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2023-2028
Table 16 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2023-2028

Video Games in Malaysia

KEY DATA FINDINGS

Sony’s static console aids growth in video games hardware
Console games (digital) and mobile games key drivers in video games category
E-sports gaining in popularity as it turns mainstream
Spending on video games likely to be unaffected by tax hike on digital services
Rumoured new Nintendo Switch static console could aid growth for brand and category
Potential growth for AR/VR in the country
Table 17 Sales of Video Games by Category: Value 2018-2023
Table 18 Sales of Video Games by Category: % Value Growth 2018-2023
Table 19 NBO Company Shares of Video Games: % Value 2019-2023
Table 20 LBN Brand Shares of Video Games: % Value 2020-2023
Table 21 NBO Company Shares of Video Games Hardware: % Value 2019-2023
Table 22 LBN Brand Shares of Video Games Hardware: % Value 2020-2023
Table 23 NBO Company Shares of Video Games Software: % Value 2019-2023
Table 24 Distribution of Video Games by Format: % Value 2018-2023
Table 25 Distribution of Video Games Hardware by Format: % Value 2018-2023
Table 26 Distribution of Video Games Software by Format: % Value 2018-2023
Table 27 Distribution of Video Games Software (Physical) by Format: % Value 2018-2023
Table 28 Distribution of Video Games Software (Digital) by Format: % Value 2018-2023
Table 29 Forecast Sales of Video Games by Category: Value 2023-2028
Table 30 Forecast Sales of Video Games by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Toys and Games

    • Action Figures and Accessories
    • Arts and Crafts
    • Baby and Infant
    • Construction
    • Dolls and Accessories
    • Dress-Up and Role Play
    • Games and Puzzles
    • Model Vehicles
    • Outdoor and Sports
    • Plush
    • Pre-School
    • Remote Control Toys
    • Ride-On Vehicles
    • Scientific/Educational
    • Other Traditional Toys and Games
      • Hand-Held Consoles
      • Static Consoles
      • AR/VR Headsets
        • Computer Games (Physical)
        • Console Games (Physical)
        • Computer Games (Digital)
        • Console Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Console Games (Physical)
          • Console Games (Digital)
          • Computer Games (Physical)
          • Computer Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Computer Games (Game Sales)
          • Console Games (Game Sales)
          • Online Games and Subscriptions (Game Sales)
          • Mobile Games (Game Sales)
          • Computer Games (In-Game Purchases)
          • Console Games (In-Game Purchases)
          • Online Games and Subscriptions (In-Game Purchases)
          • Mobile Games (In-Game Purchases)

Toys and Games

This is the aggregation of traditional toys and games and video games.

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This report originates from Passport, our Toys and Games research and analysis database.

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