In 2024, traditional toys and games in Indonesia remained highly fragmented, with the top five companies accounting for 36% of value sales, although this was higher than the Asia Pacific average of 28%. However, concentration has been increasing in the country, as the top five companies accounted for 33% of value sales in 2019.
Chinese dolls and accessories brand Pop Mart was the strongest performer in Indonesia in 2024, seeing an increase of six percentage points in value share and rising to second place within traditional toys and games. The brand specialises in collectibles and blind boxes, offering art toy series such as Labubu, Skullpanda, and Crybaby, which are popular among teenagers and kidult collectors.
In 2024, Early Learning Centre (ELC) Indonesia introduced the Miko 3 Smart Robot, an AI-driven interactive educational toy designed for children between the ages of five and 10. The Miko 3, which is priced at around IDR5 million, is marketed as a learning companion that utilises conversational AI, games, storytelling, and emotional intelligence to engage its young users.
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Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Indonesia 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.
If you're in the Traditional Toys and Games industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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