The market for traditional toys and games in Indonesia is expected to record relatively modest value growth in 2024 (at constant 2023 prices), thanks partly 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 and the rising number of middle-income households, which are expected to trade-up to better quality, premium products.
The kidult trend has seen a significant surge in Indonesia, as young adults seek to reconnect with their childhoods. Driven by nostalgia, these consumers have shown a strong preference for collectible action figures from entertainment franchises, complex construction kits, and detailed model vehicles.
Offline channels account of the vast proportion of value sales within the traditional toys and games market in Indonesia. 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.
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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.
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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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