South East Asia Toys Market Expands with Rising Investments and Infrastructure Boost

The South East Asia toys market size reached USD 4.3 Billion in 2024. It is forecasted to grow to USD 5.5 Billion by 2033, exhibiting a CAGR of 2.76% during the 2025-2033 period. Growth is driven by the rise of eco-friendly toys, a consumer shift from traditional to advanced electronic toys, and the growing influence of social media and celebrity endorsements. The market reflects the evolving preferences and technological advancements in toys within the region.

Study Assumption Years

• Base Year: 2024
• Historical Year/Period: 2019-2024
• Forecast Year/Period: 2025-2033

South East Asia Toys Market Key Takeaways

• Current Market Size: USD 4.3 Billion in 2024
• CAGR: 2.76% (2025-2033)
• Forecast Period: 2025-2033
• The market growth is supported by the launch of toys made from eco-friendly materials like cork, clay, and bamboo.
• Consumer preference is shifting towards contemporary, high-tech electronic toys that aid in IQ and motor skills development.
• Expansion of organized distribution channels and the e-commerce sector boosts market growth through convenient delivery and secure payment.
• Social media influence and high income levels are additional growth catalysts.
• Key product types include action figures, building sets, dolls, games and puzzles, sports and outdoor toys, plush, and others.
• Age groups covered range from up to 5 years, 5 to 10 years, and above 10 years.

Request a Free Sample Report

Market Trends

The South East Asia toys market has surged due to increasing disposable incomes across the region. Consumers are shifting from traditional toys to advanced, electronic types, which are favored for their perceived benefits in enhancing intelligence quotient, motor skills, concentration, creativity, personality, and communication. This significant change in preference is helping to broaden the market scope with more modern, technologically advanced playthings.

The pervasive use of smartphones and widespread internet accessibility are critical enablers of market growth, facilitating online shopping and digital payments. The concurrent rise of electronic banking systems further supports sales channel expansion, allowing easier, safer transactions and improved consumer convenience in purchasing toys from online platforms.

Environmental sustainability is increasingly influencing consumer choices. Leading companies in the market are increasingly developing eco-friendly toys from materials like cork, clay, and bamboo. This innovation aligns with global trends toward sustainable products and has started to shape the competitive landscape, further driving consumers' positive response and market growth.

Market Growth Factors

The toy industry in South East Asia benefits from elevated disposable income levels, fueling demand for a diverse range of toys including electronics and educational variants. The shift provides opportunities for manufacturers to innovate and diversify their offerings, leveraging the increased affordability among consumers.

The expansion of organized retail distribution channels, including supermarkets, specialty stores, and online platforms, encourages easy access to products. Doorstep delivery and secure online payment systems considerably improve the consumer shopping experience, increasing market penetration and customer retention.

Social media's growing influence and celebrity endorsements play a pivotal role in shaping consumer behavior and boosting toy sales. This promotion enhances brand visibility and consumer trust, making marketing practices a strong driver of market growth in the South East Asia region.

Market Segmentation

Product Type:

• Action Figures
• Building Sets
• Dolls
• Games and Puzzles
• Sports and Outdoor Toys
• Plush
• Others

These categories encompass traditional and modern toys, catering to varying consumer preferences and developmental needs.

Age Group:

• Up to 5 Years
• 5 to 10 Years
• Above 10 Years

Market segmentation by age allows tailoring toy types to developmental stages, enhancing educational and entertainment value.

Sales Channel:

• Supermarkets and Hypermarkets
• Specialty Stores
• Department Stores
• Online Stores
• Others

These channels reflect the diverse purchasing platforms accessible in South East Asia, including brick-and-mortar and e-commerce.

Country:

• Indonesia
• Thailand
• Singapore
• Philippines
• Vietnam
• Malaysia
• Others

The market is geographically diversified, reflecting varied consumer bases and regional market dynamics.

Regional Insights

Indonesia, Thailand, Singapore, Philippines, Vietnam, and Malaysia are the key regional markets contributing significantly to the South East Asia toys market. The region’s combined growth and market presence drive the USD 4.3 Billion market size in 2024, progressing to USD 5.5 Billion by 2033 with a CAGR of 2.76%. The varied economic growth rates and disposable income levels underscore the region’s promising expansion potential.

Key Players

• Funtastic International Inc.
• Hasbro Inc.
• Nam Hoa Corporation
• Toys”R”Us Singapore

Note: If you require any specific information that is not covered currently within the scope of the report, we will provide the same as a part of the customization.