印尼的玩具和游戏

2024年，受「Kidult」风潮和收藏类玩具的盛行推动，印尼的玩具和游戏市场呈现温和成长。这一趋势导致高端产品和生活方式收藏品的支出增加。虽然零售电商仍然是最重要的销售管道，但线下零售也实现了成长。该行业依然保持着碎片化的特征，全球和本土品牌都在透过定价策略、合作伙伴关係和线上曝光度来争夺价值份额。

欧睿国际的《印尼玩具与游戏市场报告》全面展现了印尼玩具和游戏市场的规模和格局。报告提供了2020年至2024年的最新零售销售资料，帮助您识别推动成长的产业。报告中还甄选了领先的公司和品牌，并对影响市场的关键因素（包括新产品开发、分销和定价问题）进行了策略分析。报告也对2029年的市场变化进行了预测。

产品范围：传统玩具和游戏、电玩游戏。

资料覆盖：市场规模（历史和预测）、公司份额、品牌份额和分销资料。

为什么要购买这份报告？

• 了解玩具和游戏市场的详细情况；
• 确定成长领域并识别推动变革的因素；
• 了解竞争环境、市场主要参与者和领导品牌；
• 使用五年预测来评估市场预计如何发展。

欧睿国际在出版市场研究报告、商业参考书和线上资讯系统方面拥有超过 50 年的经验。欧睿国际在伦敦、芝加哥、新加坡、上海、维尔纽斯、迪拜、开普敦、圣地亚哥、悉尼、东京、班加罗尔、圣保罗、首尔、香港、杜塞尔多夫和墨西哥城设有办事处，分析师网络遍布 100 个国家/地区，拥有独特的能力和对多元化市场的深刻理解，能够开发可靠的信息资源，帮助企业製定明智的战略规划。如需了解更多关于我们的研究解决方案如何为您提供支援的信息，请联繫您当地的欧睿国际办事处。

目录

目录和表格

执行摘要

• 儿童游戏、收藏品游戏和行动优先游戏推动印尼游戏市场成长

关键数据发现

• 图 1 2024 年主要趋势

产业表现

• 传统玩具和游戏推动玩具和游戏领域的成长
• 漫威和变形金刚动作人物模型从「儿童成人」趋势中获益
• 宝可梦卡牌和 Pop Mart 盲盒推动玩具和游戏收藏品的成长
• 图2：宝可梦集换式卡牌在印尼引发跨世代热潮

下一步是什么？

• 电子游戏将继续占据主导地位，并将经历成长
• Kidult 和收藏品趋势将推动玩具和游戏的变革
• 教育和环境将发挥重要作用
• Addo 和 Playgro 凭藉价格实惠和品牌信任赢得关注
• 零售电子商务将进一步吸引传统玩具和游戏

竞争格局

• 美泰儿和乐高在市场分化和儿童成人化趋势下仍保持市场份额
• Pop Mart 和 Addo 透过趋势和零售策略获得关注
• 有效利用零售电子商务的品牌表现良好
• 孩之宝推出用于 STEM 和艺术教育的调色套装

频道

• 融合线下和线上渠道
• Addo 利用电子商务扩大其影响力
• 名创优品开设三丽鸥旗舰店，深化消费者联繫
• 图3 分析师洞察

经济背景

• 图4 2019-2029年实质GDP成长与通膨
• 图5 2024年印尼PEST分析

消费者背景

• 图 6：2024 年印尼消费者关键洞察
• 图7：2024年印尼消费者概况

国家报告免责声明

来源

印尼的传统玩具和游戏

关键数据发现

第2024章：发展

• 在策略品牌合作的支持下，怀旧和收藏品推动需求
• 图 8 2024 年关键趋势

产业表现

• 玩偶及配件和乐高推动传统玩具和游戏的成长
• ZD Toys 受益于儿童消费和社群媒体热度
• Z 世代和儿童推动 Pop Mart 和 Fugglers 收藏品的价值增长
• 乐高与一级方程式赛车的合作促进了销售并提升了品牌形象
• 图 9：乐高与一级方程式赛车的合作将推动 2024 年印尼市场的成长
• 图 10 分析师洞察

下一步是什么？

• 玩偶和配件将成为传统玩具和游戏中成长最快的产品
• 儿童、教育和科技将改变传统玩具和游戏
• 实体店推动销售；本地化扩大市场渗透

竞争格局

• 美泰在传统玩具和游戏领域的集中度不断提升，处于领先地位
• Pop Mart 的盲盒策略引起印尼儿童收藏者的共鸣
• 图 11 青少年和儿童对收藏品的狂热推动 Pop Mart 在 2024 年的市占率成长
• ELC 印尼推出幼儿的 Miko 3 智慧机器人

频道

• 线下通路领先，传统玩具游戏店表现强劲
• 儘管线下商店仍是关键，但电子商务仍在继续扩张
• 乐高商店的条码扫描器在数位萤幕上显示动画模型

国家报告免责声明

印尼的电子游戏

关键数据发现

第2024章：发展

• 行动游戏、儿童成人消费和订阅推动成长
• 图 12 2024 年主要趋势

产业表现

• 手机游戏推动电玩软体成长
• 受「儿童成人」驱动的混合零售商对电子游戏的参与度和销售量
• 订阅服务透过价格实惠的优质内容推动价值成长
• 图 13 无限畅玩模式推动 Xbox Game Pass 在印尼的普及

下一步是什么？

• 可支配所得增加推动电子游戏成长
• Kidult 趋势透过与品牌合作来推动怀旧游戏产品
• 行动和数位游戏将保持成长趋势，在地化是关键
• 数位优先策略和社区参与可能推动电玩公司的成功

竞争格局

• 独立游戏工作室受益于本地化和行动优先设计
• 行动游戏和主机游戏的玩家仍然很重要
• 图 14 分析师洞察

频道

• 电商通路成为电子游戏销售主力
• Tokopedia 与 PlayStation 合作促进零售电子商务成长
• 图 15 Tokopedia 与 PlayStation 合作推动数位游戏机销量
• 租赁和零售混合模式在印尼很重要

国家报告免责声明

In 2024, toys and games in Indonesia saw moderate growth, propelled by the kidult trend and the popularity of collectible toys. This trend resulted in heightened expenditure on premium products and lifestyle collectibles. While retail e-commerce remained the most significant sales channel, offline retail saw growth. The industry retained its fragmented nature, with both global and local brands competing for value share through pricing strategies, partnerships, and online visibility.

Euromonitor International's Toys and Games in Indonesia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Traditional Toys and Games, Video Games.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Toys and Games market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Kidults, collectibles, and mobile-first gaming fuel growth in Indonesia

KEY DATA FINDINGS

• CHART 1 Key Trends 2024

INDUSTRY PERFORMANCE

• Traditional toys and games drives growth within toys and games
• Marvel and Transformers action figures gain from the kidult trend
• Pokemon cards and Pop Mart blind boxes drive growth in collectibles in toys and games
• CHART 2 Pokemon Trading Cards Spark Cross-Generational Buzz in Indonesia

WHAT'S NEXT?

• Video games set to continue to dominate, and will also experience growth
• Kidult and collectibles trends will drive change in toys and games
• Education and the environment set to play important roles
• Addo and Playgro to gain traction through affordability and brand trust
• Retail e-commerce set to gain further traction in traditional toys and games

COMPETITIVE LANDSCAPE

• Mattel and Lego retain share amidst fragmentation and kidult growth
• Pop Mart and Addo gain traction through trends and retail strategies
• Brands which effectively use retail e-commerce perform well
• Hasbro launches colour mixer kit for STEM and art education

CHANNELS

• Blending offline and online channels
• Addo leverages e-commerce to expand its reach
• Miniso opens Sanrio flagship store to deepen consumer connections
• CHART 3 Analyst Insight

ECONOMIC CONTEXT

• CHART 4 Real GDP Growth and Inflation 2019-2029
• CHART 5 PEST Analysis in Indonesia 2024

CONSUMER CONTEXT

• CHART 6 Key Insights on Consumers in Indonesia 2024
• CHART 7 Consumer Landscape in Indonesia 2024

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

TRADITIONAL TOYS AND GAMES IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Nostalgia and collectibles drive demand, supported by strategic brand partnerships
• CHART 8 Key Trends 2024

INDUSTRY PERFORMANCE

• Dolls and accessories and Lego drive growth in traditional toys and games
• ZD Toys benefits from kidult spending and social media buzz
• Gen Z and kidults drive value growth for collectibles from Pop Mart and Fugglers
• Lego Formula 1 partnership boosts sales and enhances brand image
• CHART 9 LEGO and Formula 1 Partnership Drives Growth in Indonesia in 2024
• CHART 10 Analyst Insight

WHAT'S NEXT?

• Dolls and accessories set to experience the fastest growth in traditional toys and games
• Kidults, education, and technology will shape traditional toys and games
• Physical stores to drive sales; localisation to broaden market penetration

COMPETITIVE LANDSCAPE

• Mattel leads as concentration increases within traditional toys and games
• Pop Mart's blind box strategy resonates with Indonesian kidult collectors
• CHART 11 Teen and Kidult Craze for Collectibles Boosts Pop Mart's Market Share in 2024
• ELC Indonesia launches the Miko 3 Smart Robot for young children

CHANNELS

• Offline channels lead, with traditional toys and games stores performing strongly
• Although offline stores remain key, e-commerce continues to expand
• Lego store's barcode scanner shows animated models on a digital screen

COUNTRY REPORTS DISCLAIMER

VIDEO GAMES IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Growth driven by mobile gaming, kidult spending, and subscriptions
• CHART 12 Key Trends 2024

INDUSTRY PERFORMANCE

• Growth in video games software driven by mobile games
• Engagement and sales of video games via hybrid retailers driven by kidults
• Subscription services drive value growth due to affordable premium content
• CHART 13 All-You-Can-Play Model Drives Xbox Game Pass Popularity in Indonesia

WHAT'S NEXT?

• Rising disposable incomes to drive growth in video games
• Kidult trend to boost nostalgic gaming products via collaborations with brands
• Mobile and digital games set to maintain their rising trend, with localisation key
• Digital-first strategies and community engagement likely to drive success for video games firms

COMPETITIVE LANDSCAPE

• Indie games studios benefit from localisation and mobile-first design
• Players in both mobile and console games remain important
• CHART 14 Analyst Insight

CHANNELS

• E-commerce channels become the main focus of sales of video games
• Tokopedia partnership with PlayStation contributes to growth for retail e-commerce
• CHART 15 Tokopedia and PlayStation Partnership Fuels Digital Console Sales
• Rental and retail hybrid model is important in Indonesia

COUNTRY REPORTS DISCLAIMER