菲律宾玩具和游戏市场

2024年，菲律宾玩具和游戏市场的价值成长出现逆转，传统玩具和游戏以及电子游戏均强劲成长。除了可支配收入的提高外，儿童消费群体的壮大、对收藏品的关注以及订阅服务和云端游戏的兴起，都推动着销售成长。虽然零售电商持续引领分销，但竞争格局依然分散。

本报告由Euromonitor International)对菲律宾玩具和游戏市场进行了分析和预测。报告提供了 2020 年至 2024 年的最新零售数据，可协助您识别将推动成长的产业。该报告还列出了主要企业和主要品牌，并对影响市场的主要因素（新产品开发、分销、定价问题等）进行了策略分析。此外，该报告还对 2029 年市场变化进行了预测。

目标产品: 传统玩具及游戏、电子游戏

数据范围：市场规模（实际和预测）、企业市场占有率、品牌份额、分销数据

为什么要购买这份报告？

• 详细了解玩具和游戏市场
• 确定成长领域并确定变革的动力
• 了解竞争格局、主要市场参与企业和领导品牌
• 透过五年预测评估市场将如何发展

Euromonitor International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。该公司在伦敦、芝加哥、新加坡、上海、维尔纽斯、杜拜、开普敦、圣地牙哥、雪梨、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，并拥有遍布全球 100 个国家的分析师网络。凭藉其独特的能力和对多元化市场的深刻理解，公司能够开发可靠的资讯资源，帮助您制定明智的策略。

目录

目录和表格

执行摘要

• 可支配所得增加，成长率也随之上升

关键数据发现

• 图 1：2024 年的主要趋势

产业表现

• 手机游戏的持续流行将推动 2024 年电玩游戏的成长
• 图 2：分析师观点
• 随着收藏品的增多，传统玩具和游戏也随之增多
• 图3：Popmart Hirono x Le Petit Prince 合作
• 各大品牌都致力于永续性，例如芭比娃娃使用海洋塑料，乐高使用甘蔗
• 图表 4：美泰致力于永续性

下一步

• 营收成长推动玩具和游戏成长
• 云端游戏和订阅推动电玩游戏成长
• 传统玩具和游戏收藏品的成长趋势预计将持续下去。
• Kidult 趋势推动玩具和游戏需求，公司也随之调整
• 战略伙伴关係仍然重要
• 图 5：乐高与宝可梦的合作吸引了许多粉丝

竞争格局

• 美泰儿凭藉芭比娃娃在碎片化市场中保持领先
• 由于 Roblox 吸引了更多年轻消费者，预计今年其市场份额将会成长。
• Aphmau MeeMeows 毛绒玩具在粉丝和收藏家中广受欢迎
• 乐高计画扩大宝可梦特许专利权，其他品牌可能效仿

频道

• 零售电子商务因电玩软体的强劲表现而占据主导地位
• Lazada 和 Shopee 计划透过零售电商平台提升玩具和游戏销售
• 线下门市继续占较大销售比重

经济背景

• 图6：2019-2029年实质GDP成长与通膨
• 图 7：菲律宾 2024 年 PEST 分析

消费者背景

• 图 8：2024 年菲律宾消费者关键洞察
• 图 9：2024 年菲律宾消费者概况

国别报告免责声明

资讯来源

菲律宾传统玩具和游戏

关键数据发现

2024年的发展

• 收入成长、怀旧情绪和收藏品推动成长
• 图 10：2024 年的主要趋势

产业表现

• 营收成长推动传统玩具和游戏的销售成长
• 人们对创造性游戏的兴趣日益浓厚，推动了建设产业的成长
• Kidult 推动怀旧、文化相关产品的需求
• 图11：分析师观点
• Hirono 与 Pop Mart 的合作推动了收藏品的成长
• 图12：Pop Mart Hirono与小王子的合作

下一步

• 玩偶和配件继续引领传统玩具和游戏
• Kidult消费群组预计在怀旧、授权和投资潜力方面不断壮大
• 伙伴关係和对核心品牌的关注可能是成长的关键
• 预计未来将转向更环保的选择
• 尝试抵消毛绒玩具的季节性影响

竞争格局

• 美泰扩大领先地位，自有品牌成为热门礼品目的地
• Aphmau 和 Keeppley 透过利基品牌进一步推动细分市场
• 乐高与宝可梦联手拓展市场
• Pop Mart 的 Luvvu 利用炒作和稀缺性来提高销量
• 图13：拉布布怪兽推动泡泡玛特前进

频道

• 玩具购物是一种娱乐，因此传统玩具和游戏商店仍占据主导地位
• 由于便捷性和数位支付，Shopee 和 Lazada 在玩具购买方面越来越受欢迎
• 图14：Shopee和Lazada在传统玩具和游戏的购买中扮演关键角色
• 随着消费者和企业适应线上购物，零售电子商务销售额预计将成长

各国报告免责声明

菲律宾电子游戏

关键数据发现

2024年的发展

• 电子游戏的成长是由软体开发推动的
• 图 15：2024 年的主要趋势

产业表现

• 电子游戏软体透过订阅和在地化内容推动成长
• 图 16：分析师观点
• 手机游戏继续成为视频游戏销售的推动力
• 伙伴关係将促进游戏开发、刺激出口和 B2B 会议
• 图 17：2024 年菲律宾 GameDev 高峰会促进合作

下一步

• 随着收入成长，电玩软体有望推动销售和成长
• 订阅、云端游戏和人工智慧正在改变电玩游戏
• 有竞争力的价格和丰富的产品推动向数位销售的转变
• 新产品发布影响电玩硬体
• 政府措施可能带来机会

竞争格局

• 电子游戏正变得越来越碎片化，趋势正在成长
• 由于 Roblox 吸引了更多年轻消费者，预计今年将继续成长。
• Nintendo Switch 2 和 Pokemon Legends ZA 即将发布
• 图 18：任天堂 Switch 2 计画于 2025 年发布

频道

• 零售电子商务的转变预计将持续到 2024 年，预计这一趋势将持续
• 储值卡下销售在非食品零售商的销售中占有较高的份额
• Globe 捆绑游戏福利，支援在家畅玩云端游戏
• 图表 19：Razor Gold 游戏积分包含在 GFiber 后付费方案中

国别报告免责声明

Toys and games in the Philippines experienced an upturn in value growth in 2024, with strong increases for both traditional toys and games and video games. In addition to rising disposable incomes, increasing sales were attributed to the rise of the kidult consumer group, a focus on collectibles, and the rise of subscription services and cloud gaming. Retail e-commerce continued to lead distribution, while the competitive environment remained fragmented.

Euromonitor International's Toys and Games in Philippines 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

• Growth rates increase as disposable incomes rise

KEY DATA FINDINGS

• CHART 1 Key Trends 2024

INDUSTRY PERFORMANCE

• Video games drives growth in 2024, thanks to the continued rise in popularity of mobile games
• CHART 2 Analyst Insight
• Growth also seen for traditional toys and games along with the rise of collectibles
• CHART 3 Pop Mart Hirono x Le Petit Prince Collaboration
• Core brands move towards sustainability, with Barbie using ocean plastic and Lego sugarcane
• CHART 4 Mattel is Committed to Sustainability

WHAT'S NEXT?

• Rising incomes to fuel growth in toys and games
• Cloud gaming and subscriptions set to drive growth in video games
• Collectibles anticipated to maintain a rising trend in traditional toys and games
• Kidult trend set to fuel demand for toys and games, and companies will adapt
• Strategic partnerships set to remain important
• CHART 5 Lego and Pokemon Collaborate to Engage Fans

COMPETITIVE LANDSCAPE

• Fragmented landscape sees Mattel maintain its lead with Barbie
• Roblox sees another year of share growth as it appeals to younger consumers
• Aphmau MeeMeows plushes gain popularity with fans and collectors
• Lego set to expand franchises with Pokemon, and potential for others to follow

CHANNELS

• Retail e-commerce dominates due to its strength in video games software
• Lazada and Shopee set to drive sales of toys and games via retail e-commerce
• Offline stores continue to account for a notable share of sales

ECONOMIC CONTEXT

• CHART 6 Real GDP Growth and Inflation 2019-2029
• CHART 7 PEST Analysis in the Philippines 2024

CONSUMER CONTEXT

• CHART 8 Key Insights on Consumers in the Philippines 2024
• CHART 9 Consumer Landscape in the Philippines 2024

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

TRADITIONAL TOYS AND GAMES IN THE PHILIPPINES

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Rising incomes, nostalgia, and collectibles contribute to growth
• CHART 10 Key Trends 2024

INDUSTRY PERFORMANCE

• Rising incomes propel value sales of traditional toys and games
• Rising interest in creative play drives growth for construction
• Kidults drive demand for nostalgic and culturally relevant products
• CHART 11 Analyst Insight
• Hirono and Pop Mart collaborations drive growth for collectibles
• CHART 12 Pop Mart Hirono x Le Petit Prince Collaboration

WHAT'S NEXT?

• Dolls and accessories set to continue to lead traditional toys and games
• Kidult consumer group set to grow due to nostalgia, licensing, and investment potential
• Partnerships, and focusing on core brands likely to be key growth drivers
• A shift to more eco-friendly options expected moving forward
• Attempts to counteract the impact of seasonality in plush toys

COMPETITIVE LANDSCAPE

• Mattel extends its lead as its brands are popular for gifting
• Aphmau and Keeppley drive greater fragmentation with niche branding
• Lego and Pokemon join forces to expand their market reach
• Labubu from Pop Mart leverages endorsements and scarcity, boosting its sales
• CHART 13 Labubu Monsters Propels Pop Mart Forward

CHANNELS

• Traditional toys and games stores maintains its dominance as toy shopping is recreational
• Shopee and Lazada are increasingly popular for purchases of toys due to convenience and digital payments
• CHART 14 Shopee and Lazada are Significant for Purchases of Traditional Toys and Games
• Growth in sales via retail e-commerce expected as consumers and companies adapt online

COUNTRY REPORTS DISCLAIMER

VIDEO GAMES IN THE PHILIPPINES

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Growth in video games is driven by developments in software
• CHART 15 Key Trends 2024

INDUSTRY PERFORMANCE

• Video games software drives growth through subscriptions and localised content
• CHART 16 Analyst Insight
• Mobile games remains the driving force for sales in video games
• Partnerships drive games development, boosting exports and B2B meetings
• CHART 17 GameDev Philippines Summit 2024 Fosters Collaboration

WHAT'S NEXT?

• Video games software set to lead sales and growth as incomes rise
• Subscriptions, cloud gaming, and AI set to reshape video games
• Transition to digital sales due to competitive prices and wide product range
• New launches set to impact video games hardware
• Opportunities may arise from government initiatives

COMPETITIVE LANDSCAPE

• Fragmentation is high and increasing in video games
• Roblox sees another year of share growth as it appeals to younger consumers
• Nintendo Switch 2 and Pokemon Legends: Z-A due for release
• CHART 18 The Nintendo Switch 2 is Due for Release in 2025

CHANNELS

• Shift to retail e-commerce continues in 2024, and this trend is expected to be maintained
• Offline sales of pre-paid cards maintain a high share of sales through other non-grocery retailers
• Globe bundles gaming perks, enabling access to cloud gaming for households
• CHART 19 Razor Gold Gaming Credits Incorporated within its GFiber Post-Paid Plans

COUNTRY REPORTS DISCLAIMER