新加坡玩具和游戏市场

预计新加坡的玩具和游戏市场在2024年将经历低成长。受社交媒体趋势以及受儿童喜爱的盲盒等收藏品的推动，传统玩具和游戏迅速扩张。同时，由于经济不确定性，电子游戏的销售量有所下降，但随着游戏机技术的进步，预计销售将有所改善。该行业高度分散，零售电商是主要的分销管道。

本报告由Euromonitor International)对新加坡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，可协助您识别哪些产业将推动成长。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）进行了策略性分析。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
• 使用五年预测来评估市场预期如何发展

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。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，为明智的策略规划提供支援。

目录

目录和表格

执行摘要

• 电子游戏销售下滑，传统玩具及游戏整体维持成长

关键数据发现

• 图 1：2024 年的主要趋势

产业表现

• 电子游戏衰落，传统玩具和游戏在新加坡日益流行
• 社群媒体和收藏家心态推动盲盒潮流
• 图 2：分析师观点
• 万代利用社区活动和模型建构来引领儿童成人潮流
• 图 3：万代南梦宫支持收藏家社区
• PlayStation 5 Pro 和 Nintendo Switch 2 旨在透过增强的游戏体验吸引消费者
• 图 4：PlayStation 5 Pro

下一步

• 电子游戏恢復成长，引领整个玩具和游戏产业
• 永续性和人工智慧游戏将影响玩具和游戏的需求
• 数位化影响分销策略
• 公司需要发展能体现 Alpha 世代所重视的价值观的玩具。

竞争格局

• 乐高和泡泡玛特品牌在分散的竞争格局中定位自己
• Pop-Mart 利用丰富的系列和「FOMO」来推动购买

频道

• 线下商店对传统玩具和游戏仍然很重要，但线上商店对电子游戏来说占主导地位
• Pop Mart Robo Shop 自动贩卖机扩大产品供应范围，协助业务成长
• 图5：泡泡玛特机器人商店自动贩卖机

经济背景

• 图6：2019-2029年实质GDP成长与通膨
• 图 7：2024 年新加坡 PEST 分析

消费者背景

• 图 8：2024 年新加坡消费者的关键洞察
• 图 9：2024 年新加坡消费者格局

国别报告免责声明

资讯来源

新加坡传统玩具与游戏

关键数据发现

2024年的发展

• Kidult 和收藏品是推动传统玩具和游戏发展的一大趋势
• 图 10：2024 年的主要趋势

产业表现

• 2024 年玩偶及配件将推动传统玩具和游戏的成长
• 当地社区和竞争支持建筑销售
• 图11：分析师观点
• Pop Mart 等公司扩大收藏品选择以推动成长
• 图12：名创优品收藏品展示
• 出于环保考虑，品牌追求永续包装

下一步

• 玩偶和配件继续推动传统玩具和游戏的成长
• Kidult 趋势和收藏品将影响设计和行销策略
• 扩大数位化以支援线上内容和销售

竞争格局

• 乐高和泡泡玛特正在日益集中的竞争环境中巩固自己的地位
• 乐高植物系列持续扩展，以吸引老年消费者
• 图 13：乐高扩大其植物收藏
• Pop Mart 利用系列和秘密盒子来吸引收藏家的兴趣

频道

• 线下零售推广传统玩具和游戏的分销
• 电子商务零售作为传统玩具和游戏的替代管道继续扩大其份额
• Pop Mart 和 RobotShop 在新加坡透过自动贩卖机贩售收藏品

国别报告免责声明

新加坡的电子游戏

关键数据发现

2024年的发展

• 云端游戏的兴起促使玩家要求增强体验
• 图 14：2024 年的主要趋势

产业表现

• 随着对新硬体发布的期待上升，电子游戏销量下降
• M1 利用基础设施推动云端游戏普及，推出极具吸引力的 GamePRO 计划
• 图 15：Zolaz—新加坡热门云端游戏服务供应商
• SONY和任天堂在通货膨胀期间投资游戏机
• 图 16：任天堂 Switch 2

下一步

• 预测期内，电玩软体将推动类别成长
• 新的游戏机和软体推动本地市场消费
• 人工智慧驱动的游戏开发和逼真的角色增加了用户参与度

竞争格局

• 动视暴雪收购案提振微软股价，任天堂股价下跌
• 图 17：分析师观点
• 独立游戏工作室宣扬「他者」的优势

频道

• 零售电子商务将大幅扩张并主导视频游戏发行
• 本地游戏大会和锦标赛旨在提高人们对电子游戏的兴趣

国别报告免责声明

Toys and games in Singapore experienced low growth in 2024. Traditional toys and games saw rapid expansion, driven by collectibles such as blind box toys, which were influenced by social media trends and kidults. Meanwhile, video games faced declining sales due to economic uncertainty but are expected to improve with advancements in console technology. The industry is highly fragmented, while retail e-commerce is the leading distribution channel.

Euromonitor International's Toys and Games in Singapore 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

• Traditional toys and games keeps overall growth positive amid video games decline

KEY DATA FINDINGS

• CHART 1 Key Trends 2024

INDUSTRY PERFORMANCE

• Traditional toys and games gains ground, while video games declines in Singapore
• Blind box trend driven by social media and collector psychology
• CHART 2 Analyst Insight
• BANDAI leverages kidult trend with community events and model creation
• CHART 3 BANDAI NAMCO Supports Community of Collectors
• PlayStation5 Pro and Nintendo Switch 2 attempt to attract consumers through enhanced gaming
• CHART 4 PlayStation 5 Pro

WHAT'S NEXT?

• Video games to resume growth and lead overall toys and games
• Sustainability and AI-enhanced games to shape demand for toys and games
• Digitalisation to influence distribution strategies
• Companies must develop toys with values important to Generation Alpha

COMPETITIVE LANDSCAPE

• Lego and Pop Mart brands gain ground in fragmented competitive landscape
• Pop Mart uses series diversity and "FOMO" to drive purchases

CHANNELS

• Offline stores remain key for traditional toys and games, while online dominates video games
• Pop Mart Robo Shop vending expands access to products to support growth
• CHART 5 Pop Mart Robo Shop Vending Machines

ECONOMIC CONTEXT

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

CONSUMER CONTEXT

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

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

TRADITIONAL TOYS AND GAMES IN SINGAPORE

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Kidults and collectibles are major trends driving traditional toys and games
• CHART 10 Key Trends 2024

INDUSTRY PERFORMANCE

• Dolls and accessories drives growth of traditional toys and games in 2024
• Local communities and competitions help support construction sales
• CHART 11 Analyst Insight
• Pop Mart and others expand collectibles ranges to boost growth
• CHART 12 Miniso Collectibles Display
• Brands pursue sustainable packaging amid environmental concerns

WHAT'S NEXT?

• Dolls and accessories to continue to drive growth of traditional toys and games
• Kidult trend and collectibles to influence design and marketing strategies
• Growing digitalisation to support online content and sales

COMPETITIVE LANDSCAPE

• Lego and Pop Mart gain ground in increasingly concentrated competitive landscape
• Lego Botanicals Collection continues to expand to attract older consumers
• CHART 13 Lego Expands Botanicals Collection
• Pop Mart uses series and secret boxes to maintain collector interest

CHANNELS

• Retail offline drives distribution of traditional toys and games
• Retail e-commerce gains further share as alternative channel for traditional toys and games
• Pop Mart Robo Shop uses vending to sell collectibles in Singapore

COUNTRY REPORTS DISCLAIMER

VIDEO GAMES IN SINGAPORE

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Players increasingly search for enhanced experiences amid rise of cloud gaming
• CHART 14 Key Trends 2024

INDUSTRY PERFORMANCE

• Video games declines amid anticipation for new hardware launches
• M1 leverages infrastructure for cloud gaming adoption with attractive GamePRO plan
• CHART 15 Zolaz - Popular Cloud Gaming Service Provider in Singapore
• Sony and Nintendo invest in consoles amid inflation
• CHART 16 Nintendo Switch 2

WHAT'S NEXT?

• Video games software to lead category growth over the forecast period
• New consoles and software to drive spending in local market
• AI-driven game development improves user engagement with realistic characters

COMPETITIVE LANDSCAPE

• Activision Blizzard acquisition drives Microsoft share gain, while Nintendo loses ground
• CHART 17 Analyst Insight
• Independent game studios drive dominance of "others"

CHANNELS

• Retail e-commerce dominates video game distribution with significant expansion
• Local gaming convention and competitions aim to increase interest in video games

COUNTRY REPORTS DISCLAIMER