泰国的玩具和游戏市场

2024年，泰国玩具和游戏市场在儿童潮流和网路游戏日益流行的推动下实现成长。成年人对收藏品和怀旧物品的兴趣推动了销售额的成长，同时，消费者消费习惯向手机游戏的显着转变也显而易见。传统玩具和游戏凭藉创新产品保持了市场竞争力，但数位平台已成为企业发展的关键。

Euromonitor International的研究报告《泰国玩具及游戏市场》提供了国家层面的市场规模和格局的全面指南。报告提供了2020年至2024年的最新零售数据，帮助您识别推动成长的产业。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（例如新产品开发、分销和定价问题）进行了策略分析。此外，报告也对2029年的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。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

• Kidult 趋势和数位视讯内容推动业绩强劲成长

关键数据发现

• 图 1：2024 年的主要趋势

产业表现

• 传统玩具和游戏推动全年玩具和游戏的成长
• Pop Mart 抓住 Kidult 市场热潮，扩张门市
• 图2：泰国的Pop Mart
• 盲目收藏品推动重复购买并增加对限量版商品的需求
• 图3：艺术玩具收藏
• 数位游戏正在转移消费者对传统玩具和游戏的支出
• 图 4：Twitch 线上游戏玩家

下一步

• 电子游戏将领先玩具和游戏，并在预测期内呈现最高成长率
• 云端游戏和数位软体的日益普及推动了游戏受众的成长
• 数位平台支撑电子商务主导地位
• 图 5：分析师观点

竞争格局

• 在分散化的市场模式中，泡泡玛特用艺术玩具挑战传统品牌
• Pop Mart 透过社群行销和独家行销的方式为儿童提供产品。

频道

• 由于电子游戏的强劲发展，电子商务占据主导地位，但实体店仍然是传统玩具和游戏的首选
• Pop Mart 颠覆零售模式，采用全通路策略推动本地销售

经济背景

• 图6：2019-2029年实质GDP成长与通膨
• 图7：2024年泰国PEST分析

消费者背景

• 图 8：2024 年泰国消费者关键洞察
• 图9：2024年泰国消费者状况

各国报告免责声明

资讯来源

泰国传统玩具与游戏

关键数据发现

2024年的发展

• Kidult 和收藏品促进动态表现
• 图 10：2024 年的主要趋势

产业表现

• 玩偶和建筑推动传统玩具和游戏的强劲需求
• Kidult Trend 推动传统玩具和游戏的销售
• 图 11：Lego Botanicals 扩充系列
• Labubu潮流带动艺术玩具热销，再形成传统玩具及游戏
• 图12：Pop Mart Love Monster

下一步

• 在传统玩具和游戏中，玩偶和配件成长最快
• 在出生率下降的市场中，Kidult 将进一步扩大其产品类别范围。
• 图 13：分析师观点
• 技术整合和线上销售将变得越来越重要

竞争格局

• 收藏品整合增多
• Pop Mart 利用盲盒和社交媒体在泰国迅速取得成功
• 图14：Pop Mart收藏品
• 与 Dress To Impress 合作，网路游戏将于 2025 年扩展到实体玩具

频道

• 儘管专业玩具店实力雄厚，但网路平台和艺术玩具精品店已成为替代管道
• Pop Mart 自动贩卖机鼓励人们衝动购买艺术玩具
• 零售电商平台协助小型玩具品牌扩大影响力，社群媒体则推动消费者参与

各国报告免责声明

泰国电子游戏

关键数据发现

2024年的发展

• 数位内容持续推动泰国电子游戏发展
• 图 15：2024 年的主要趋势

产业表现

• 可访问性和游戏文化使视频游戏软体成为主流
• 泰国网路普及率提升，线上游戏使用量增加
• 图16：泰国行动电话用户
• Synnex 受惠于云端游戏采用率和支出的成长
• 图 17：Synnex 正在支持云端游戏的兴起

下一步

• 预测期内，电玩软体将继续推动该类别的成长
• 透过串流媒体、订阅和行动装置可访问性推动数位游戏成长
• 图 18：分析师观点
• 政府致力于支持本地游戏发展

竞争格局

• 碎片化格局导致游戏开发商之间的竞争加剧
• 成人游戏玩家推动收益，但海外游戏占主导地位

频道

• 电子游戏销售的主要分销管道是电子商务
• 泰国国际游戏展在全球舞台上推广本地开发商

国别报告免责声明

Toys and games in Thailand experienced growth in 2024, propelled by the kidult trend and the increasing popularity of online gaming. The interest of adults in collectibles and nostalgic items has contributed to the rise in sales, while the shift in consumer spending habits towards mobile gaming has been notable. Traditional toys and games managed to remain relevant through innovative products, but digital platforms have become essential for companies.

Euromonitor International's Toys and Games in Thailand 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

• Kidult trend and digital video content support positive performance

KEY DATA FINDINGS

• CHART 1 Key Trends 2024

INDUSTRY PERFORMANCE

• Traditional toys and games drives gains in toys and games during the year
• Pop Mart capitalises on kidult trend with store expansion
• CHART 2 Pop Mart In Thailand
• Blind collectibles drive repeat purchases and demand for limited editions
• CHART 3 Art Toy Collectibles
• Digital gaming diverts consumer spending away from traditional toys and games
• CHART 4 Twitch Online Gamers

WHAT'S NEXT?

• Video games to lead toys and games over forecast period with fastest growth
• Cloud gaming and increasing preference for digital software to expand audience
• Digital platforms to support dominance of e-commerce
• CHART 5 Analyst Insight

COMPETITIVE LANDSCAPE

• Fragmented landscape sees Pop Mart challenge traditional brands with art toys
• Pop Mart targets kidults through community and exclusive marketing

CHANNELS

• E-commerce dominates due to strength in video games, but physical stores are still favoured for traditional toys and games
• Pop Mart disrupts established retail models with omnichannel strategy to drive local sales

ECONOMIC CONTEXT

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

CONSUMER CONTEXT

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

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

TRADITIONAL TOYS AND GAMES IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Kidults and collectibles help drive dynamic performance
• CHART 10 Key Trends 2024

INDUSTRY PERFORMANCE

• Dolls and construction are strong demands drivers of traditional toys and games
• Kidult trend boosts sales of traditional toys and games
• CHART 11 Lego Botanicals Expanded Range
• Labubu craze trend drives art toy sales, reshaping traditional toys and games
• CHART 12 Pop Mart Labubu Monsters

WHAT'S NEXT?

• Dolls and accessories to display fastest growth in traditional toys and games
• Kidults trend to further expand category reach in a market with falling birth rates
• CHART 13 Analyst Insight
• Tech integration and online sales to become increasingly important

COMPETITIVE LANDSCAPE

• Increasing consolidation due to collectibles
• Pop Mart uses blind boxes and social media to drive rapid success in Thailand
• CHART 14 Pop Mart Collectibles
• Online game to expand into physical toys with Dress To Impress in 2025

CHANNELS

• Despite strength of toy specialists, online platforms and art toy boutiques are alternative channels
• Pop Mart vending machines set to drive impulse purchases of art toys
• Retail e-commerce platforms help expand reach of smaller toy brands, while social media drives consumer engagement

COUNTRY REPORTS DISCLAIMER

VIDEO GAMES IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Digital content continues to drive video games in Thailand
• CHART 15 Key Trends 2024

INDUSTRY PERFORMANCE

• Video games software dominates due to accessibility and gaming culture
• Greater internet access in Thailand boosts online gaming engagement
• CHART 16 Mobile Phone Users in Thailand
• Synnex capitalises as cloud gaming adoption grows and boosts consumption
• CHART 17 Synnex Supporting The Rise in Cloud Gaming

WHAT'S NEXT?

• Video games software to continue driving category growth over forecast period
• Digital gaming expansion driven by streaming, subscriptions and mobile accessibility
• CHART 18 Analyst Insight
• Government aims to support local games development

COMPETITIVE LANDSCAPE

• Fragmented landscape sees increasing competition among game developers
• Adult gamers drive revenue, but foreign games dominate

CHANNELS

• E-commerce is the dominant distribution channel for video game sales
• Thailand International Game Showcase promotes local developers on global stage

COUNTRY REPORTS DISCLAIMER