马来西亚玩具和游戏市场

2024年，马来西亚玩具和游戏市场进一步成长，主要得益于儿童产品、授权IP和益智玩具的日益普及。战略伙伴关係关係的建立以及云端游戏日益普及也推动了市场的发展。然而，通货膨胀和出生率下降等挑战依然存在，电子商务和实体零售的并存也使该行业的发展更加复杂。

本报告研究了马来西亚玩具和游戏市场，提供了 2020 年至 2024 年的最新零售销售数据，以及推动成长的行业、主要企业、主要品牌和影响市场的因素的资讯。

目录

目录和表格

执行摘要

关键数据结果

行业成就

• 传统玩具和游戏呈现强劲成长，但电子游戏仍占销售额的大部分
• Monsta 和 Wau Animation 透过文化吸引力和授权推动创新
• 价格实惠的云端游戏通行证提高了农村游戏玩家的可及性

下一步

• 预测期内，收入成长将推动玩具和游戏的扩张
• 人们对基于 STEM 的玩具的兴趣日益浓厚，这些玩具促进了透过玩耍进行学习
• 农村地区出生率下降，千禧世代推动销售

竞争格局

• 电子游戏公司主导的竞争格局
• Boboiboy Galaxy 和 Ejen Ali 因授权商品伙伴关係而受益
• 美泰在关税和产能扩张的背景下调整生产

频道

• 消费者喜欢亲自购买玩具，实体店面重新夺回市场份额
• Impulse Gaming 在柔佛开设新旗舰店

经济情势

消费者状况

国家报告免责声明

来源

马来西亚传统玩具与游戏

关键数据发现

2024年的发展

• Kidult、收藏类和 STEM 类玩具推动显着成长

行业成就

• Pop-Mart玩偶和本土动画推动类别销售
• 家长重视玩具和游戏的永续性和文化相关性
• Nurts 利用学习和游戏活动来提高儿童的技能

下一步

• 虽然整体前景乐观，但该类别在预测期结束时可能会陷入困境。
• 益智玩具需求影响购买趋势
• 在出生率下降的情况下，儿童成人和收藏趋势推动了玩偶的销售

竞争格局

• 竞争日益激烈，新领袖崛起
• 本土动画和电影推动动作人物和游戏的授权
• 美泰因关税削减中国玩具产量

频道

• 实体零售商受益于週末购物中心的客流量
• 以有竞争力的价格吸引消费者，这是零售电子商务的额外优势
• Impulse Gaming 开设新店，扩大实体店影响力

国家报告免责声明

马来西亚电玩游戏

关键数据结果

2024年的发展

• 进一步转向数位内容和对电子竞技日益增长的兴趣将推动视频游戏的发展

行业成就

• 手机游戏推动了视频游戏软体最大类别的成长
• 本地开发商正在满足文化相关游戏的需求
• 云端游戏平台提供灵活的订阅并扩展其服务
• 儘管面临经济压力，一些成年人仍投资家用游戏机用于娱乐目的。

下一步

• 可支配收入的增加将推动未来电子游戏的扩张
• 云端游戏和人工智慧将推动成长并塑造消费行为
• 本土化游戏和电竞越来越受欢迎

竞争格局

• 索尼推出新款 PlayStation，在电玩硬体领域占据主导地位
• Kurechii 更新融入地理文化，热门游戏获得高满意度
• 任天堂发布升级版 Switch 以刺激需求

频道

• 由于数位游戏的流行，零售电子商务继续占据主导地位
• 线下商店是购买电玩硬体的首选
• Impulse Gaming 开设新旗舰店，扩大零售业务

国家报告免责声明

Toys and games in Malaysia recorded further value growth in 2024, largely due to the rising popularity of products targeting kidults, licensed intellectual property, and educational toys. Development is also being influenced by strategic partnerships and the accessibility of cloud gaming. However, challenges such as inflation and a decrease in fertility rates persist, and the industry is further complicated by the coexistence of e-commerce and traditional retail.

Euromonitor International's Toys and Games in Malaysia 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 and video games drive sales amid inflation and falling fertility rates

KEY DATA FINDINGS

• CHART 1 Key Trends 2024

INDUSTRY PERFORMANCE

• Strong growth for traditional toys and games, but video games dominates sales
• CHART 2 Analyst Insight
• Monsta and Wau Animation drive innovation via cultural appeal and licensing
• CHART 3 Local Franchise Wau Animation Teams Up With Sembo Blocks To Target Youngsters
• Affordable cloud gaming passes boost accessibility for local gamers
• CHART 4 Local Cloud Gaming Platform Nebula Offers 1000+ Games To Stream Instantly

WHAT'S NEXT?

• Rising incomes to drive expansion of toys and games over the forecast period
• Greater interest in STEM-based toys to foster learning through play
• Millennials to help drive sales as local birth rates fall

COMPETITIVE LANDSCAPE

• Competitive landscape led by video games companies
• Boboiboy Galaxy and Ejen Ali benefit from licensed merchandise partnerships
• Mattel adjusts production amid tariffs and capacity expansion

CHANNELS

• Physical stores regain share as consumers enjoy in-person toy shopping
• Impulse Gaming expands with new flagship store in Johore

ECONOMIC CONTEXT

• CHART 5 Real GDP Growth and Inflation 2019-2029
• CHART 6 PEST Analysis in Malaysia 2024

CONSUMER CONTEXT

• CHART 7 Key Insights on Consumers in Malaysia 2024
• CHART 8 Consumer Landscape in Malaysia 2024

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

TRADITIONAL TOYS AND GAMES IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Kidults, collectibles and STEM-based toys drive impressive growth
• CHART 9 Key Trends 2024

INDUSTRY PERFORMANCE

• Pop Mart dolls and local anime help drive category sales
• CHART 10 Labubu Dolls Amasses Loyal Following Among Avid Malaysian Collectors
• Parents favour sustainability and cultural relevance in toys and games
• The Nurts leverages learn-and-play activities to enhance children's skills
• CHART 11 The Nurtz Supports Learn-And-Play Activities With Educational Toys and Games Kits

WHAT'S NEXT?

• Overall positive outlook but category may struggle towards the end of the forecast period
• Demand for educational toys shapes purchasing patterns
• Kidults and collectibles trends to drive sales of dolls amid declining birth rate
• CHART 12 Analyst Insight

COMPETITIVE LANDSCAPE

• New leader as competitive landscape becomes increasingly consolidated
• Local anime and films drive licensing in action figures and games
• Mattel reduces China toy production due to tariffs

CHANNELS

• Physical retailers benefit from weekend visits to shopping centres
• Further gains for retail e-commerce as it attracts consumers with competitive prices
• Impulse Gaming expands physical presence with new stores

COUNTRY REPORTS DISCLAIMER

VIDEO GAMES IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Further shift towards digital content and rising interest in esports help drive video games
• CHART 13 Key Trends 2024

INDUSTRY PERFORMANCE

• Mobile games drives growth within largest category of video games software
• CHART 14 Analyst Insight
• Local developers cater to demand for culturally relevant games
• CHART 15 Kurechi Game Studio Incorporates Malaysia's Rich Cultural Diversity Into Its Games
• Cloud gaming platforms offer flexible subscriptions and expand services
• Some adults still invest in static consoles for leisure despite economic pressures
• CHART 16 Nintendo Event Encourages Parents And Children To Trail-Play And Compete For Fun

WHAT'S NEXT?

• Disposable income growth set to drive future expansion of video games
• Cloud gaming and AI to drive growth and shape consumer behaviour
• Games with local elements and esports to see rising popularity

COMPETITIVE LANDSCAPE

• Sony gains dominance of video games hardware with new PlayStation launch
• Kurechii update features local culture; popular games achieve high satisfaction
• Nintendo to launch upgraded Switch console to boost demand

CHANNELS

• Retail e-commerce remains dominant due to popularity of digital games
• Offline stores preferred for video game hardware purchases
• Impulse Gaming expands retail presence with new flagship stores

COUNTRY REPORTS DISCLAIMER