Traditional Toys and Games in Thailand - New Study Released

From: Fast Market Research, Inc.
Published: Mon Oct 12 2015

During 2013-2014, the release of animation movies, such as Marvel, Disney, and new cartoon TV shows, including the Kamen Rider series, stimulated growth of licenced toys. Overall, licenced traditional toys and games increased by 15% in 2014, based on value sales, in contrast to 12% for non-licenced toys. The strong performance of licenced traditional toys and games was mainly driven by the growing licencing trend in construction toys and dolls and accessories. In 2014, licenced toys in these two categories posted over 20% value sales growth.

Competitive Landscape

In 2014, Mattel led sales in traditional toys and games with an 11% value share, which rose by 11% to reach Bt1 billion. Mattel’s products are distributed by players, which have strong channel sales, such as Wangdek Toys Land, Nichiworld and Kiddo Pacific. These companies have experience in traditional toys and games given their longstanding presence in the Thai market. Moreover, traditional toys and games under Mattel are of good quality and are offered in various product lines and cover all target groups.

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Industry Prospects

Value sales at constant 2014 prices of traditional toys and games are expected to maintain their growth pace, at a CAGR of 9% over the forecast period. The continued growth will mainly be contributed by the shift to branded toys and anticipated rise in income over the forecast period when the economy recovers. There has been demand for traditional toys and games across all demographic targets. However, traditional toys and games from China tend to increase every year. Many distributors are interested in importing traditional toys and games from China to sell in Thailand as such brands benefit from their low cost of production, making the average prices of traditional toys and games lower than other international brands. However, although there are some local brands in the Thai market, they mostly focus on exporting abroad. Moreover, as Chinese (no-name) brands are of low quality, many Thai consumers still prefer well-known brands.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Traditional Toys and Games industry in Thailand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Traditional Toys and Games industry in Thailand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Traditional Toys and Games in Thailand market research report includes:

* Analysis of key supply-side and demand trends

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