2025 Developments
Toys and games in Singapore stood out in Asia Pacific with a strong acceleration in 2025, recording a 7% rise to SGD1,230 million, outpacing regional peers due to the advanced digital infrastructure and a consumer base that is both affluent and digitally engaged. The attractiveness of this environment is reinforced by the dominance of mobile-first play, cashless payment adoption and robust consumer spending, with premiumisation and experiential retail models proving highly effective at capturing both discretionary income and loyalty. To capitalise on these dynamics, brands should leverage digital-first strategies for video games, invest in collectables and licensed offerings for traditional toys and build seamless omnichannel experiences that connect digital discovery with in-person engagement, as success increasingly depends on meeting the expectations of a sophisticated, experience-orientated audience.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Singapore with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in Singapore, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in Singapore report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in Singapore?
- Which are the leading brands in Toys and Games in Singapore?
- How are products distributed in Toys and Games in Singapore?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Singapore?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in Singapore
2025 Developments
Key Data Insights
Singapore’S Toy Market Outpaces Asia with Digital Surge
Mobile Legends and Pop Mart Shape Digital-First Buying and Premiumisation
Premium Collectables to Accelerate Digital Play
Affluent Consumers to Prioritise Digital Value and Immersive Experiences
Pop Mart Capitalises on Collectables Boom to Overtake Incumbents
Retail E-Commerce Overtakes Retail Offline as Digital Delivery Accelerates
Pop Mart Transforms Toy Shopping into a Social Experience
Innovation Drivers Reshape the Toys and Games Market
Hybrid Experiences Cater to Affluent Consumers
Traditional Toys and Games in Singapore
Key Data Insights
Traditional Toys and Games Summary
Pop Mart’S Store Expansion Cements Dolls and Accessories as the Leading Choice
Le Toy Van and Lego Tap Adult and Parental Priorities to Lift Value
Traditional Toys and Games Set to Face Slow Growth as Novelty Diminishes
Lego and Educational Toys to Outpace Peers with Adult and Parent Appeal
Retailers to Leverage Experiential Stores and Digital Buzz to Boost Value
Pop Mart’S Rise Transforms Collector Appeal and Reshapes Leadership
Pop Mart Transforms Toy Shopping into a Social Destination
E-Commerce Builds Momentum as a Discovery and Restock Channel
Surprise, Aesthetics and Values Redefine Product Design
Pop Mart, Lego and Le Toy Van Lead the Innovation Charge
Video Games in Singapore
Key Data Insights
Video Games Summary
Razer Gold Consolidates Spending as Digital-First Habits Accelerate
Nintendo Switch 2 Launch Drives Premium Device Demand and Engagement
Microsoft’S Day-One Blockbuster Strategy Shapes Subscription Uptake
Mobile-First Players to Accelerate Digital Spend and Shrink Hardware Sales
Subscriptions and Live-Service Content to Win Time-Pressed Consumers
Maxsoft Leverages Distribution Strength as Console and Mobile Models Coexist
Retail E-Commerce Displaces Retail Offline with Cashless Payments
Payment Architecture Emerges as a Product Category
Hybrid Hardware Design Prioritises Portability over Power
Subscription Products Compete on Content Cadence and Progression
Country Reports Disclaimer
The following categories and subcategories are included:
Toys and Games
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- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Toys and Games
This is the aggregation of traditional toys and games and video games.
See all of our definitionsWhy buy this report?
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This report originates from Passport, our Toys and Games research and analysis database.
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