Competitive Landscape
Pop Mart and Mattel Sustain Growth as Distribution and Kidult Trends Intensify
Traditional toys and games in Indonesia in 2025 showed a moderately concentrated competitive environment, with the leading companies holding notable shares but not dominating the field entirely. Mattel Indonesia PT remained the leading player in 2025, holding a 12% share, a position it has maintained with minimal fluctuation since 2020.
Blooming Years’ Move Reshapes Industry
In 2025, a significant merger and acquisition reshaped the competitive dynamics. Blooming Years Pte Ltd acquired PT Emway Globalindo and Emway Singapore Pte Ltd, key distributors of major global toy brands including Mattel, Spin Master, Zuru, Takara Tomy, and Crayola.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Indonesia 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.
If you're in the Traditional Toys and Games industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Traditional Toys and Games in Indonesia 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 Traditional Toys and Games in Indonesia?
- Which are the leading brands in Traditional Toys and Games in Indonesia?
- How are products distributed in Traditional Toys and Games in Indonesia?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Indonesia?
- 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?
Traditional Toys and Games in Indonesia - Category analysis
Key Data Insights
Traditional Toys and Games Summary
Kidults Drive Demand for Nostalgic, Limited Collectables
Pop Mart’S Vending Machines Fuel Impulse and Convenience-Driven Buying
Brands Use Local Heritage to Deepen Emotional Ties
Economic Factors Set to Support Category Growth
Kidult Spending and Local Characters to Reshape Purchasing Habits
Eco-Friendly Materials and Transparency to Drive Consumer Loyalty
Pop Mart and Mattel Sustain Growth as Distribution and Kidult Trends Intensify
Blooming Years’ Move Reshapes Industry
Traditional Toys and Games Stores Maintain Lead
Online Platforms Capture Demand with Convenience and Product Diversity
Lifestyle Retailers and Omnichannel Strategies Fuel Channel Innovation
Original Character Development and Newstalgia Reimagining Drive Product Diversification
Tnt's Character Portfolio and Monopoly: Bali Edition Demonstrate Localised Innovation
Sustainability Credentials and Ip Ownership Build Long-Term Brand Equity and Pricing Power
Toys and Games in Indonesia - Industry Overview
2025 Developments
Key Data Insights
Mobile Legends and Roblox Monetise Mass Audiences with Local Payment Options
Pop Mart and Bandai Fuel Adult Demand for Display Collectables
Lego and Playgro Command Premium with Education and Safety Credentials
Pop Mart and Tiktok Shop to Expand Reach with Collectables and Digital Commerce
Gen Z and Adult Collectors to Drive Premium Growth
E-Wallet Adoption and Creator Commerce to Redefine Purchasing and Engagement
Shanghai Montoon Technology Maintains Lead through Mobile Gaming
Social Discovery Drives Retail E-Commerce's Distribution Dominance
Social Commerce and Content-Native Product Formats Redefine Collecting
Live-Service Design and Hardware Launches Expand Digital Product Depth
Stem Integration and Certification-Led Design Underpin Premium Positioning
Country Reports Disclaimer
The following categories and subcategories are included:
Traditional Toys and Games
- 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
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
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