Competitive Landscape
Pop Mart’S Rise Transforms Collector Appeal and Reshapes Leadership
The competitive landscape in traditional toys and games became markedly more concentrated between 2020 and 2025, driven by the exceptional ascent of Pop Mart Singapore Pte Ltd. In 2020, no company held more than an 18% share, with LEGO Singapore Pte Ltd at 18%, Hasbro Singapore Pte Ltd at 14% and Mattel South East Asia Pte Ltd at 8%.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in Singapore?
- Which are the leading brands in Traditional Toys and Games in Singapore?
- How are products distributed in Traditional 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?
Traditional Toys and Games in Singapore - Category analysis
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
Toys and Games in Singapore - Industry Overview
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
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.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!