Competitive Landscape
Lego Maintains Leadership in a Fragmented Market
Traditional toys and games in South Korea remain fragmented, with no single company holding a dominant position. In 2025, the leading company, LEGO Korea Ltd, achieved a share of 14%, maintaining a steady lead over competitors.
Toy Launches Increasingly Target Collectors and Adult Fans
Recent and upcoming product launches in late 2025 and 2026 are marked by a clear shift towards premiumisation, collectability, and appeal to older consumers. Companies are increasingly releasing higher-spec versions of existing products, focusing on legacy or collector-oriented editions that feature enhanced design, articulation, and display value.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in South Korea 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 South Korea, 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 South Korea 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 South Korea?
- Which are the leading brands in Traditional Toys and Games in South Korea?
- How are products distributed in Traditional Toys and Games in South Korea?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in South Korea?
- 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 South Korea - Category analysis
Key Data Insights
Traditional Toys and Games Summary
Samg Transforms Nostalgia into Premium Collectibles for Adult Fans
Choirock Uses Pop-Up Events and Limited Drops to Boost Impulse Buying
Gacha Shops Expand Randomised Collectibles, Driving Frequent Repeat Purchases
Lego Attracts Adult Collectors as Construction Leads Future Growth
Bandai Leverages Experiential Retail to Drive Repeat Purchases
Brands Adapt to a Wider and More Mature Consumer Base
Lego Maintains Leadership in a Fragmented Market
Toy Launches Increasingly Target Collectors and Adult Fans
Hybrid Retail Models Reshape Consumer Engagement and Discovery
Gacha Shops and E-Commerce Strengthen Engagement and Purchasing Frequency
Innovation Trends Transforming Toys and Games
Connected Play and Fan Ecosystems Bring Competitive Advantage
Business Impact of Product Innovation
Toys and Games in South Korea - Industry Overview
2025 Developments
Key Data Insights
Nexon Leverages Live Services to Drive Recurring Digital Spend
Samg Entertainment Repositions Dolls for Adult Collectors Amid Birth-Rate Crisis
Scarcity, Surprise and Premium Ip Reshape Toy Market Growth
Video Games Remain Primary Value Driver
Digital Ecosystems and Personalised Experiences to Shape Future Growth
Nexon Extends Its Lead as Market Concentration Increases
Samg and Digital Innovation Drive Engagement across Toys and Games
Digital Games Fuel E-Commerce While Offline Retail Remains Relevant for Traditional Toys and Games
Gacha Shops and Pop Ups Redefine Toy Retail
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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