Accessing the ASEAN Consumer Market: Toys and Games

Across many ASEAN nations in recent years, the toys and game industry has continued to be affected by the increasing popularity of online shopping.

This migration affects some toy categories more than others. E-commerce already dominates the baby and pre-school toys market as parents are the key decision makers in the purchase of these sorts of toys and are inclined to search for these products online to find the best deals.

Despite the rise of e-commerce, bricks-and-mortar stores are still the preferred channel for some categories of toys, especially dolls, superhero action figures, board games, and science, technology, engineering and math (STEM) toys.

Purchases of these sorts of toys and games are highly driven by children’s choice, and parents like to try them out with their kids before buying them. This kind of shopping activity can enhance the bond between parent and child.

Going shopping together for toys is a favourite activity for many families, especially during holiday seasons. Hong Kong toymakers and suppliers eyeing the ASEAN market need to keep aware of developments in both online and offline channels in order not to miss opportunities.

Toys and Games Specialist Stores

Toys and games specialist stores are a one-stop shop for toys, games, parties and gifts. They remain a preferred option for many ASEAN families shopping for traditional toys for children over three years old – toys such as dolls, action figures, board games and STEM toys.

However, older children and teens in ASEAN are becoming increasingly reliant on their smartphones and social media at an early age. As a result, e-commerce is expected to continue to gain market share as a distribution channel for toys and games.

It is becoming increasingly difficult for offline channels to match the convenience, numerous good deals and vast product ranges offered by online shopping. In response to the growing demand for online shopping, many toys and games specialist stores have created their own online shops to offer convenience and a seamless transition across online and offline channels.

Notable Examples of Toys and Games Specialist Stores

Indonesia

Toys Kingdom – One of the biggest toy chains in Indonesia, with more than 30 stores across the country. Its flagship store in Grand Indonesia offers a complete product range, and comes with impressive in-store decorations and professional sales staff which help to enhance the experience of shopping there.

Kidz Station – Another well-known toy speciality chain with more than 70 stores in the country, housing popular toy brands, such as Hasbro, Disney, Mattel and LEGO. It also sells collections of licensed products including…

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