印尼的玩具和遊戲

2024年，受「Kidult」風潮和收藏類玩具的盛行推動，印尼的玩具和遊戲市場呈現溫和成長。這一趨勢促使高階產品和生活方式收藏品的支出增加。雖然零售電商仍然是最重要的銷售管道，但線下零售也實現了成長。該行業依然保持著碎片化的特徵，全球和本土品牌都在透過定價策略、合作夥伴關係和線上曝光度來爭奪價值佔有率。

歐睿國際的「印尼玩具與遊戲市場報告」全面展現了印尼玩具和遊戲市場的規模和格局。報告提供了2020年至2024年的最新零售銷售資料，幫助您識別推動成長的產業。報告中還甄選了領先的公司和品牌，並對影響市場的關鍵因素（包括新產品開發、分銷和定價問題）進行了策略分析。報告也對2029年的市場變化進行了預測。

產品範圍：傳統玩具和遊戲、電玩遊戲。

資料覆蓋：市場規模（歷史和預測）、公司佔有率、品牌佔有率和分銷資料。

為什麼要購買這份報告？

• 了解玩具和遊戲市場的詳細情況；
• 確定成長領域並識別推動變革的因素；
• 了解競爭環境、市場主要參與者和領導品牌；
• 使用五年預測來評估市場預計如何發展。

歐睿國際在出版市場研究報告、商業參考書和線上資訊系統方面擁有超過 50 年的經驗。歐睿國際在倫敦、芝加哥、新加坡、上海、維爾紐斯、杜拜、開普敦、聖地亞哥、悉尼、東京、班加羅爾、聖保羅、首爾、香港、杜塞爾多夫和墨西哥城設有辦事處，分析師網路遍布 100 個國家/地區，擁有獨特的能力和對多元化市場的深刻理解，能夠開發可靠的資訊資源，幫助企業製定明智的戰略規劃。如需了解更多關於我們的研究解決方案如何為您提供支援的資訊，請聯繫您當地的歐睿國際辦事處。

目錄

目錄和表格

執行摘要

• 兒童遊戲、收藏品遊戲和行動優先遊戲推動印尼遊戲市場成長

關鍵數據發現

• 圖 1 2024 年主要趨勢

產業表現

• 傳統玩具和遊戲推動玩具和遊戲領域的成長
• 漫威和變形金剛動作人物模型從「兒童成人」趨勢中獲益
• 寶可夢卡牌和 Pop Mart 盲盒推動玩具和遊戲收藏品的成長
• 圖2：寶可夢集換式卡牌在印尼引發跨世代熱潮

下一步是什麼？

• 電子遊戲將繼續佔據主導地位，並將經歷成長
• Kidult 和收藏品趨勢將推動玩具和遊戲的變革
• 教育和環境將發揮重要作用
• Addo 和 Playgro 憑藉價格實惠和品牌信任贏得關注
• 零售電子商務將進一步吸引傳統玩具和遊戲

競爭格局

• 美泰兒和樂高在市場分化和兒童成人化趨勢下仍保持市場佔有率
• Pop Mart 和 Addo 透過趨勢和零售策略獲得關注
• 有效利用零售電子商務的品牌表現良好
• 孩之寶推出用於 STEM 和藝術教育的調色套裝

頻道

• 融合線下和線上管道
• Addo 利用電子商務擴大其影響力
• 名創優品開設三麗鷗旗艦店，深化消費者聯繫
• 圖3 分析師洞察

經濟背景

• 圖4 2019-2029年實質GDP成長與通膨
• 圖5 2024年印尼PEST分析

消費者背景

• 圖 6：2024 年印尼消費者關鍵洞察
• 圖7：2024年印尼消費者概況

國家報告免責聲明

來源

印尼的傳統玩具和遊戲

關鍵數據發現

第2024章：發展

• 在策略品牌合作的支持下，懷舊和收藏品推動需求
• 圖 8 2024 年關鍵趨勢

產業表現

• 玩偶及配件和樂高推動傳統玩具和遊戲的成長
• ZD Toys 受益於兒童消費和社群媒體熱度
• Z 世代和兒童推動 Pop Mart 和 Fugglers 收藏品的價值成長
• 樂高與一級方程式賽車的合作促進了銷售並提升了品牌形象
• 圖 9：樂高與一級方程式賽車的合作將推動 2024 年印尼市場的成長
• 圖 10 分析師洞察

下一步是什麼？

• 玩偶和配件將成為傳統玩具和遊戲中成長最快的產品
• 兒童、教育和科技將改變傳統玩具和遊戲
• 實體店推動銷售；本地化擴大市場滲透

競爭格局

• 美泰在傳統玩具和遊戲領域的集中度不斷提升，處於領先地位
• Pop Mart 的盲盒策略引起印尼兒童收藏者的共鳴
• 圖 11 青少年和兒童對收藏品的狂熱推動 Pop Mart 在 2024 年的市佔率成長
• ELC 印尼推出幼兒的 Miko 3 智慧機器人

頻道

• 線下通路領先，傳統玩具遊戲店表現強勁
• 儘管實體門市仍是關鍵，但電子商務仍在繼續擴張
• 樂高商店的條碼掃描器在數位螢幕上顯示動畫模型

國家報告免責聲明

印尼的電子遊戲

關鍵數據發現

第2024章：發展

• 行動遊戲、兒童成人消費和訂閱推動成長
• 圖 12 2024 年主要趨勢

產業表現

• 手機遊戲推動電玩軟體成長
• 受「兒童成人」驅動的混合零售商對電子遊戲的參與度和銷售量
• 訂閱服務透過價格實惠的優質內容推動價值成長
• 圖 13 無限暢玩模式推動 Xbox Game Pass 在印尼的普及

下一步是什麼？

• 可支配所得增加推動電子遊戲成長
• Kidult 趨勢透過與品牌合作來推動懷舊遊戲產品
• 行動和數位遊戲將保持成長趨勢，在地化是關鍵
• 數位優先策略和社區參與可能推動電玩公司的成功

競爭格局

• 獨立遊戲工作室受益於本地化和行動優先設計
• 行動遊戲和主機遊戲的玩家仍然很重要
• 圖 14 分析師洞察

頻道

• 電商通路成為電子遊戲銷售主力
• Tokopedia 與 PlayStation 合作促進零售電子商務成長
• 圖 15 Tokopedia 與 PlayStation 合作推動數位遊戲機銷量
• 租賃和零售混合模式在印尼很重要

國家報告免責聲明

In 2024, toys and games in Indonesia saw moderate growth, propelled by the kidult trend and the popularity of collectible toys. This trend resulted in heightened expenditure on premium products and lifestyle collectibles. While retail e-commerce remained the most significant sales channel, offline retail saw growth. The industry retained its fragmented nature, with both global and local brands competing for value share through pricing strategies, partnerships, and online visibility.

Euromonitor International's Toys and Games in Indonesia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Traditional Toys and Games, Video Games.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Toys and Games market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Kidults, collectibles, and mobile-first gaming fuel growth in Indonesia

KEY DATA FINDINGS

• CHART 1 Key Trends 2024

INDUSTRY PERFORMANCE

• Traditional toys and games drives growth within toys and games
• Marvel and Transformers action figures gain from the kidult trend
• Pokemon cards and Pop Mart blind boxes drive growth in collectibles in toys and games
• CHART 2 Pokemon Trading Cards Spark Cross-Generational Buzz in Indonesia

WHAT'S NEXT?

• Video games set to continue to dominate, and will also experience growth
• Kidult and collectibles trends will drive change in toys and games
• Education and the environment set to play important roles
• Addo and Playgro to gain traction through affordability and brand trust
• Retail e-commerce set to gain further traction in traditional toys and games

COMPETITIVE LANDSCAPE

• Mattel and Lego retain share amidst fragmentation and kidult growth
• Pop Mart and Addo gain traction through trends and retail strategies
• Brands which effectively use retail e-commerce perform well
• Hasbro launches colour mixer kit for STEM and art education

CHANNELS

• Blending offline and online channels
• Addo leverages e-commerce to expand its reach
• Miniso opens Sanrio flagship store to deepen consumer connections
• CHART 3 Analyst Insight

ECONOMIC CONTEXT

• CHART 4 Real GDP Growth and Inflation 2019-2029
• CHART 5 PEST Analysis in Indonesia 2024

CONSUMER CONTEXT

• CHART 6 Key Insights on Consumers in Indonesia 2024
• CHART 7 Consumer Landscape in Indonesia 2024

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

TRADITIONAL TOYS AND GAMES IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Nostalgia and collectibles drive demand, supported by strategic brand partnerships
• CHART 8 Key Trends 2024

INDUSTRY PERFORMANCE

• Dolls and accessories and Lego drive growth in traditional toys and games
• ZD Toys benefits from kidult spending and social media buzz
• Gen Z and kidults drive value growth for collectibles from Pop Mart and Fugglers
• Lego Formula 1 partnership boosts sales and enhances brand image
• CHART 9 LEGO and Formula 1 Partnership Drives Growth in Indonesia in 2024
• CHART 10 Analyst Insight

WHAT'S NEXT?

• Dolls and accessories set to experience the fastest growth in traditional toys and games
• Kidults, education, and technology will shape traditional toys and games
• Physical stores to drive sales; localisation to broaden market penetration

COMPETITIVE LANDSCAPE

• Mattel leads as concentration increases within traditional toys and games
• Pop Mart's blind box strategy resonates with Indonesian kidult collectors
• CHART 11 Teen and Kidult Craze for Collectibles Boosts Pop Mart's Market Share in 2024
• ELC Indonesia launches the Miko 3 Smart Robot for young children

CHANNELS

• Offline channels lead, with traditional toys and games stores performing strongly
• Although offline stores remain key, e-commerce continues to expand
• Lego store's barcode scanner shows animated models on a digital screen

COUNTRY REPORTS DISCLAIMER

VIDEO GAMES IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Growth driven by mobile gaming, kidult spending, and subscriptions
• CHART 12 Key Trends 2024

INDUSTRY PERFORMANCE

• Growth in video games software driven by mobile games
• Engagement and sales of video games via hybrid retailers driven by kidults
• Subscription services drive value growth due to affordable premium content
• CHART 13 All-You-Can-Play Model Drives Xbox Game Pass Popularity in Indonesia

WHAT'S NEXT?

• Rising disposable incomes to drive growth in video games
• Kidult trend to boost nostalgic gaming products via collaborations with brands
• Mobile and digital games set to maintain their rising trend, with localisation key
• Digital-first strategies and community engagement likely to drive success for video games firms

COMPETITIVE LANDSCAPE

• Indie games studios benefit from localisation and mobile-first design
• Players in both mobile and console games remain important
• CHART 14 Analyst Insight

CHANNELS

• E-commerce channels become the main focus of sales of video games
• Tokopedia partnership with PlayStation contributes to growth for retail e-commerce
• CHART 15 Tokopedia and PlayStation Partnership Fuels Digital Console Sales
• Rental and retail hybrid model is important in Indonesia

COUNTRY REPORTS DISCLAIMER