菲律賓玩具和遊戲市場

2024年，菲律賓玩具和遊戲市場的價值成長出現逆轉，傳統玩具和遊戲以及電子遊戲均強勁成長。除了可支配收入的提高外，兒童消費群體的壯大、對收藏品的關注以及訂閱服務和雲端遊戲的興起，都推動著銷售成長。雖然零售電商持續引領分銷，但競爭格局依然分散。

本報告由Euromonitor International)對菲律賓玩具和遊戲市場進行了分析和預測。報告提供了 2020 年至 2024 年的最新零售數據，可協助您識別將推動成長的產業。該報告還列出了主要企業和主要品牌，並對影響市場的主要因素（新產品開發、分銷、定價問題等）進行了策略分析。此外，該報告還對 2029 年市場變化進行了預測。

目標產品: 傳統玩具及遊戲、電子遊戲

數據範圍：市場規模（實際和預測）、企業市場占有率、品牌佔有率、分銷數據

為什麼要購買這份報告？

• 詳細了解玩具和遊戲市場
• 確定成長領域並確定變革的動力
• 了解競爭格局、主要市場參與企業和領導品牌
• 透過五年預測評估市場將如何發展

Euromonitor International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。該公司在倫敦、芝加哥、新加坡、上海、維爾紐斯、杜拜、開普敦、聖地牙哥、雪梨、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，並擁有遍布全球 100 個國家的分析師網路。憑藉其獨特的能力和對多元化市場的深刻理解，公司能夠開發可靠的資訊資源，幫助您制定明智的策略。

目錄

目錄和表格

執行摘要

• 可支配所得增加，成長率也隨之上升

關鍵數據發現

• 圖 1：2024 年的主要趨勢

產業表現

• 手機遊戲的持續流行將推動 2024 年電玩遊戲的成長
• 圖 2：分析師觀點
• 隨著收藏品的增多，傳統玩具和遊戲也隨之增多
• 圖3：Popmart Hirono x Le Petit Prince 合作
• 各大品牌都致力於永續性，例如芭比娃娃使用海洋塑膠，樂高使用甘蔗
• 圖表 4：美泰致力於永續性

下一步

• 營收成長推動玩具和遊戲成長
• 雲端遊戲和訂閱推動電玩遊戲成長
• 傳統玩具和遊戲收藏品的成長趨勢預計將持續下去。
• Kidult 趨勢推動玩具和遊戲需求，公司也隨之調整
• 戰略夥伴關係仍然重要
• 圖 5：樂高與寶可夢的合作吸引了許多粉絲

競爭格局

• 美泰兒憑藉芭比娃娃在碎片化市場中保持領先
• 由於 Roblox 吸引了更多年輕消費者，預計今年其市場佔有率將會成長。
• Aphmau MeeMeows 毛絨玩具在粉絲和收藏家中廣受歡迎
• 樂高計畫擴大寶可夢特許專利權，其他品牌可能效仿

頻道

• 零售電子商務因電玩軟體的強勁表現而佔據主導地位
• Lazada 和 Shopee 計劃透過零售電商平台提升玩具和遊戲銷售
• 線下門市繼續佔較大銷售比重

經濟背景

• 圖6：2019-2029年實質GDP成長與通膨
• 圖 7：菲律賓 2024 年 PEST 分析

消費者背景

• 圖 8：2024 年菲律賓消費者關鍵洞察
• 圖 9：2024 年菲律賓消費者概況

國別報告免責聲明

資訊來源

菲律賓傳統玩具和遊戲

關鍵數據發現

2024年的發展

• 收入成長、懷舊情緒和收藏品推動成長
• 圖 10：2024 年的主要趨勢

產業表現

• 營收成長推動傳統玩具和遊戲的銷售成長
• 人們對創造性遊戲的興趣日益濃厚，推動了建設產業的成長
• Kidult 推動懷舊、文化相關產品的需求
• 圖11：分析師觀點
• Hirono 與 Pop Mart 的合作推動了收藏品的成長
• 圖12：Pop Mart Hirono與小王子的合作

下一步

• 玩偶和配件繼續引領傳統玩具和遊戲
• Kidult消費群組預計在懷舊、授權和投資潛力方面不斷壯大
• 夥伴關係和對核心品牌的關注可能是成長的關鍵
• 預計未來將轉向更環保的選擇
• 嘗試抵消毛絨玩具的季節性影響

競爭格局

• 美泰擴大領先地位，自有品牌成為熱門禮品目的地
• Aphmau 和 Keeppley 透過利基品牌進一步推動細分市場
• 樂高與寶可夢聯手拓展市場
• Pop Mart 的 Luvvu 利用炒作和稀缺性來提高銷量
• 圖13：拉布布怪獸推動泡泡瑪特前進

頻道

• 玩具購物是一種娛樂，因此傳統玩具和遊戲商店仍佔據主導地位
• 由於便捷性和數位支付，Shopee 和 Lazada 在玩具購買方面越來越受歡迎
• 圖14：Shopee和Lazada在傳統玩具和遊戲的購買中扮演關鍵角色
• 隨著消費者和企業適應線上購物，零售電子商務銷售額預計將成長

各國報告免責聲明

菲律賓電子遊戲

關鍵數據發現

2024年的發展

• 電子遊戲的成長是由軟體開發推動的
• 圖 15：2024 年的主要趨勢

產業表現

• 電子遊戲軟體透過訂閱和在地化內容推動成長
• 圖 16：分析師觀點
• 手機遊戲繼續成為電動遊戲銷售的推動力
• 夥伴關係將促進遊戲開發、刺激出口和 B2B 會議
• 圖 17：2024 年菲律賓 GameDev 高峰會促進合作

下一步

• 隨著收入成長，電玩軟體有望推動銷售和成長
• 訂閱、雲端遊戲和人工智慧正在改變電玩遊戲
• 有競爭力的價格和豐富的產品推動向數位銷售的轉變
• 新產品發布影響電玩硬體
• 政府措施可能帶來機遇

競爭格局

• 電子遊戲正變得越來越碎片化，趨勢正在成長
• 由於 Roblox 吸引了更多年輕消費者，預計今年將繼續成長。
• Nintendo Switch 2 和 Pokemon Legends ZA 即將發布
• 圖 18：任天堂 Switch 2 計畫於 2025 年發布

頻道

• 零售電子商務的轉變預計將持續到 2024 年，預計這一趨勢將持續
• 儲值卡下銷售在非食品零售商的銷售中佔有較高的佔有率
• Globe 捆綁遊戲福利，支援在家暢玩雲端遊戲
• 圖表 19：Razor Gold 遊戲積分包含在 GFiber 後付費方案中

國別報告免責聲明

Toys and games in the Philippines experienced an upturn in value growth in 2024, with strong increases for both traditional toys and games and video games. In addition to rising disposable incomes, increasing sales were attributed to the rise of the kidult consumer group, a focus on collectibles, and the rise of subscription services and cloud gaming. Retail e-commerce continued to lead distribution, while the competitive environment remained fragmented.

Euromonitor International's Toys and Games in Philippines 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

• Growth rates increase as disposable incomes rise

KEY DATA FINDINGS

• CHART 1 Key Trends 2024

INDUSTRY PERFORMANCE

• Video games drives growth in 2024, thanks to the continued rise in popularity of mobile games
• CHART 2 Analyst Insight
• Growth also seen for traditional toys and games along with the rise of collectibles
• CHART 3 Pop Mart Hirono x Le Petit Prince Collaboration
• Core brands move towards sustainability, with Barbie using ocean plastic and Lego sugarcane
• CHART 4 Mattel is Committed to Sustainability

WHAT'S NEXT?

• Rising incomes to fuel growth in toys and games
• Cloud gaming and subscriptions set to drive growth in video games
• Collectibles anticipated to maintain a rising trend in traditional toys and games
• Kidult trend set to fuel demand for toys and games, and companies will adapt
• Strategic partnerships set to remain important
• CHART 5 Lego and Pokemon Collaborate to Engage Fans

COMPETITIVE LANDSCAPE

• Fragmented landscape sees Mattel maintain its lead with Barbie
• Roblox sees another year of share growth as it appeals to younger consumers
• Aphmau MeeMeows plushes gain popularity with fans and collectors
• Lego set to expand franchises with Pokemon, and potential for others to follow

CHANNELS

• Retail e-commerce dominates due to its strength in video games software
• Lazada and Shopee set to drive sales of toys and games via retail e-commerce
• Offline stores continue to account for a notable share of sales

ECONOMIC CONTEXT

• CHART 6 Real GDP Growth and Inflation 2019-2029
• CHART 7 PEST Analysis in the Philippines 2024

CONSUMER CONTEXT

• CHART 8 Key Insights on Consumers in the Philippines 2024
• CHART 9 Consumer Landscape in the Philippines 2024

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

TRADITIONAL TOYS AND GAMES IN THE PHILIPPINES

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Rising incomes, nostalgia, and collectibles contribute to growth
• CHART 10 Key Trends 2024

INDUSTRY PERFORMANCE

• Rising incomes propel value sales of traditional toys and games
• Rising interest in creative play drives growth for construction
• Kidults drive demand for nostalgic and culturally relevant products
• CHART 11 Analyst Insight
• Hirono and Pop Mart collaborations drive growth for collectibles
• CHART 12 Pop Mart Hirono x Le Petit Prince Collaboration

WHAT'S NEXT?

• Dolls and accessories set to continue to lead traditional toys and games
• Kidult consumer group set to grow due to nostalgia, licensing, and investment potential
• Partnerships, and focusing on core brands likely to be key growth drivers
• A shift to more eco-friendly options expected moving forward
• Attempts to counteract the impact of seasonality in plush toys

COMPETITIVE LANDSCAPE

• Mattel extends its lead as its brands are popular for gifting
• Aphmau and Keeppley drive greater fragmentation with niche branding
• Lego and Pokemon join forces to expand their market reach
• Labubu from Pop Mart leverages endorsements and scarcity, boosting its sales
• CHART 13 Labubu Monsters Propels Pop Mart Forward

CHANNELS

• Traditional toys and games stores maintains its dominance as toy shopping is recreational
• Shopee and Lazada are increasingly popular for purchases of toys due to convenience and digital payments
• CHART 14 Shopee and Lazada are Significant for Purchases of Traditional Toys and Games
• Growth in sales via retail e-commerce expected as consumers and companies adapt online

COUNTRY REPORTS DISCLAIMER

VIDEO GAMES IN THE PHILIPPINES

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Growth in video games is driven by developments in software
• CHART 15 Key Trends 2024

INDUSTRY PERFORMANCE

• Video games software drives growth through subscriptions and localised content
• CHART 16 Analyst Insight
• Mobile games remains the driving force for sales in video games
• Partnerships drive games development, boosting exports and B2B meetings
• CHART 17 GameDev Philippines Summit 2024 Fosters Collaboration

WHAT'S NEXT?

• Video games software set to lead sales and growth as incomes rise
• Subscriptions, cloud gaming, and AI set to reshape video games
• Transition to digital sales due to competitive prices and wide product range
• New launches set to impact video games hardware
• Opportunities may arise from government initiatives

COMPETITIVE LANDSCAPE

• Fragmentation is high and increasing in video games
• Roblox sees another year of share growth as it appeals to younger consumers
• Nintendo Switch 2 and Pokemon Legends: Z-A due for release
• CHART 18 The Nintendo Switch 2 is Due for Release in 2025

CHANNELS

• Shift to retail e-commerce continues in 2024, and this trend is expected to be maintained
• Offline sales of pre-paid cards maintain a high share of sales through other non-grocery retailers
• Globe bundles gaming perks, enabling access to cloud gaming for households
• CHART 19 Razor Gold Gaming Credits Incorporated within its GFiber Post-Paid Plans

COUNTRY REPORTS DISCLAIMER