馬來西亞玩具和遊戲市場

2024年，馬來西亞玩具和遊戲市場進一步成長，主要得益於兒童產品、授權智慧財產權和益智玩具的日益普及。戰略夥伴關係關係的建立以及雲端遊戲日益普及也推動了市場的發展。然而，通貨膨脹和出生率下降等挑戰依然存在，電子商務和實體零售的並存也使該行業的發展更加複雜。

本報告研究了馬來西亞玩具和遊戲市場，提供了2020年至2024年的最新零售銷售資料，以及推動成長的行業、主要企業、主要品牌和影響市場的因素的資訊。

目錄

目錄和表格

執行摘要

關鍵資料結果

行業成就

• 傳統玩具和遊戲呈現強勁成長，但電子遊戲仍佔銷售額的大部分
• Monsta 和 Wau Animation 透過文化吸引力和授權推動創新
• 價格實惠的雲端遊戲通行證提高了地方遊戲玩家的可及性

下一步

• 預測期內，收入成長將推動玩具和遊戲的擴張
• 人們對基於 STEM 的玩具的興趣日益濃厚，這些玩具促進了透過遊戲進行學習
• 地方出生率下降，千禧世代推動銷售

競爭格局

• 電子遊戲公司主導的競爭格局
• Boboiboy Galaxy 和 Ejen Ali 因授權商品夥伴關係而受益
• Mattel在關稅和產能擴張的背景下調整生產

頻道

• 消費者喜歡親自購買玩具，實體店面重新奪回市場佔有率
• Impulse Gaming 在柔佛開設新旗艦店

經濟情勢

消費者狀況

國家報告免責聲明

來源

馬來西亞傳統玩具與遊戲

關鍵資料發現

2024年的發展

• Kidults、收藏類和 STEM 類玩具推動顯著成長

行業成就

• Pop-Mart玩偶和本土動畫推動類別銷售
• 家長重視玩具和遊戲的永續性和文化相關性
• Nurts 利用學習和遊戲活動來提高兒童的技能

下一步

• 雖然整體前景樂觀，但該類別在預測期結束時可能會陷入困境。
• 益智玩具需求影響購買趨勢
• 在出生率下降的情況下，兒童成人和收藏趨勢推動了玩偶的銷售

競爭格局

• 競爭日益激烈，新領袖崛起
• 本土動畫和電影推動動作人物和遊戲的授權
• Mattel因關稅削減中國玩具產量

頻道

• 實體零售商受益於週末購物中心的客流量
• 以有競爭力的價格吸引消費者，這是零售電子商務的額外優勢
• Impulse Gaming 開設新店，擴大實體店影響力

國家報告免責聲明

馬來西亞電玩遊戲

關鍵資料結果

2024年的發展

• 進一步轉向數位內容和對電子競技日益成長的興趣將推動電動遊戲的發展

行業成就

• 手機遊戲推動了電動遊戲軟體最大類別的成長
• 本地開發商滿足文化相關遊戲的需求
• 雲端遊戲平台提供靈活的訂閱並擴展其服務
• 儘管面臨經濟壓力，一些成年人仍投資家用遊戲機用於娛樂目的。

下一步

• 可支配收入的增加將推動未來電子遊戲的擴張
• 雲端遊戲和人工智慧將推動成長並塑造消費行為
• 本土化遊戲和電競越來越受歡迎

競爭格局

• Sony推出新款 PlayStation，在電玩硬體領域佔據主導地位
• Kurechii 更新融入地域文化，熱門遊戲獲得高滿意度
• 任天堂發布升級版 Switch 以刺激需求

頻道

• 由於數位遊戲的流行，零售電子商務繼續佔據主導地位
• 實體門市是購買電玩硬體的首選
• Impulse Gaming 開設新旗艦店，擴大零售業務

國家報告免責聲明

Toys and games in Malaysia recorded further value growth in 2024, largely due to the rising popularity of products targeting kidults, licensed intellectual property, and educational toys. Development is also being influenced by strategic partnerships and the accessibility of cloud gaming. However, challenges such as inflation and a decrease in fertility rates persist, and the industry is further complicated by the coexistence of e-commerce and traditional retail.

Euromonitor International's Toys and Games in Malaysia 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 and video games drive sales amid inflation and falling fertility rates

KEY DATA FINDINGS

• CHART 1 Key Trends 2024

INDUSTRY PERFORMANCE

• Strong growth for traditional toys and games, but video games dominates sales
• CHART 2 Analyst Insight
• Monsta and Wau Animation drive innovation via cultural appeal and licensing
• CHART 3 Local Franchise Wau Animation Teams Up With Sembo Blocks To Target Youngsters
• Affordable cloud gaming passes boost accessibility for local gamers
• CHART 4 Local Cloud Gaming Platform Nebula Offers 1000+ Games To Stream Instantly

WHAT'S NEXT?

• Rising incomes to drive expansion of toys and games over the forecast period
• Greater interest in STEM-based toys to foster learning through play
• Millennials to help drive sales as local birth rates fall

COMPETITIVE LANDSCAPE

• Competitive landscape led by video games companies
• Boboiboy Galaxy and Ejen Ali benefit from licensed merchandise partnerships
• Mattel adjusts production amid tariffs and capacity expansion

CHANNELS

• Physical stores regain share as consumers enjoy in-person toy shopping
• Impulse Gaming expands with new flagship store in Johore

ECONOMIC CONTEXT

• CHART 5 Real GDP Growth and Inflation 2019-2029
• CHART 6 PEST Analysis in Malaysia 2024

CONSUMER CONTEXT

• CHART 7 Key Insights on Consumers in Malaysia 2024
• CHART 8 Consumer Landscape in Malaysia 2024

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

TRADITIONAL TOYS AND GAMES IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Kidults, collectibles and STEM-based toys drive impressive growth
• CHART 9 Key Trends 2024

INDUSTRY PERFORMANCE

• Pop Mart dolls and local anime help drive category sales
• CHART 10 Labubu Dolls Amasses Loyal Following Among Avid Malaysian Collectors
• Parents favour sustainability and cultural relevance in toys and games
• The Nurts leverages learn-and-play activities to enhance children's skills
• CHART 11 The Nurtz Supports Learn-And-Play Activities With Educational Toys and Games Kits

WHAT'S NEXT?

• Overall positive outlook but category may struggle towards the end of the forecast period
• Demand for educational toys shapes purchasing patterns
• Kidults and collectibles trends to drive sales of dolls amid declining birth rate
• CHART 12 Analyst Insight

COMPETITIVE LANDSCAPE

• New leader as competitive landscape becomes increasingly consolidated
• Local anime and films drive licensing in action figures and games
• Mattel reduces China toy production due to tariffs

CHANNELS

• Physical retailers benefit from weekend visits to shopping centres
• Further gains for retail e-commerce as it attracts consumers with competitive prices
• Impulse Gaming expands physical presence with new stores

COUNTRY REPORTS DISCLAIMER

VIDEO GAMES IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Further shift towards digital content and rising interest in esports help drive video games
• CHART 13 Key Trends 2024

INDUSTRY PERFORMANCE

• Mobile games drives growth within largest category of video games software
• CHART 14 Analyst Insight
• Local developers cater to demand for culturally relevant games
• CHART 15 Kurechi Game Studio Incorporates Malaysia's Rich Cultural Diversity Into Its Games
• Cloud gaming platforms offer flexible subscriptions and expand services
• Some adults still invest in static consoles for leisure despite economic pressures
• CHART 16 Nintendo Event Encourages Parents And Children To Trail-Play And Compete For Fun

WHAT'S NEXT?

• Disposable income growth set to drive future expansion of video games
• Cloud gaming and AI to drive growth and shape consumer behaviour
• Games with local elements and esports to see rising popularity

COMPETITIVE LANDSCAPE

• Sony gains dominance of video games hardware with new PlayStation launch
• Kurechii update features local culture; popular games achieve high satisfaction
• Nintendo to launch upgraded Switch console to boost demand

CHANNELS

• Retail e-commerce remains dominant due to popularity of digital games
• Offline stores preferred for video game hardware purchases
• Impulse Gaming expands retail presence with new flagship stores

COUNTRY REPORTS DISCLAIMER