Indonesia Toys Market Research Report and Industry Forecast

Indonesia Toys Market Overview:

The Indonesia toys market size reached USD 1.37 Billion in 2024. The market is projected to reach USD 2.98 Billion by 2033, exhibiting a growth rate (CAGR) of 8.11% during 2025-2033. The market is expanding steadily due to rising birth rates, urbanization, and increasing demand for educational and interactive toys. Parents are becoming more conscious of toys that support skill development, while local and international brands are competing with innovative offerings. E-commerce is also playing a key role in improving product accessibility and convenience. These factors are collectively contributing to the Indonesia toys market share.

Indonesia Toys Market Trends:

Rising Popularity of Licensed Characters

Licensed character toys are becoming increasingly dominant in Indonesia’s toy market, driven by strong influence from popular cartoons, animated films, and video games. Children are drawn to toys featuring characters they recognize and admire from television and digital platforms, making these products top choices during birthdays, holidays, and school breaks. International franchises often lead the trend, but locally popular characters are also gaining traction. Retailers and online platforms frequently promote these toys with themed collections, exclusive releases, and bundle deals to attract buyers. The appeal of branded characters adds emotional value to toys, influencing both children’s preferences and parents’ purchase decisions. As media consumption continues to rise, the demand for character-driven merchandise is expected to remain strong. For instance, in April 2025, McDonald's Indonesia launched a limited-time A Minecraft Movie Meal, featuring collectible toys inspired by the upcoming film. The meal includes exclusive figures and in-game skins. A themed Happy Meal for kids adds to the experience with ten collectible toys and digital surprises via QR codes. This trend is a significant factor contributing to Indonesia toys market growth, especially in urban and semi-urban consumer segments.

Expansion of E-commerce

E-commerce has become a major driver of toy sales in Indonesia, reshaping how consumers discover and purchase products. According to data published by the International Trade Administration (ITA), Indonesia's e-commerce market is projected to grow from USD 52.93 Billion in 2023 to USD 86.81 Billion by 2028, with a compound annual growth rate (CAGR) of 10.4%. Representing 52% of ASEAN's e-commerce revenue, Indonesia's growth will be driven by expansion into tier two and tier three cities post-restrictions. Online platforms offer greater convenience, a broader selection, and competitive pricing, appealing to busy parents and tech-savvy shoppers. Major e-commerce sites and marketplaces regularly host toy promotions, flash sales, and exclusive launches, drawing high traffic during holidays and special events. Digital access also allows consumers in remote or smaller cities to purchase toys that were previously limited to major urban centers. Being able to compare prices, read customer reviews, and obtain comprehensive product details fosters trust and leads to increased conversion rates. Many brands now maintain official online stores or partner with established platforms to increase reach. This growth in online shopping is expected to continue fueling Indonesia toys market expansion, supported by improved logistics, digital payments, and a growing base of mobile internet users.

Indonesia Toys Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country and regional levels for 2025-2033. Our report has categorized the market based on product type, age group, and sales channel.

Product Type Insights:

• Action Figures
• Building Sets
• Dolls
• Games and Puzzles
• Sports and Outdoor Toys
• Plush
• Others

The report has provided a detailed breakup and analysis of the market based on the product type. This includes action figures, building sets, dolls, games and puzzles, sports and outdoor toys, plush, and others.

Age Group Insights:

• Up to 5 Years
• 5 to 10 Years
• Above 10 Years

A detailed breakup and analysis of the market based on the age group have also been provided in the report. This includes up to 5 years, 5 to 10 years, and above 10 years.

Sales Channel Insights:

• Supermarkets and Hypermarkets
• Specialty Stores
• Department Stores
• Online Stores
• Others

A detailed breakup and analysis of the market based on the sales channel have also been provided in the report. This includes supermarkets and hypermarkets, specialty stores, department stores, online stores, and others.

Regional Insights:

• Java
• Sumatra
• Kalimantan
• Sulawesi
• Others

The report has also provided a comprehensive analysis of all the major regional markets, which include Java, Sumatra, Kalimantan, Sulawesi, and others.

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided.

Indonesia Toys Market News:

• In March 2025, MGA Entertainment, a major US toymaker, announced its plans to shift 40% of its manufacturing from China to India, Vietnam, and Indonesia in six months.
• In December 2024, TOPTOY announced its plans to open its newest store in Indonesia, expanding its reach in Asia. The store will feature exclusive merchandise from popular IPs like Sanrio and Disney. Following a successful pop-up event, this full-scale store aims to delight toy collectors in Jakarta.

Indonesia Toys Market Report Coverage:

Key Benefits for Stakeholders:

• IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Indonesia toys market from 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the Indonesia toys market.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Indonesia toys industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.