Thailand Toys Market Research Report and Industry Forecast

Thailand Toys Market Overview:

The Thailand toys market size reached USD 455.76 Million in 2024. The market is projected to reach USD 779.98 Million by 2033, exhibiting a growth rate (CAGR) of 5.52% during 2025-2033. The market is led by changing consumer behavior, cultural trends, and increasing digital interconnectivity. Increased demand for art toys and collectibles among adults, particularly in urban settings, has created new opportunities for domestic designers as well as international brands. Parents increasingly look for educational and green toys are also expressing a larger emphasis on sustainability and early childhood education. E-commerce and social media have further widened access to a varied selection of toys and have shaped the way people buy products, thus facilitating the sustained increase of the Thailand toys market share.

Thailand Toys Market Trends:

Art Toys and Collectibles Boom

The toy business in Thailand is witnessing a dramatic change with the surging popularity of art toys and collectibles. These designer toys, typically released in small quantities, have become all the rage, becoming a cultural craze, particularly among adult collectors referred to as "kidults." Pop Mart is one such brand that has ridden the trend, with several stores opened in Bangkok and recording staggering sales. The attraction of these toys is the fact that they have distinctive designs, which are usually the works of famous artists, and the fact that they are collectibles. This has also inspired local Thai artists to produce their own art toys, with elements of Thai culture and mythology, which further diversify the market. The growth of the art toy industry indicates a larger trend toward designer toys globally and Thailand's increasing position as a center in this specialty market.

Focus on Educational and Green Toys

Thai consumers are placing greater emphasis on educational and green toys, as a global trend emphasizes products that support learning and sustainability. Learning toys with emphasis on STEM (Science, Technology, Engineering, and Math) abilities are becoming more sought after, as parents look to supply their kids with materials that support intellectual growth. At the same time, there is an increasing need for environment-friendly toys produced from sustainable materials due to increased environmental consciousness. Thai manufacturers are addressing these trends by creating toys that are both educational and sustainable, as per consumers' choices and the need to be more sustainable globally. This two-pronged emphasis on education and sustainability is defining the future of the Thailand toys market growth, determining product development and marketing strategies.

Expansion of E-Commerce and Digital Platforms

The growth of e-commerce and online platforms is revolutionizing Thailand's toy retail industry. Online portals such as Lazada and Shopee are major platforms for toy distribution, providing consumers with a seamless shopping experience with ample product variety. This shift toward online shopping is specially seen in big cities, where penetration levels are high and consumers are becoming increasingly digital-friendly. Also contributing to toy trends are the social media platforms, as influencers and online communities spearhead demand for particular products. The use of digital technologies in toy sales and marketing is broadening market reach while improving consumer engagement, which is a key driver in growing the Thai toy market.

Thailand 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

A detailed breakup and analysis of the market based on the product type has also been provided in the report. 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

The report has provided a detailed breakup and analysis of the market based on the age group. 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

The report has provided a detailed breakup and analysis of the market based on the sales channel. This includes supermarkets and hypermarkets, specialty stores, department stores, online stores, and others.

Regional Insights:

• Bangkok
• Eastern
• Northeastern
• Southern
• Northern
• Others

The report has also provided a comprehensive analysis of all the major regional markets, which include Bangkok, Eastern, Northeastern, Southern, Northern, 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.

Thailand Toys Market Report Coverage:

Key Questions Answered in This Report:

• How has the Thailand toys market performed so far and how will it perform in the coming years?
• What is the breakup of the Thailand toys market on the basis of product type?
• What is the breakup of the Thailand toys market on the basis of age group?
• What is the breakup of the Thailand toys market on the basis of sales channel?
• What is the breakup of the Thailand toys market on the basis of region?
• What are the various stages in the value chain of the Thailand toys market? 
• What are the key driving factors and challenges in the Thailand toys market?
• What is the structure of the Thailand toys market and who are the key players?
• What is the degree of competition in the Thailand toys market? 

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 Thailand toys market from 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the Thailand 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 Thailand 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.