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.
Report Attribute
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Key Statistics
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Base Year
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2024
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Forecast Years
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2025-2033
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Historical Years
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2019-2024
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Market Size in 2024 | USD 455.76 Million |
Market Forecast in 2033 | USD 779.98 Million |
Market Growth Rate 2025-2033 | 5.52% |
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.
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:
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:
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:
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:
The report has also provided a comprehensive analysis of all the major regional markets, which include Bangkok, Eastern, Northeastern, Southern, Northern, and others.
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.
Report Features | Details |
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Base Year of the Analysis | 2024 |
Historical Period | 2019-2024 |
Forecast Period | 2025-2033 |
Units | Million USD |
Scope of the Report |
Exploration of Historical Trends and Market Outlook, Industry Catalysts and Challenges, Segment-Wise Historical and Future Market Assessment:
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Product Types Covered | Action Figures, Building Sets, Dolls, Games and Puzzles, Sports and Outdoor Toys, Plush, Others |
Age Groups Covered | Up to 5 Years, 5 to 10 Years, Above 10 Years |
Sales Channels Covered | Supermarkets and Hypermarkets, Specialty Stores, Department Stores, Online Stores, Others |
Regions Covered | Bangkok, Eastern, Northeastern, Southern, Northern, Others |
Customization Scope | 10% Free Customization |
Post-Sale Analyst Support | 10-12 Weeks |
Delivery Format | PDF and Excel through Email (We can also provide the editable version of the report in PPT/Word format on special request) |
Key Questions Answered in This Report:
Key Benefits for Stakeholders: