The global toys and games market is set to reach US$287b in 2025, according to Euromonitor International. The growth is fuelled by nostalgia, collaborations, and affordability, with the Asia Pacific region leading the charge, accounting for 37% of the market. Blind box collectibles have sparked a craze in Southeast Asia, propelled by strategic expansion and localisation efforts.
Adults are increasingly driving demand, particularly for collectibles and nostalgia-driven products. This trend aligns with Euromonitor’s 2026 global consumer trend, “Comfort Zone,” highlighting consumers’ intentional curation of purchases that offer both tangible and emotional comfort. Loo Wee Teck, global insight manager for toys and games at Euromonitor International, noted, “Amidst global challenges and financial strain, consumers are increasingly finding comfort and nostalgia in their childhood toys and discovering social connection.”
Traditional toys and video games remain resilient, offering affordable escapism amidst economic uncertainties. The market is expected to grow by 14% from 2024 to 2029, reaching US$317b. In Southeast Asia, the popularity of blind boxes is driven by Chinese toy companies’ aggressive expansion and marketing strategies, with significant growth in Thailand, Indonesia, and Singapore.
Pop culture collaborations are also expanding audiences, blending entertainment, fashion, and gaming. These partnerships generate additional revenue by licensing intellectual properties to fashion and sportswear brands, transforming characters into pop culture icons and reigniting consumers’ emotional connections to childhood toys.
