With a 5.4 per cent retail value CAGR over the forecast period, Southeast Asia is expected to be the fastest-growing region for traditional toys and games.
A trend that has risen in the years since the beginning of Covid-19 is the purchase of toys and games by kidults. This essentially means adults who purchase products that are actually aimed at kids, for their own personal use.
In the past, Southeast Asia has never been a particularly strong kidults market but this is now changing. Construction toys, mainly driven by Lego, recorded the strongest value sales growth in 2021 and 2022 as working professionals sought new hobbies throughout prolonged periods of time at home.
