Indonesia Toys Market 2026 | Growth, Trends, and Forecast by 2034

Market Overview

The Indonesia toys market size reached USD 1.5 Billion in 2025. The market is projected to expand significantly, with expectations to reach USD 3.1 Billion by 2034. This growth is driven by 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. The forecast period spans 2026-2034, with a compound annual growth rate (CAGR) of 8.05%.

How Collectible Culture is Reshaping the Future of Indonesia Toys Market:

• Indonesia's growing focus on collectible and character-based toys is driving a significant shift toward blind-box and designer toy formats, with Pop Mart adding production facilities in Indonesia, Mexico, and Cambodia in January 2026 to meet surging international demand for its viral Labubu figures.
• Pop Mart scaled global manufacturing to 30 million plush units monthly by late 2025, a tenfold jump from 2024, with its 2025 financials showing revenue of RMB 37.1 billion, up 185% year-on-year, and net profit up over 300%, reinforcing Indonesia's role in its expanding partner-led supply network.
• Pop Mart continued strengthening its Indonesian retail footprint in 2026, building on its June 2025 Bali debut store, as blind-box and collectible toys increasingly compete with traditional action figures, dolls, and building sets for consumer spending.
• The global toy industry reached USD 123 billion in 2025, up 8% year-on-year according to Circana's 2026 Global Toy Report, with collectibles and kidult-driven categories emerging as key growth drivers across Southeast Asian markets including Indonesia.
• Innovations in AI-driven interactive and educational toys are gaining traction across Indonesia in 2026, as brands continue expanding smart robot and connected play offerings targeting the 5-10 years age segment amid rising parental demand for skill-building products.

Grab a sample PDF of this report: https://www.imarcgroup.com/indonesia-toys-market/requestsample

Market Growth Factors

Rising household incomes and a growing middle class, especially in urban areas, are a central driver of the toys market's expansion. Parents are increasingly willing to spend on products that promote learning and development, which has fueled demand for educational and interactive toys, while the country's young population combined with a steady birth rate keeps demand high across all age segments.

Digital adoption and e-commerce expansion are reshaping the region's toy retail landscape. Several families are shopping online, and local e-commerce platforms have made toys more accessible in smaller cities, with Indonesia's e-commerce market projected to grow from USD 52.93 billion in 2023 to USD 86.81 billion by 2028, representing 52% of ASEAN's e-commerce revenue.

Local toy manufacturers expanding their product ranges is creating favorable conditions for sustained market growth. Domestic producers are increasingly blending traditional play with modern features like sound, motion, or app connectivity, while festivals and school holidays continue to drive seasonal spikes in demand, encouraging retailers to stock diverse inventories throughout the year.

Market Segmentation

Product Type Insights:

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

Age Group Insights:

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

Sales Channel Insights:

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

Regional Insights:

• Java
• Sumatra
• Kalimantan
• Sulawesi
• Others

Recent Development & News

August 2026: Mattel expands its Indonesian manufacturing plants for Barbie dolls and Hot Wheels cars, creating approximately 2,500 new jobs while dolls average 70% local content and local output accounts for more than 35% of Indonesia’s total global toy exports.

August 2026: The Jakarta International Baby Products & Toys Expo (IBTE) highlights educational toys and AI-powered interactive products among more than 100,000 new items displayed across categories including smart toys and trendy collectibles.

August 2026: Indonesian art toys and intellectual property products secure potential transactions of USD 1 million at Urban Break & Toy Con Seoul, doubling the previous year’s result through participation by 21 curated local creators.

If you require any specific information that is not currently covered within the scope of the report, we will provide the same as part of the customization.

About Us

IMARC Group is a global management consulting firm that helps the world's most ambitious changemakers to create a lasting impact. The company provides a comprehensive suite of market entry and expansion services. IMARC offerings include thorough market assessment, feasibility studies, company incorporation assistance, factory setup support, regulatory approvals and licensing navigation, branding, marketing and sales strategies, competitive landscape and benchmarking analyses, pricing and cost research, and procurement research.

Contact Us

IMARC Group,

134 N 4th St. Brooklyn, NY 11249, USA,

Email: sales@imarcgroup.com,

Tel No: (D) +91 120 433 0800,

United States: +1-201971-6302