Asia: Toy Market 2022

Toy Market Size in Asia

In 2021, after six years of growth, there was significant decline in the Asian toy market, when its value decreased by -18.2% to $X. The total consumption indicated a pronounced expansion from 2012 to 2021: its value increased at an average annual rate of +2.0% over the last nine years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Over the period under review, the market attained the maximum level at $X in 2020, and then reduced dramatically in the following year.

Toy Production in Asia

In value terms, toy production contracted to $X in 2021 estimated in export price. The total production indicated a strong expansion from 2012 to 2021: its value increased at an average annual rate of +6.1% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, production increased by +70.5% against 2012 indices. The pace of growth was the most pronounced in 2017 with an increase of 14% against the previous year. The level of production peaked at $X in 2020, and then contracted in the following year.

Toy Exports

Exports in Asia

Toy exports surged to X tons in 2021, growing by 25% compared with 2020. Over the period under review, exports saw strong growth. The most prominent rate of growth was recorded in 2016 when exports increased by 30%. The volume of export peaked in 2021 and is expected to retain growth in years to come.

In value terms, toy exports skyrocketed to $X in 2021. In general, exports continue to indicate a buoyant increase. As a result, the exports attained the peak and are likely to continue growth in the immediate term.

Exports by Country

China prevails in exports structure, finishing at X tons, which was near 90% of total exports in 2021. The following exporters - Hong Kong SAR (X tons) and Vietnam (X tons) - each resulted at a 5.7% share of total exports.

Exports from China increased at an average annual rate of +8.0% from 2012 to 2021. At the same time, Vietnam (+17.9%) and Hong Kong SAR (+10.4%) displayed positive paces of growth. Moreover, Vietnam emerged as the fastest-growing exporter exported in Asia, with a CAGR of +17.9% from 2012-2021. The shares of the largest exporters remained relatively stable throughout the analyzed period.

In value terms, China ($X) remains the largest toy supplier in Asia, comprising 87% of total exports. The second position in the ranking was held by Hong Kong SAR ($X), with a 4.7% share of total exports.

From 2012 to 2021, the average annual rate of growth in terms of value in China amounted to +16.5%. In the other countries, the average annual rates were as follows: Hong Kong SAR (+18.4% per year) and Vietnam (+26.1% per year).

Export Prices by Country

The export price in Asia stood at $X per ton in 2021, picking up by 9.4% against the previous year. Export price indicated a strong increase from 2012 to 2021: its price increased at an average annual rate of +7.2% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, toy export price increased by +57.2% against 2016 indices. The growth pace was the most rapid in 2014 when the export price increased by 20%. Over the period under review, the export prices hit record highs in 2021 and is likely to continue growth in the near future.

Prices varied noticeably country of origin: the country with the highest price was Hong Kong SAR ($X per ton), while China ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by China (+7.9%), while the other leaders experienced more modest paces of growth.

Toy Imports

Imports in Asia

In 2021, overseas purchases of dolls and toys were finally on the rise to reach X tons for the first time since 2017, thus ending a three-year declining trend. Overall, imports showed a relatively flat trend pattern. The pace of growth appeared the most rapid in 2013 with an increase of 10%. The volume of import peaked at X tons in 2017; however, from 2018 to 2021, imports stood at a somewhat lower figure.

In value terms, toy imports rose sharply to $X in 2021. The total import value increased at an average annual rate of +5.2% from 2012 to 2021; the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. The most prominent rate of growth was recorded in 2013 with an increase of 25%. The level of import peaked in 2021 and is expected to retain growth in the immediate term.

Imports by Country

The countries with the highest levels of toy imports in 2021 were Hong Kong SAR (X tons), Japan (X tons), Thailand (X tons), South Korea (X tons), the United Arab Emirates (X tons), Saudi Arabia (X tons), Indonesia (X tons), Kazakhstan (X tons), China (X tons), Vietnam (X tons), Taiwan (Chinese) (X tons) and Iraq (X tons), together accounting for 81% of total import.

From 2012 to 2021, the biggest increases were in Thailand (with a CAGR of +34.3%), while purchases for the other leaders experienced more modest paces of growth.

In value terms, the largest toy importing markets in Asia were Japan ($X), Hong Kong SAR ($X) and South Korea ($X), together accounting for 56% of total imports. These countries were followed by China, Taiwan (Chinese), the United Arab Emirates, Vietnam, Saudi Arabia, Iraq, Indonesia, Kazakhstan and Thailand, which together accounted for a further 27%.

In terms of the main importing countries, Vietnam, with a CAGR of +38.0%, saw the highest rates of growth with regard to the value of imports, over the period under review, while purchases for the other leaders experienced more modest paces of growth.

Import Prices by Country

In 2021, the import price in Asia amounted to $X per ton, picking up by 4.1% against the previous year. Over the last nine years, it increased at an average annual rate of +5.0%. The pace of growth was the most pronounced in 2014 when the import price increased by 20% against the previous year. Over the period under review, import prices attained the maximum in 2021 and is expected to retain growth in the near future.

There were significant differences in the average prices amongst the major importing countries. In 2021, the country with the highest price was China ($X per ton), while Thailand ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Iraq (+13.0%), while the other leaders experienced more modest paces of growth.

Source: IndexBox Market Intelligence Platform

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