| Product Code: ETC230005 | Publication Date: Aug 2022 | Updated Date: Nov 2025 | Product Type: Market Research Report | |
| Publisher: 6Wresearch | Author: Ravi Bhandari | No. of Pages: 75 | No. of Figures: 35 | No. of Tables: 20 |
In 2024, Thailand import trend for games and puzzles indicated a notable growth rate of 22.98% compared to the previous year. However, the compound annual growth rate (CAGR) for the period 2020-2024 stood at -0.69%. This decline could be attributed to shifting consumer preferences, changes in trade policies, or market stabilization efforts.
In the Asia region, the Games and Puzzles market in Thailand is projected to expand at a stable growth rate of 0.40% by 2027. The largest economy is China, followed by India, Japan, Australia and South Korea.

The games and puzzles market in Thailand has been growing steadily, driven by a rising interest in board games, puzzles, and interactive toys. Families and individuals seek these products for entertainment and educational purposes, making it a competitive market with various local and international brands.
The Thailand games and puzzles market has experienced growth due to various factors. Firstly, games and puzzles have long been a source of entertainment and cognitive development in Thai culture, making them a staple in households. Educational benefits associated with puzzles and board games have also fueled demand, as parents seek to engage their children in learning activities. Moreover, advancements in technology have brought digital gaming and app-based puzzles into the market, expanding the options available to consumers.
The Thailand Games and Puzzles market faces challenges such as the increasing digitalization of entertainment. Video games and mobile apps have become significant competitors to traditional board games and puzzles. Additionally, the market can be influenced by economic downturns, as consumers might prioritize essential expenses over discretionary spending on leisure products.
The COVID-19 pandemic had a positive impact on the Thailand Games and Puzzles Market as people sought indoor entertainment options during lockdowns. Families and individuals turned to board games, puzzles, and video games to pass the time at home. This led to a surge in demand for games and puzzles, both traditional and digital, with many manufacturers experiencing increased sales.
In the Thailand Games and Puzzles Market, several companies have emerged as leaders catering to the growing demand for recreational and educational games. Toys "R" Us Thailand is a prominent player, offering a diverse range of board games, puzzles, and toys for all ages. Another key contender is Hamleys Thailand, known for its premium and innovative games and puzzles selection. Additionally, Mind Games Thailand has focused on educational puzzles and brain-teasers, appealing to a niche segment of the market. These companies have consistently provided quality entertainment and educational products, making them leaders in the Thailand Games and Puzzles Market.
1 Executive Summary |
2 Introduction |
2.1 Key Highlights of the Report |
2.2 Report Description |
2.3 Market Scope & Segmentation |
2.4 Research Methodology |
2.5 Assumptions |
3 Thailand Games and Puzzles Market Overview |
3.1 Thailand Country Macro Economic Indicators |
3.2 Thailand Games and Puzzles Market Revenues & Volume, 2021 & 2031F |
3.3 Thailand Games and Puzzles Market - Industry Life Cycle |
3.4 Thailand Games and Puzzles Market - Porter's Five Forces |
3.5 Thailand Games and Puzzles Market Revenues & Volume Share, By Licensing, 2021 & 2031F |
3.6 Thailand Games and Puzzles Market Revenues & Volume Share, By Distribution Channel, 2021 & 2031F |
3.7 Thailand Games and Puzzles Market Revenues & Volume Share, By Type, 2021 & 2031F |
4 Thailand Games and Puzzles Market Dynamics |
4.1 Impact Analysis |
4.2 Market Drivers |
4.2.1 Increasing popularity of educational games and puzzles in Thailand |
4.2.2 Growing disposable income leading to increased spending on leisure activities |
4.2.3 Rising adoption of digital gaming platforms and online puzzle games |
4.3 Market Restraints |
4.3.1 Competition from other entertainment options such as streaming services and social media |
4.3.2 High import tariffs on games and puzzles affecting pricing |
4.3.3 Limited availability of locally produced games and puzzles |
5 Thailand Games and Puzzles Market Trends |
6 Thailand Games and Puzzles Market, By Types |
6.1 Thailand Games and Puzzles Market, By Licensing |
6.1.1 Overview and Analysis |
6.1.2 Thailand Games and Puzzles Market Revenues & Volume, By Licensing, 2021-2031F |
6.1.3 Thailand Games and Puzzles Market Revenues & Volume, By Licensed, 2021-2031F |
6.1.4 Thailand Games and Puzzles Market Revenues & Volume, By Non-licensed, 2021-2031F |
6.2 Thailand Games and Puzzles Market, By Distribution Channel |
6.2.1 Overview and Analysis |
6.2.2 Thailand Games and Puzzles Market Revenues & Volume, By E-commerce, 2021-2031F |
6.2.3 Thailand Games and Puzzles Market Revenues & Volume, By Brick & Mortar, 2021-2031F |
6.3 Thailand Games and Puzzles Market, By Type |
6.3.1 Overview and Analysis |
6.3.2 Thailand Games and Puzzles Market Revenues & Volume, By Games, 2021-2031F |
6.3.3 Thailand Games and Puzzles Market Revenues & Volume, By Puzzles, 2021-2031F |
7 Thailand Games and Puzzles Market Import-Export Trade Statistics |
7.1 Thailand Games and Puzzles Market Export to Major Countries |
7.2 Thailand Games and Puzzles Market Imports from Major Countries |
8 Thailand Games and Puzzles Market Key Performance Indicators |
8.1 Average time spent playing games and puzzles per user in Thailand |
8.2 Number of new game and puzzle releases in the Thai market |
8.3 Percentage of households in Thailand that purchase games and puzzles each year |
9 Thailand Games and Puzzles Market - Opportunity Assessment |
9.1 Thailand Games and Puzzles Market Opportunity Assessment, By Licensing, 2021 & 2031F |
9.2 Thailand Games and Puzzles Market Opportunity Assessment, By Distribution Channel, 2021 & 2031F |
9.3 Thailand Games and Puzzles Market Opportunity Assessment, By Type, 2021 & 2031F |
10 Thailand Games and Puzzles Market - Competitive Landscape |
10.1 Thailand Games and Puzzles Market Revenue Share, By Companies, 2024 |
10.2 Thailand Games and Puzzles Market Competitive Benchmarking, By Operating and Technical Parameters |
11 Company Profiles |
12 Recommendations |
13 Disclaimer |