During the period 2012-2017, the retail sales of toys and games in Indonesia, Thailand and Malaysia continued to rise, reaching a total of US$2.4 billion in 2017, with a compound annual growth rate of 17% and is expected to reach US$4.3 billion in 2022. Thailand’s ​demographics in particular hint at a widening market for the toys & games industry. The natural birth rate in 2017 was about 240,000 – this refers to the number of births in a year subtracted from the number of deaths – representing a population growth rate of about 0.4%.

According to Euromonitor, the value of Thailand’s toys & games industry was estimated to be worth US$376 million in terms of sales volume in 2015. The same report forecasts sales to increase to US$541 million by 2020, or by an average of 9% a year.

Thailand, located in the center of Indochina peninsula in Southeast Asia, borders Myanmar in the East and Andaman Sea in the North. With Laos to its northeast, Cambodia to its southeast, it’s adjacent to Malaysia on the narrow peninsula in the south. The total trade volume of ASEAN Economic Community surpasses 1.4 trillion US dollars. The advantage of ASEAN being the trade center is not only that it’s a major exporter, but also it provides a huge network of manufacture equipment for product services. Those countries, such as Thailand, Vietnam, Indonesia, Malaysia, Bangkok, etc, have crucial strategic position. ASEAN is known as the “missing BRICS”. Located in the center of ASEAN, Bangkok provides an ideal platform and market for multinational companies.