Toy Reselling in Singapore

by | Dec 15, 2025 | Uncategorized | 0 comments

Key Differences from the US Market:

1. Platform Preferences

  • Carousell dominates over Facebook Marketplace/Craigslist in Singapore
  • Shopee and Lazada are major e-commerce platforms for reselling
  • Facebook Marketplace and local community groups (HDB estate groups) are also active
  • eBay less commonly used locally due to shipping complexities

2. Popular Toy Categories in Singapore (2025 scenarios):

  • Labubu dolls – mentioned in the article, extremely popular in Singapore due to proximity to Asian markets
  • Japanese/Korean character toys (Sanrio, Pokemon, K-pop merchandise)
  • Educational toys – high demand among Singaporean parents focused on child development
  • Limited edition toys from Japan/Korea that sell out quickly locally

3. Sourcing Opportunities:

  • Seasonal sales: Great Singapore Sale (June-July), 11.11, 12.12 sales on Shopee/Lazada
  • Overseas purchases: Buying from Malaysia (JB trips), Thailand, or Japan during travel
  • Parallel imports: Items not officially released in Singapore yet
  • Post-CNY clearance: Many families declutter after Chinese New Year

4. Tax Implications (Singapore-specific):

  • Unlike the US $400 threshold, Singapore has no capital gains tax for individuals
  • GST (9% as of 2025) generally doesn’t apply to individual casual sellers
  • However, if you’re running a regular business (frequent sales, buying stock specifically to resell), you may need to register for GST once turnover exceeds S$1 million annually
  • Income from casual reselling typically not taxed unless it’s a business activity

5. Meeting Locations for Safety:

  • MRT stations – busy, public, with CCTV
  • Shopping mall atriums
  • Community centers
  • Police posts – some buyers/sellers prefer meeting near Neighbourhood Police Posts

6. Singapore Market Scenarios:

Scenario A: HDB Family Decluttering

  • Family in Tampines with 2 kids (ages 3 and 8) wants to clear out toys
  • List on Carousell: baby toys, outgrown tricycle, old LEGO sets
  • Price competitively (20-40% of original price for used items)
  • Meet at Tampines Hub or nearby MRT
  • Potential earnings: S$50-200 depending on items

Scenario B: Savvy Reseller During Sales

  • Buy trending toys during 11.11 sale at 50% off
  • Hold until December when demand peaks
  • Example: Limited edition Sonny Angel series bought at S$15, resell at S$25-30
  • List on both Carousell and Shopee for maximum visibility

Scenario C: Japan/Korea Shopping Trip Arbitrage

  • Buy exclusive Pokemon Center items in Japan
  • Resell in Singapore where they’re unavailable or marked up heavily
  • Popular with collectors willing to pay premium
  • Example: Exclusive plushies S$30 in Japan, resell S$60-80 in Singapore

7. Donation Options in Singapore:

  • Salvation Army
  • Touch Community Services
  • Willing Hearts
  • Fei Yue Community Services
  • Local kindergartens/childcare centers
  • Note: Tax deductions available for donations to registered charities (claim 250% of donation value)

8. Vintage Toys Market:

  • Strong collector market for:
    • 1990s-2000s Japanese toys (Tamagotchi, Digimon)
    • Vintage Transformers
    • Old McDonald’s Happy Meal toys (especially Singapore-exclusive items)
    • Retro LEGO sets
  • Online communities: Facebook groups like “Vintage Toys Singapore” or “Singapore Toy Collectors”

9. Cultural Considerations:

  • Hygiene concerns: Singaporeans particularly value cleanliness – thoroughly clean and disinfect toys
  • Condition matters: Used items expected to be in very good condition
  • Negotiation culture: Expect lowball offers and be prepared to negotiate
  • Language: List in English, but be ready to communicate in Mandarin/Malay for broader reach

10. Risks and Challenges:

  • Space constraints: Limited storage in HDB flats makes holding inventory difficult
  • Competition: High population density means many resellers
  • Shipping costs: If selling online, courier fees can eat into profits (S$3-5 for local delivery)
  • Returns/disputes: Platforms like Shopee favor buyers in disputes

Practical Singapore Strategy:

  1. Start with decluttering own home (low risk, no capital needed)
  2. Use Carousell for quick local sales with meetups
  3. Graduate to Shopee/Lazada if scaling up
  4. Time listings for peak periods (November-December, pre-CNY)
  5. Focus on condition and competitive pricing
  6. Build good seller ratings for repeat business

The toy reselling market in Singapore is viable but competitive. Success depends on understanding local preferences, using the right platforms, and timing sales around cultural events and shopping seasons.

Singapore Toy Reselling Market: Comprehensive Case Study

Executive Summary

The toy reselling market in Singapore presents unique opportunities and challenges shaped by the city-state’s compact geography, diverse population, high internet penetration (92%), and strong e-commerce adoption. This case study examines the viability of toy reselling as supplementary income for Singaporean families amid rising living costs and explores scalable solutions.

Case Study: The Tan Family’s Toy Reselling Journey

Background

Family Profile:

  • Mr. and Mrs. Tan, both working professionals in their mid-30s
  • Two children: Marcus (9 years old) and Emily (5 years old)
  • Living in a 4-room HDB flat in Bedok
  • Combined household income: S$8,500/month
  • Seeking supplementary income to offset rising costs (inflation, education expenses)

Initial Situation (November 2024)

The Tan family faces common challenges:

  • Accumulated toys from birthdays, CNY ang baos, and impulse purchases
  • Limited storage space in their HDB flat
  • Children losing interest in toys quickly
  • Estimated S$3,000+ worth of toys gathering dust
  • Rising cost of living squeezing household budget

Action Taken (December 2024 – November 2025)

Phase 1: Decluttering (December 2024)

  • Spent 2 weekends sorting through toys
  • Categories: Keep, Sell, Donate
  • Items to sell: 45 toys including LEGO sets, soft toys, educational toys, baby items
  • Cleaned and photographed all items

Phase 2: First Sales (January – March 2025)

  • Listed on Carousell and Facebook Marketplace
  • Pricing: 20-50% of original retail price
  • Met buyers at Bedok MRT station
  • Results: Sold 28 items, earned S$680

Phase 3: Strategic Reselling (April – November 2025)

  • Bought discounted toys during 5.5, 6.6, 9.9 sales
  • Focused on trending items: Labubu dolls, Sonny Angels, limited edition Sanrio
  • Traveled to JB once, bought toys at 30% cheaper prices
  • Listed on multiple platforms simultaneously
  • Results: Additional S$1,450 in profit (after costs)

Total Earnings (12 months): S$2,130 Time Investment: ~6-8 hours per month

Market Outlook: Singapore Toy Reselling (2025-2027)

Positive Indicators

1. Economic Pressures Driving Demand

  • Inflation persists at 2-3% annually
  • Secondhand market growing as families seek value
  • “Conscious consumption” trending among younger parents
  • GST increase to 9% making new items more expensive

2. Demographic Trends

  • 47,000+ births annually maintaining toy demand
  • Millennial and Gen Z parents more comfortable with e-commerce
  • Growing collector community for limited edition/vintage toys

3. Technology Enablers

  • Carousell, Shopee, Lazada with escrow protection
  • Integrated payment systems (PayNow, PayLah!)
  • Social media marketing tools accessible to individuals
  • AI-powered pricing recommendations

4. Supply Chain Advantages

  • Singapore’s location enables access to Japan, Korea, Malaysia toy markets
  • Frequent travel for toy arbitrage opportunities
  • Parallel imports not restricted for personal resale

Challenges

1. Market Saturation

  • High competition from other resellers
  • Professional resellers with bulk inventory
  • Retail stores offering frequent promotions

2. Platform Fees and Costs

  • Carousell: Free for direct deals, but payment via Carou-Pay charges 3%
  • Shopee: 2% + payment gateway fees
  • Lazada: 1-4% commission depending on category
  • Delivery costs: S$3-8 per item

3. Consumer Behavior

  • Negotiation culture leads to price pressure
  • High expectations for condition and hygiene
  • Returns and disputes favor buyers

4. Regulatory Considerations

  • Product safety standards for toys (SS 474)
  • Potential GST registration if scaling to business level
  • Need to ensure toys aren’t counterfeit

Market Size Estimate

Conservative Projection:

  • 1.4 million households in Singapore
  • ~30% have children under 12 (420,000 households)
  • If 10% engage in toy reselling annually: 42,000 active sellers
  • Average earnings: S$500-2,000 per seller annually
  • Total market size: S$21-84 million annually

Solutions: Three-Tier Approach

Tier 1: Casual Reseller (Beginner)

Target: Families decluttering, earning S$500-1,500/year

Solutions:

  1. Platform Selection
    • Start with Carousell (most user-friendly, local)
    • Use Facebook Marketplace for community reach
    • Focus on meetups to avoid shipping hassles
  2. Best Practices
    • Take clear photos with natural lighting
    • Write honest descriptions (mention flaws)
    • Price 30-50% below retail for quick sales
    • Bundle items for faster turnover
    • Meet at safe locations (MRT stations, malls)
  3. Time Management
    • Batch photography sessions (1-2 hours)
    • Respond to inquiries within 2 hours
    • Schedule meetups on weekends
    • Dedicate 2-3 hours weekly maximum
  4. Safety Protocols
    • Never share personal address
    • Meet in public, well-lit areas
    • Bring a companion if possible
    • Trust your instincts on suspicious buyers

Tier 2: Strategic Reseller (Intermediate)

Target: Individuals earning S$2,000-5,000/year with moderate effort

Solutions:

  1. Market Research System
    • Follow toy trends on Instagram, TikTok (#sgtoys, #sgmoms)
    • Join parent Facebook groups to identify wants
    • Track Google Trends for Singapore
    • Monitor Carousell “sold” listings for pricing insights
  2. Strategic Sourcing
    • Buy during major sales: 2.2, 3.3, 5.5, 6.6, 7.7, 9.9, 11.11, 12.12
    • Use price tracking tools (PricePanda, BigGo)
    • Subscribe to toy store newsletters for early access
    • Consider JB shopping trips for arbitrage
    • Attend toy fairs (Singapore Toy, Game & Comic Convention)
  3. Multi-Platform Strategy
    • List on 3+ platforms simultaneously
    • Use Shopee/Lazada for broader reach
    • Leverage Instagram/TikTok for marketing
    • Create a consistent brand/seller identity
  4. Inventory Management
    • Maintain spreadsheet: Item, Cost, List Price, Platform, Status
    • Track profit margins and best-selling categories
    • Set aside small storage area (under bed, spare room corner)
    • Rotate inventory – sell stale items at discount
  5. Customer Service Excellence
    • Respond within 1 hour during waking hours
    • Offer bundle discounts (3 items = 10% off)
    • Package items nicely (clear bags, thank you notes)
    • Build repeat buyer relationships

Tier 3: Semi-Professional Reseller (Advanced)

Target: Side business earning S$6,000-15,000/year

Solutions:

  1. Business Setup
    • Register sole proprietorship with ACRA (S$115/year)
    • Open dedicated bank account for transactions
    • Use accounting software (Xero, QuickBooks) to track
    • Consult accountant on tax obligations if revenue exceeds S$100k
  2. Scaling Strategies
    • Source directly from manufacturers/distributors
    • Establish relationships with toy importers
    • Buy liquidation stock or clearance pallets
    • Partner with other resellers for bulk purchases
    • Consider dropshipping arrangements
  3. Advanced Marketing
    • Build Instagram/TikTok following (5,000+ followers)
    • Use influencer tactics: unboxing videos, toy reviews
    • Run targeted Facebook/Instagram ads (S$100-300/month)
    • Create email list for exclusive offers
    • Collaborate with parent bloggers/influencers
  4. Operational Efficiency
    • Use photo editing apps for consistent branding
    • Create templates for product descriptions
    • Bulk schedule social media posts
    • Hire virtual assistant for customer service (S$500/month part-time)
    • Partner with courier services for discounted rates
  5. Niche Specialization
    • Focus on specific category: vintage toys, Japanese imports, LEGO, collectibles
    • Become known expert in that niche
    • Command premium prices due to specialization
    • Build collector community around your brand
  6. Risk Management
    • Verify authenticity to avoid counterfeits
    • Purchase insurance for high-value inventory
    • Keep receipts for all purchases
    • Screen buyers for serious inquiries
    • Set clear return/exchange policies

Extended Solutions: Ecosystem Development

For Individual Resellers

1. Education and Training Programs

  • Create online courses/YouTube tutorials on toy reselling
  • Topics: Authentication, pricing strategies, photography, negotiation
  • Partner with community centers for workshops

2. Technology Tools

  • Pricing Calculator App: Analyzes market prices and suggests optimal listing price
  • Inventory Management System: Simple app for tracking stock and profits
  • Buyer Verification System: Community-based ratings for trustworthy buyers
  • Trend Predictor: AI tool analyzing social media for upcoming toy trends

3. Collaborative Models

  • Reseller Cooperatives: Group of 10-20 resellers pooling resources
    • Bulk purchasing power
    • Shared storage space
    • Collective marketing
    • Knowledge sharing
  • Pop-up Markets: Weekend toy bazaars in HDB estates
    • Lower fees than online platforms
    • Face-to-face trust building
    • Community atmosphere
    • Coordinated by Town Councils or grassroots organizations

For Community and Government

1. Circular Economy Initiative

  • Government-supported toy exchange programs
  • Annual “Toy Swap Festivals” in each district
  • Tax incentives for donations to registered charities
  • Subsidized storage facilities for small resellers

2. Platform Regulation and Protection

  • Enhanced buyer-seller dispute resolution
  • Mandatory authenticity verification for high-value items
  • Caps on platform fees to encourage circular economy
  • Standardized grading system for used toys (Like-New, Good, Fair, etc.)

3. Safety and Standards

  • Simplified product safety compliance for resellers
  • Free toy safety testing stations
  • Clear guidelines on which vintage toys can be resold
  • Education on identifying hazardous toys (lead paint, choking hazards)

For Toy Industry

1. Official Resale Programs

  • Toy brands offering trade-in programs
  • Certified pre-owned toy marketplaces
  • Refurbishment services for damaged toys
  • Extended warranty for resold items

2. Sustainable Design

  • Create toys designed for multiple ownership cycles
  • Modular toys that can be disassembled and cleaned
  • Durability standards to extend product life
  • Take-back programs for end-of-life toys

Impact Analysis

Economic Impact

Individual/Household Level:

  • Income Generation: S$500-15,000 annual supplementary income
  • Cost Savings: 30-50% savings when buying secondhand vs. new
  • Asset Utilization: Monetize S$1,000-5,000 worth of unused toys per household
  • Skill Development: E-commerce, negotiation, marketing, business management

Community Level:

  • Local Economy: S$21-84 million circulating in secondhand toy market
  • Job Creation: Indirect employment (photographers, delivery, storage)
  • Entrepreneurship: 1,000+ Singaporeans running toy reselling as side business
  • Reduced Import Costs: Less need to import new toys when secondhand supply is robust

National Level:

  • Resource Efficiency: Extend product lifecycle, reduce waste
  • Consumer Choice: More affordable options for lower-income families
  • Economic Inclusion: Accessible side hustle with low barriers to entry
  • Digital Economy: Strengthens e-commerce ecosystem and digital payments

Social Impact

Positive Outcomes:

  1. Affordability and Access
    • Lower-income families access quality toys at 40-60% discount
    • Reduces financial stress on young parents
    • Enables children from all backgrounds to enjoy trending toys
  2. Community Building
    • Meetups create social interactions in neighborhoods
    • Parent networks form around toy exchanges
    • Reduced stigma around secondhand goods
    • Knowledge sharing between experienced and new parents
  3. Financial Literacy
    • Children learn about value, money management
    • Parents teach kids about conscious consumption
    • Practical business education for youth
    • Budgeting and entrepreneurship skills development
  4. Cultural Shift
    • Normalization of circular economy practices
    • Reduced materialism and “buy new” mentality
    • Appreciation for toy longevity and quality
    • Intergenerational sharing of vintage toys

Potential Challenges:

  1. Quality and Safety Concerns
    • Risk of damaged/unsafe toys entering market
    • Difficulty verifying authenticity
    • Hygiene concerns with used soft toys
  2. Social Stratification
    • Potential stigma: “secondhand = inferior”
    • Digital divide: Older/less tech-savvy excluded
    • Language barriers for some demographics
  3. Informal Economy Issues
    • Tax evasion if income unreported
    • No consumer protection for casual transactions
    • Disputes difficult to resolve

Environmental Impact

Positive Environmental Outcomes:

  1. Waste Reduction
    • Diverted from Landfill: Estimated 500-1,000 tonnes of toys annually
    • Extended product lifecycle from 2-3 years to 5-8 years
    • Reduced plastic waste in incinerators
    • Lower carbon footprint per play-hour
  2. Resource Conservation
    • Decreased demand for virgin plastic (petroleum-based)
    • Reduced manufacturing emissions
    • Less packaging waste
    • Water conservation in manufacturing
  3. Carbon Footprint Reduction
    • Manufacturing a new toy: 2-5 kg CO2e
    • Reselling existing toy: 0.1-0.5 kg CO2e (transport only)
    • Potential annual savings: 2,000-10,000 tonnes CO2e if 20% of toy purchases are secondhand
  4. Behavioral Change
    • Increases awareness of consumption impact
    • Promotes “reduce, reuse, recycle” mindset
    • Influences future purchasing decisions
    • Children learn environmental stewardship

Environmental Metrics (Annual Projections):

  • Toys diverted from waste: 800 tonnes
  • Plastic saved: 600 tonnes
  • CO2e emissions avoided: 5,000 tonnes
  • Manufacturing water saved: 15 million liters

Long-term Impacts (5-10 Year Horizon)

Economic Evolution:

  • Professionalization of reselling sector
  • Emergence of specialized toy authentication services
  • Growth of toy rental/subscription services
  • Integration with formal retail channels

Social Transformation:

  • Secondhand becomes mainstream, not alternative
  • Cross-generational toy sharing normalized
  • Reduced emphasis on “latest and greatest”
  • Community toy libraries and sharing programs

Environmental Progress:

  • 30-40% of toy consumption from secondhand market
  • Toy manufacturers design for circularity
  • Singapore becomes regional hub for sustainable toy economy
  • Significant contribution to Singapore’s zero waste goals

Policy Implications:

  • Tax structures adapt to gig economy realities
  • Consumer protection extended to P2P transactions
  • Sustainability metrics include circular economy measures
  • Social safety nets account for gig income volatility

Recommendations

For Individuals

  1. Start small with decluttering – low risk, immediate returns
  2. Invest 3-6 months building reputation and learning platforms
  3. Specialize in category you’re knowledgeable about
  4. Track all transactions for potential tax purposes
  5. Join reseller communities for tips and support

For Government

  1. Create clear guidelines for casual resellers vs. businesses
  2. Support toy safety verification programs
  3. Incentivize circular economy through tax breaks
  4. Fund research on secondhand market impacts
  5. Integrate with Smart Nation initiatives (digital trust, payments)

For Businesses

  1. Toy retailers: Launch trade-in programs to capture secondhand market
  2. Platforms: Reduce fees for sustainable/secondhand goods
  3. Manufacturers: Design for durability and multiple lifecycles
  4. Financial institutions: Create microloans for inventory purchase

For Community Organizations

  1. Organize regular toy swap events
  2. Provide reselling workshops at CCs
  3. Create trusted community marketplaces
  4. Facilitate donations to families in need

Conclusion

The toy reselling market in Singapore represents a convergence of economic necessity, environmental consciousness, and digital enablement. For individuals like the Tan family, it offers meaningful supplementary income (S$2,000-5,000 annually) with flexible time commitment.

At the societal level, a robust secondhand toy economy delivers multiple benefits:

  • Economic: S$21-84 million market supporting thousands of families
  • Social: Increased affordability and community connection
  • Environmental: 800+ tonnes waste diverted, 5,000 tonnes CO2e saved annually

Success requires a multi-stakeholder approach: individuals embracing new income streams, government providing supportive frameworks, businesses adapting to circular models, and communities fostering trust-based exchanges.

As Singapore advances toward its sustainability goals and navigates economic headwinds, the toy reselling ecosystem exemplifies how circular economy principles can create shared value—generating income, building community, and protecting the environment simultaneously.

The toy reselling opportunity is not just about making money; it’s about reimagining consumption for a more sustainable and inclusive Singapore.