Traditional toys and games and video games in Australia recorded contrasting performances in 2023. Traditional toys and games suffered a significant blow due to soaring inflation and interest rates, sparking concerns about the rising cost of living.
Licensed content remained the most important purchasing factor for both traditional toys and video games in Australia, even proving to be successful in neutralising the negative impact of inflation during the year. Barbie recorded strong growth in 2023 despite high single-digit value sales decline in overall dolls and accessories.
In traditional toys and games, Mattel gained one position to rank second in 2023, due to notable value share gain and positive sales growth despite the overall poor performance of the category. In addition, its two closest competitors, LEGO Australia Ltd and Hasbro Australia Pty Ltd, experienced double-digit declines.
In Australia, physical retailers remained the go-to destination for purchases of traditional toys and games in 2023, as consumers desire immersive shopping experiences and aim for stronger connections with brands. Therefore, leading players directed their efforts towards opening additional stores and expanding their product displays to introduce a wider range of offerings.
Sale of traditional toys and games are anticipated to face ongoing challenges in 2024, experiencing sluggish growth due to persistently high interest rates and subdued consumer confidence resulting from global economic uncertainty. More significant value growth (at constant 2023 prices) is not expected until 2025 as conditions start to stabilise.
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Toys and Games
This is the aggregation of traditional toys and games and video games.
See All of Our DefinitionsThis report originates from Passport, our Toys and Games research and analysis database.
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