Toys and Games in Australia

June 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Toys and Games industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Traditional Toys and Games
  • Video Games

If you're in the Toys and Games industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Toys and Games in Australia report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Toys and Games in Australia?
  • Which are the leading brands in Toys and Games in Australia?
  • How are products distributed in Toys and Games in Australia?
  • How is the rise of e-commerce impacting the retail landscape and traditional outlets?
  • What are the key safety regulations to observe in Australia?
  • How has retail disruption following COVID-19 and national lockdown impacted sales?
  • Where is future growth expected to be most dynamic?
  • Is it more important to appeal to children or adults?

Toys and Games in Australia

Kidults and video games drive overall growth in 2024
Chart 1 Key Trends 2024
Video games drives sales and growth overall
McDonald’s leverages nostalgia with Pokémon Happy Meals to target kidults
Chart 2 McDonald’s Partners with Pokémon
Funko leverages blind boxes to drive collectability and repeat purchases
Chart 3 Funko Introduces Bitty Pop! 4-pack Collection
Video games anticipated to continue driving growth of toys and games
Chart 4 Analyst Insight
Affordability and social media to drive growth of traditional toys and games
Online sales will continue to dominate but potential social media ban might reduce marketing access to younger consumers
Microsoft and Electronic Arts lead overall, driven by growth in digital games
Pop Mart expands, driven by Labubu popularity and repeat custom
Kadokawa and Sony alliance to enhance games’ global footprint
Pokémon taps nostalgia trend with new mobile application
Nintendo and Sea Life partnership leverages brand strengths to enhance engagement
Chart 5 Nintendo Announces Partnership with Sea Life Sydney Aquarium
Kmart broadens toy offerings while e-commerce growth is gradual
EB Games uses subscriptions to retain customers amid retail challenges
Chart 6 Real GDP Growth and Inflation 2019-2029
Chart 7 PEST Analysis in Australia 2024
Chart 8 Key Insights on Consumers in Australia 2024
Chart 9 Consumer Landscape in Australia 2024

COUNTRY REPORTS DISCLAIMER

Summary 1 Research Sources

Traditional Toys and Games in Australia

KEY DATA FINDINGS

Kidults, collectibles and construction major drivers of traditional toys and games
Chart 10 Key Trends 2024
Lego and Hot Wheels help drive sales of traditional toys and games
Chart 11 Analyst Insight
Pokémon and McDonald’s partnership appeals to kidults
Funko leverages blind box trend with Bitty Pop! figurine collections
Chart 12 Funko introduces Bitty Pop! collections featuring miniatures of popular figurines
Minecraft promotion by Woolworths boosts brand visibility and drives sales
Chart 13 Minecraft Cubeez Launches in Partnership with Woolworths
Construction toys to lead growth while plush will perform the strongest
Tech toys and AI to increasingly shape future demand
Government ban may drive children towards traditional toys
LEGO Group leads amid greater concentration; Barbie film boost fades
Pop Mart's in-house IP and celebrity endorsement drive popularity with younger demographic
Retail offline remains dominant as Australians appreciate being able to physical see toys first
Lego continues to expand distribution and adopts various marketing strategies for visibility

Video Games in Australia

KEY DATA FINDINGS

Strong performance driven by increasing interest in digital content
Chart 14 Key Trends 2024
Video games software growth is driven by digital social interaction
Chart 15 Analyst Insight
Black Shark AI and Microsoft create realistic immersion for flight simulator
Chart 16 Microsoft Flight Simulator Incorporates Latest in Generative AI
Roblox and PUBG partnerships boost engagement through exclusive content
Chart 17 Roblox Collaborates with Singer Charli XCX
Sega explores subscription gaming service, intensifying competition and increasing player loyalty
Video games software set to continue driving category sales
AI and the metaverse to increasingly influence future development
Further penetration of mobile games driven by accessibility and low entry costs
Microsoft’s leadership is supported by its strength in video games software
Hazelight finds success with story-driven cooperative adventures
Kadokawa and Sony collaborate to expand gaming presence
Retail e-commerce retains dominant distribution for video games
Woolworths and Big W Minecraft promotion looks to leverage film launch

COUNTRY REPORTS DISCLAIMER

Download table of contents
The following categories and subcategories are included:

Toys and Games

    • Action Figures and Accessories
    • Arts and Crafts
    • Baby and Infant
    • Construction
    • Dolls and Accessories
    • Dress-Up and Role Play
    • Games and Puzzles
    • Model Vehicles
    • Outdoor and Sports
    • Plush
    • Pre-School
    • Remote Control Toys
    • Ride-On Vehicles
    • Scientific/Educational
    • Other Traditional Toys and Games
      • Hand-Held Consoles
      • Static Consoles
      • Gaming Headsets
        • Computer Games (Physical)
        • Console Games (Physical)
        • Computer Games (Digital)
        • Console Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Console Games (Physical)
          • Console Games (Digital)
          • Computer Games (Physical)
          • Computer Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Computer Games (Game Sales)
          • Console Games (Game Sales)
          • Online Games and Subscriptions (Game Sales)
          • Mobile Games (Game Sales)
          • Computer Games (In-Game Purchases)
          • Console Games (In-Game Purchases)
          • Online Games and Subscriptions (In-Game Purchases)
          • Mobile Games (In-Game Purchases)

Toys and Games

This is the aggregation of traditional toys and games and video games.

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This report originates from Passport, our Toys and Games research and analysis database.

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