Traditional Toys and Games in Australia

June 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Traditional 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.

If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in Australia?
  • Which are the leading brands in Traditional Toys and Games in Australia?
  • How are products distributed in Traditional 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?

Traditional Toys and Games in Australia - Category analysis

KEY DATA FINDINGS

Kidults, collectibles and construction major drivers of traditional toys and games
Chart 1 Key Trends 2024
Lego and Hot Wheels help drive sales of traditional toys and games
Chart 2 Analyst Insight
Pokémon and McDonald’s partnership appeals to kidults
Funko leverages blind box trend with Bitty Pop! figurine collections
Chart 3 Funko introduces Bitty Pop! collections featuring miniatures of popular figurines
Minecraft promotion by Woolworths boosts brand visibility and drives sales
Chart 4 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

Toys and Games in Australia - Industry Overview

Kidults and video games drive overall growth in 2024
Chart 5 Key Trends 2024
Video games drives sales and growth overall
McDonald’s leverages nostalgia with Pokémon Happy Meals to target kidults
Chart 6 McDonald’s Partners with Pokémon
Funko leverages blind boxes to drive collectability and repeat purchases
Chart 7 Funko Introduces Bitty Pop! 4-pack Collection
Video games anticipated to continue driving growth of toys and games
Chart 8 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 9 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 10 Real GDP Growth and Inflation 2019-2029
Chart 11 PEST Analysis in Australia 2024
Chart 12 Key Insights on Consumers in Australia 2024
Chart 13 Consumer Landscape in Australia 2024

COUNTRY REPORTS DISCLAIMER

Summary 1 Research Sources
Download table of contents
The following categories and subcategories are included:

Traditional 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

Traditional Toys and Games

This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.

See all of our definitions
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  • Track key industry trends, opportunities and threats
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This report originates from Passport, our Traditional Toys and Games research and analysis database.

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