Value sales of traditional toys and games are likely to further struggle heading into the forecast period, as interest rates remain high and consumer confidence continues to be hampered by global economic uncertainties. A full recovery of value sales (at constant 2023 prices) to pre-pandemic levels is unlikely by 2028, despite a more positive outlook, due to the severity of declines at the end of the review period.
In a mature market like Australia, content is a major factor when it comes to creating hype surrounding toys, helping to drive sales growth. This has been proven by Marvel films and more recently Barbie, regarding the importance of cinema and television series in sparking interest among consumers.
Over the forecast period, plush, construction, and action figures and accessories are expected to be the strongest performers within traditional toys and games in Australia. Growth will be mainly driven by kidult consumers, especially single- or dual-person households, who have additional budgets to splurge on toys.
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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.
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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 DefinitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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