In 2022, toys and games in Australia saw solid current value growth, although video games saw higher growth than traditional toys and games. However, growth was driven mainly by inflation, with unit prices increasing significantly compared with the previous year, and growth at constant 2022 prices was minimal.
Toys and games trends can be discussed by dividing them into traditional toys and games and video games. For traditional toys and games, there was already a growing interest amongst parents in educational toys even before the pandemic.
In 2022, players in toys and games in Australia focused on increasing innovation and maintaining consumer engagement. While the lifting of pandemic policies and high inflation affected consumers’ buying behaviour, in traditional toy and games, major manufacturers leveraged the power of intellectual property (IP) and immersive shopping experiences to maintain a competitive edge.
The popularity of e-commerce in toys and games is evident, and it remained a significant distribution channel in 2022, despite the lifting of the pandemic policy. Nevertheless, offline continued to be the primary channel for sales of traditional toys and games in 2022.
The pandemic accelerated the growth of toys and games 2020, and current value sales are expected to continue to grow in the forecast period. For traditional toys and games, nostalgia and the love of IPs will be the main drivers of growth, but in the forecast period social media will also spark a new trend.
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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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