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Toys and Games in Australia
June 2022
Toys and games in 2021: The big picture
2020 proved to be an unexpected bumper year for the sale of toys and games. Demand from families for entertainment during COVID-19 lockdowns drove sales.
2021 key trends
Toys and games was significantly impacted by extended lockdowns in some states in Australia in 2021, such as Victoria. Similar to 2020, consumer demand for in-home entertainment continued to drive growth.
Competitive landscape
Global supply chain disruptions and ongoing pandemic restrictions have had a significant impact on the toy and games industry. Companies that had a strong e-commerce capability and IP equity gained share in 2021.
Retailing developments
The sales of physical stores were significantly disrupted during the prolonged lockdowns, as all non-essential physical stores were forced to close, while consumer demand for in-home entertainment was still high. The traffic therefore shifted to online channels, and e-commerce continued to boom in 2021.
What next for toys and games?
Toys and games is expected to continue to see current value growth in the coming years, thanks to companies’ continued investment in content libraries and the expansion of business ecosystems. With more big names in traditional toys and games transiting to the entertainment business, they aim to make their franchises available to consumers across multiple segments, from films and TV series to streaming services and video gaming.
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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
EXECUTIVE SUMMARY
Toys and games in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for toys and games?
MARKET DATA
Table 1 Sales of Toys and Games by Category: Value 2016-2021Table 2 Sales of Toys and Games by Category: % Value Growth 2016-2021Table 3 NBO Company Shares of Toys and Games: % Value 2017-2021Table 4 LBN Brand Shares of Toys and Games: % Value 2018-2021Table 5 Distribution of Toys and Games by Format: % Value 2016-2021Table 6 Forecast Sales of Toys and Games by Category: Value 2021-2026Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Traditional Toys and Games in Australia
KEY DATA FINDINGS
2021 DEVELOPMENTS
Traditional toys and games disrupted by pandemic lockdowns and supply chain shortages, resulting in sales decline
Licensed products and educational products win, while wellbeing and health have a strong influence on product development
LEGO maintains its lead as kidults continue to fuel demand
PROSPECTS AND OPPORTUNITIES
Sustainability could play a greater role in traditional toys and games moving forward
New entertainment content to fuel demand, with companies delivering new ways for children and adults to experience brands
Digital presence and e-commerce will continue to gain relevance
CATEGORY DATA
Table 8 Sales of Traditional Toys and Games by Category: Value 2016-2021Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2016-2021Table 10 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2016-2021Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2017-2021Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2018-2021Table 13 Distribution of Traditional Toys and Games by Format: % Value 2016-2021Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2021-2026Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2021-2026Table 16 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2021-2026
Video Games in Australia
KEY DATA FINDINGS
2021 DEVELOPMENTS
Video games weathers the storm of supply constraints, showing resilient growth
Sales of digital software soar, with cloud games gaining popularity
Mobile games secures another year of growth, with IP-based games on the rise
PROSPECTS AND OPPORTUNITIES
Mergers and acquisitions come from all corners, expected to sustain growth in video games
Metaverse set to offer new user cases for stand-alone VR/AR products
Subscription model is likely to become mainstream
CATEGORY DATA
Table 17 Sales of Video Games by Category: Value 2016-2021Table 18 Sales of Video Games by Category: % Value Growth 2016-2021Table 19 NBO Company Shares of Video Games: % Value 2017-2021Table 20 LBN Brand Shares of Video Games: % Value 2018-2021Table 21 NBO Company Shares of Video Games Hardware: % Value 2017-2021Table 22 LBN Brand Shares of Video Games Hardware: % Value 2018-2021Table 23 NBO Company Shares of Video Games Software: % Value 2017-2021Table 24 Distribution of Video Games by Format: % Value 2016-2021Table 25 Distribution of Video Games Hardware by Format: % Value 2016-2021Table 26 Distribution of Video Games Software by Format: % Value 2016-2021Table 27 Distribution of Video Games Software (Physical) by Format: % Value 2016-2021Table 28 Distribution of Video Games Software (Digital) by Format: % Value 2016-2021Table 29 Forecast Sales of Video Games by Category: Value 2021-2026Table 30 Forecast Sales of Video Games by Category: % Value Growth 2021-2026
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
AR/VR Headsets
Computer Games (Physical)
Console Games (Physical)
Computer Games (Digital)
Console Games (Digital)
Online Games
Mobile Games
Console Games (Physical)
Console Games (Digital)
Computer Games (Physical)
Computer Games (Digital)
Online Games
Mobile Games
Computer Games (Game Sales)
Console Games (Game Sales)
Online Games (Game Sales)
Mobile Games (Game Sales)
Computer Games (In-Game Purchases)
Console Games (In-Game Purchases)
Online Games (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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