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Prior to the onset of COVID-19 in 2020, toys and games was experiencing overall growth, supported in 2019 by video games. Traditional toys and games was seeing a slight value decline as the gap with Toys r Us was being closed by both physical and online retailers after manufacturers focused on innovative products to support growth following a challenging 2018.
Full lockdown commenced on 25 March in Australia, while from 23 March, pubs, clubs, cafés and restaurants closed, other than for takeaway. Gyms, cinemas and entertainment venues also closed.
Innovation was strong for toys and games in 2019. In traditional toys and games manufacturers were looking to deliver a new experience for children by introducing creative and reusable compounds categories such as arts and crafts and educational toys in order for children to tap into their creative side.
LEGO Australia was able to maintain its lead in traditional toys and games for a second consecutive year in 2019. Hands-on creative play was big, with construction and brick toys being in the spotlight.
Although traditional toys and games has been experiencing a slight decline in value growth due to video games cannibalising volume sales, value growth is expected to turn positive in 2021 and to continue increasing steadily, if slightly, to reach a stronger CAGR by 2024 than the CAGR it posted over the review period. STEM toys, which have seen higher use during at-home schooling and during home seclusion overall, are among the traditional toys that are expected to remain very popular.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Toys and Games industry in Australia with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Toys and Games industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Toys and Games market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.