Toys and Games in Australia

COVID-19 impact on toys and games

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.

COVID-19 country impact

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.

Overall growth is stimulated by innovation and new gaming models in 2019

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 and Electronic Arts Australia hold leading positions in 2019

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.

Toy and games to see further value growth over the forecast period, after COVID-19 generates more interest in STEM toys and video games

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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