2025 Developments
Toys and games in Australia demonstrated strong value growth in 2025, with sales reaching AUD8,023 million, which marks an 8% current value year-on-year increase, outpacing the country's GDP growth and reflecting resilient consumer interest despite demographic shifts such as a declining birth rate. The landscape is characterised by rapid digitalisation and the rising influence of adult collectors, which have enabled sustained value expansion even as demand among children moderates. The market is highly attractive, supported by a robust current value CAGR of 8% projected through 2030, underpinned by digital engagement, gifting, and nostalgia-driven purchases, and reinforced by an e-commerce share of 74% that continues to erode the role of physical retail. Brands aiming to succeed should prioritise digital ecosystems, expand premium and licensed ranges for adults, leverage omnichannel loyalty programmes, and innovate with both digital and cross-age product launches to capture gifting and collector demand. Concentration among global leaders, high-profile launches, and the importance of exclusive and seasonal offerings further shape an environment where agility in digital, loyalty, and product strategies will be decisive for future growth.
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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
2025 Developments
Key Data Insights
Adult Collectors Fuel Premiumisation and Offset Child Softness
Lego Leads Premium Construction Surge as Video Games Dominate Value
Retailers Shift to Omnichannel Loyalty and Gifting to Drive Engagement
Major Players Anticipated to Leverage Digital, Nostalgia and Gifting to Expand Spend
Subscription Ecosystems, Nostalgia Driven Innovation and Omnichannel Retail Set to Reshape the Future of Toys and Games
Adult-Driven Demand Strengthens Top Brands as New Launches Intensify Competition
Electronic Arts Buyout Signals Strategic Shift and Growth Prospects
Digital Platforms Capture Consumer Spend with Subscriptions and Discovery
E-Commerce and Digital Subscriptions Redefine Product Access and Loyalty
Sensory Play and Digital Integration Drive Product Innovation
Connetix and Nintendo Highlight Recent Product Innovation
Business Impact Concentrates Share and Recurring Revenue
Traditional Toys and Games in Australia
Key Data Insights
Traditional Toys and Games Summary
Lego and Pokemon Harness Digital Buzz to Unlock Higher-Value Sales
Social-Commerce Drops and Nostalgia Transform Consumer Engagement
Connetix and Mindful Play Reshape Value through Sensory Innovation
Adult Collectors Anticipated to Drive Premium Toy Sales and Reshape Demand
Retailers Expected to Transform Stores into Experience Centres to Convert Social Buzz into Sales
Eco-Rating Transparency and Mindful Play Set to Reshape Parental Purchasing
Lego Australia Ltd Leverages Premiumisation and Franchise Launches to Expand Share
Lego and Pokémon Reshape Demand with Collector and Tech-Driven Launches
Amazon Australia Accelerates Digital Discovery as Physical Stores Retain Experiential Edge
Pop Mart and Jb Hi-Fi Drive Experiential and Collectible Innovation
Tiktok Shop and Amazon Australia Reshape Online Impulse Buying and Discovery
Drop Mechanics and Direct-To-Discovery Channels Redefine Product Launches
Nostalgia-Led Format Innovation Extends Brand Lifecycles
Sensory and Mindful Design Opens New Retail Channels
Video Games in Australia
Key Data Insights
Video Games Summary
Xbox, Nintendo and Sony Deepen Ecosystem Lock-In as Consumers Trade Down
Nintendo Switch 2 and Flexible Play Formats Reshape Spending Patterns
Subscription Bundling and Cross-Platform Play Anticipated to Drive Value-Led Growth
Microsoft and Sony Expected to Strengthen Player Retention through Exclusive Content and Compliance
Cost-Conscious Households Expected to Accelerate Shift to Digital and Trade-In Models
Activision Blizzard Australia Ltd Defends Leadership as Digital and Mobile Players Surge
Platform Storefronts and Digital Bundles Reshape Buying Patterns
Digital Storefronts Drive Shift From Ownership to Access
Software Slate and Curated Bundles Anchor Product Innovation
Recent Launches Demonstrate Subscription-First Product Strategy
Ea Buyout Reshapes Competitive Dynamics and Recurring Revenue
Country Reports Disclaimer
The following categories and subcategories are included:
Toys and Games
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- 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
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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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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