2025 Developments
Toys and games in South Africa delivered robust growth in 2025, growing by 8% to reach ZAR19,589 million. This strong performance is underpinned by a rapid transition to digital, particularly in video games, where the widespread adoption of recurring revenue models such as subscriptions, cloud access, and in-game purchases has redefined consumer engagement and market value. Traditional toys and games remain resilient, with premiumisation driven by adult collectors supporting higher price points despite constrained household budgets and inflationary pressure. The increasingly transactional approach to purchasing, initiated online and finalised where value and convenience converge, reflects a retail environment where omnichannel integration and price transparency are critical. For brands and retailers, success depends on aligning with value-seeking behaviours through affordable digital access, leveraging licensing and nostalgia, and executing seamless integration between digital and physical experiences.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in South Africa 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 South Africa, 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 South Africa 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 South Africa?
- Which are the leading brands in Toys and Games in South Africa?
- How are products distributed in Toys and Games in South Africa?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in South Africa?
- 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 South Africa
2025 Developments
Key Data Insights
Companies Reshape Spending through Digital Access and Value
Digital-First Video Games Drive Recurring Revenue and Lead Growth
Price Transparency Online Shifts Purchasing to Value and Convenience
Cloud Services and Mobile Games Reshape Digital Spending and Access
Licensed Collectibles and Omnichannel Retail Drive Premiumisation and Loyalty
Games Publishers Extend Lead as Retail Consolidates Value and Access
Digital-First Games and Omnichannel Retail Set New Purchase Expectations
Cross-Media Ip Integration and Dual-Track Product Architecture Emerge as the Primary Innovation Drivers
Super Dragon Punch Force 3 and Lego Formula 1 Illustrate How Product Architecture Is Being Reimagined
Digital Ecosystem Lock-In and Retail Channel Restructuring Concentrate Value among Platform Operators and Ip-Rich Brands
Traditional Toys and Games in South Africa
Key Data Insights
Traditional Toys and Games Summary
Value Growth Outpaces Economic Fundamentals as Premium and Value Segments Diverge
Lego Holds the Lead as Construction Toys Attract New Audiences
Retailers Embrace Affordability and Social Media to Boost Sales
Kidults and Collectors Drive Growth, Prompting to Expand Relevant Ranges
Companies Adapt Pricing and Online Strategies for Value-Conscious Shoppers
Top Players Expand Their Lead through Innovation and Licensing
Traditional Toys and Games Stores Maintain Lead
Takealot and Amazon Accelerate Online Sales through Promotions and Selection
Dual-Track Product Development and Viral Cycle Compression Redefine the Innovation Brief
Mattel's Brand Partnerships and Toys R Us's Private Label Development Show Breadth of Innovation
Market Bifurcation and Retail Channel Realignment Concentrate Commercial Returns among Multi-Segment Operators
Video Games in South Africa
Key Data Insights
Video Games Summary
Cloud Services and Flexible Payments Broaden Access to Gaming
Companies Drive Digital Shift as Boxed Media Recedes
Digital-First Consumption and Mobile Affordability Drive Software Growth
Digital Adoption Accelerates as Subscriptions Outpace Boxed Sales
Top Players Reinforce Lead as Nintendo Switch 2 Boosts Digital-First Adoption
Amazon and Takealot Capture Spend as Digital Overtakes Physical Retail
Cross-Media Ip Integration and Local Payment Architecture Emerge as the Primary Innovation Drivers
Super Dragon Punch Force 3 and Nintendo Switch 2 Illustrate How Product Architecture Is Being Reimagined
Digital Ecosystem Lock-In and Retail Channel Restructuring Concentrate Value among Platform Operators with Direct Consumer Relationships
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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