Sales in every subcategory within traditional toys and games grew in 2020. This can be attributed to temporary and ongoing school closures, the closure of cinemas and other entertainment venues and persistent discouragement of large group activities, including contact sports, which resulted in children spending much more time at home.
With its Lego brand, LEGO Australia maintained its lead in traditional toys and games in 2020, albeit with a very slight reduction in retail share. There was a high demand for classic toys, particularly those associated with construction and bricks, and this trend benefited Lego.
Despite the positive performance of traditional games and puzzles overall, the category faced significant supply chain delays in 2020 due to factory closures in Asia. This had an immediate impact on licensing.
After a strong performance in 2020, traditional toys and games will see slower current value growth across the forecast period. However, overall performance will still exceed that seen during the review period.
Although demand for video games benefited more from lockdown in Australia than traditional toys and games in current value terms, almost all subcategories will see growth over the forecast period. Action figures and accessories, outdoor and sports and scientific/educational are set to perform particularly well.
The popularity of licensed products will continue to increase, and manufacturers will respond by developing their online presence and establishing partnerships in e-commerce. This will enable players to maintain more robust distribution networks among retail channels.
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This report originates from Passport, our Traditional Toys and Games research and analysis database.
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