Executive Summary

Jun 2019
PROSPECTS
The liquidation of Toys ‘R’ Us contributes to decline in 2018

In 2018, Toys ‘R’ Us announced its exit from the Australian market, after its US counterpart announced it was going into liquidation a few months earlier. Although the traditional toys and games stores distribution channel had already been struggling to keep up with other channels, such as mass merchandisers and internet retailing, the exit of Toys ‘R’ Us had a strong effect on the performance of many manufacturers.

Scientific/educational toys and games are popular amongst parents

Despite the poor performance of traditional toys and games in 2018, some categories were not too strongly affected. For example, scientific/educational toys continued to be positively influenced by Australian parents’ push towards toys and games that teach their children skills or knowledge in the areas of STEM (Science, Technology, Engineering and Mathematics).

New film releases will assist in the recovery of some categories

In 2018, licensing continued to be an important aspect of brand manufacturers’ strategies. New film releases in 2019 are expected to have a positive influence on the performance of categories such as dolls and accessories, action figures and accessories and games and puzzles.

COMPETITIVE LANDSCAPE
LEGO Australia continues to lead traditional toys and games

LEGO Australia continued to lead traditional toys and games in value terms in 2018, and even saw a slight increase in its share with its popular Lego construction brand. Second-placed Hasbro Australia was the only other player in traditional toys and games to hold a double-digit value share in 2018, and also saw share growth thanks to its wide range of brands across many different categories, many of which are licensed.

ToyMate and ToyWorld to become stronger in toys and games

Traditional toys and games stores struggled to attract a significant number of new customers over recent years. The exit of Toys ‘R’ Us from toys and games in Australia also led to the lower presence of this channel in the market.

Licensing activity becomes crucial for manufacturers

Licensing continues to be an important point of differentiation for manufacturers of toys and games in Australia. This is expected to continue; particularly as new film releases have been announced for the coming years.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Traditional 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 Traditional Toys and Games industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Traditional Toys and Games in Australia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values and company shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Traditional Toys and Games in Australia?
  • What are the major companies Australia?
  • How was toys and games affected by the global recession?
  • Which product categories performed best in the last year?
  • What are the new any safety regulations affecting the industry?

Why buy this report?

  • 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

This industry report originates from Passport, our Toys and Games market research database.

Traditional Toys and Games in Australia - Category analysis

HEADLINES

PROSPECTS

The liquidation of Toys ‘R’ Us contributes to decline in 2018
Scientific/educational toys and games are popular amongst parents
New film releases will assist in the recovery of some categories

COMPETITIVE LANDSCAPE

LEGO Australia continues to lead traditional toys and games
ToyMate and ToyWorld to become stronger in toys and games
Licensing activity becomes crucial for manufacturers

CATEGORY DATA

Table 1 Sales of Traditional Toys and Games by Category: Value 2013-2018
Table 2 Sales of Traditional Toys and Games by Category: % Value Growth 2013-2018
Table 3 Sales of Traditional Toys and Games by Demographic: % Value 2013-2018
Table 4 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2013-2018
Table 5 Sales of Traditional Toys and Games by Electronic vs Non-Electronic: % Value 2013-2018
Table 6 NBO Company Shares of Traditional Toys and Games: % Value 2014-2018
Table 7 LBN Brand Shares of Traditional Toys and Games: % Value 2015-2018
Table 8 Distribution of Traditional Toys and Games by Format: % Value 2013-2018
Table 9 Forecast Sales of Traditional Toys and Games by Category: Value 2018-2023
Table 10 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2018-2023
Table 11 Forecast Sales of Traditional Toys and Games by Demographic: % Value 2018-2023
Table 12 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2018-2023

Toys and Games in Australia - Industry Overview

EXECUTIVE SUMMARY

Growth in toys and games despite decline in traditional toys and games
Toys ‘R’ Us leaves the Australian market
Manufacturers focus on omnichannel strategies
Mass merchandisers and department stores are set to increase
Growth in toys and games is set to be driven by video games

MARKET DATA

Table 13 Sales of Toys and Games by Category: Value 2013-2018
Table 14 Sales of Toys and Games by Category: % Value Growth 2013-2018
Table 15 NBO Company Shares of Toys and Games: % Value 2014-2018
Table 16 LBN Brand Shares of Toys and Games: % Value 2015-2018
Table 17 Distribution of Toys and Games by Format: % Value 2013-2018
Table 18 Forecast Sales of Toys and Games by Category: Value 2018-2023
Table 19 Forecast Sales of Toys and Games by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources