Toys and Games in Australia
Description
In 2024, toys and games in Australia experienced solid growth, driven by video games and the kidult phenomenon. The desire for nostalgia and leisure among adults boosted sales of collectibles and construction. Legislative measures and social media restrictions could further influence sales, with businesses adjusting their marketing strategies. While physical stores remain key, e-commerce is growing, especially for video games.
Euromonitor International's Toys and Games in Australia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.
Product coverage: Traditional Toys and Games, Video Games.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Toys and Games market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
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Table of Contents
32 Pages
- Toys and Games in Australia
- Euromonitor International
- June 2025
- List Of Contents And Tables
- TOYS AND GAMES IN AUSTRALIA
- EXECUTIVE SUMMARY
- Kidults and video games drive overall growth in 2024
- KEY DATA FINDINGS
- CHART 1 Key Trends 2024
- INDUSTRY PERFORMANCE
- Video games drives sales and growth overall
- McDonald’s leverages nostalgia with Pokémon Happy Meals to target kidults
- CHART 2 McDonald’s Partners with Pokémon
- Funko leverages blind boxes to drive collectability and repeat purchases
- CHART 3 Funko Introduces Bitty Pop! 4-pack Collection
- WHAT’S NEXT?
- Video games anticipated to continue driving growth of toys and games
- CHART 4 Analyst Insight
- Affordability and social media to drive growth of traditional toys and games
- Online sales will continue to dominate but potential social media ban might reduce marketing access to younger consumers
- COMPETITIVE LANDSCAPE
- Microsoft and Electronic Arts lead overall, driven by growth in digital games
- Pop Mart expands, driven by Labubu popularity and repeat custom
- Kadokawa and Sony alliance to enhance games’ global footprint
- Pokémon taps nostalgia trend with new mobile application
- Nintendo and Sea Life partnership leverages brand strengths to enhance engagement
- CHART 5 Nintendo Announces Partnership with Sea Life Sydney Aquarium
- CHANNELS
- Kmart broadens toy offerings while e-commerce growth is gradual
- EB Games uses subscriptions to retain customers amid retail challenges
- ECONOMIC CONTEXT
- CHART 6 Real GDP Growth and Inflation 2019-2029
- CHART 7 PEST Analysis in Australia 2024
- CONSUMER CONTEXT
- CHART 8 Key Insights on Consumers in Australia 2024
- CHART 9 Consumer Landscape in Australia 2024
- COUNTRY REPORTS DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- TRADITIONAL TOYS AND GAMES IN AUSTRALIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Kidults, collectibles and construction major drivers of traditional toys and games
- CHART 10 Key Trends 2024
- INDUSTRY PERFORMANCE
- Lego and Hot Wheels help drive sales of traditional toys and games
- CHART 11 Analyst Insight
- Pokémon and McDonald’s partnership appeals to kidults
- Funko leverages blind box trend with Bitty Pop! figurine collections
- CHART 12 Funko introduces Bitty Pop! collections featuring miniatures of popular figurines
- Minecraft promotion by Woolworths boosts brand visibility and drives sales
- CHART 13 Minecraft Cubeez Launches in Partnership with Woolworths
- WHAT’S NEXT?
- Construction toys to lead growth while plush will perform the strongest
- Tech toys and AI to increasingly shape future demand
- Government ban may drive children towards traditional toys
- COMPETITIVE LANDSCAPE
- LEGO Group leads amid greater concentration; Barbie film boost fades
- Pop Mart's in-house IP and celebrity endorsement drive popularity with younger demographic
- CHANNELS
- Retail offline remains dominant as Australians appreciate being able to physical see toys first
- Lego continues to expand distribution and adopts various marketing strategies for visibility
- COUNTRY REPORTS DISCLAIMER
- VIDEO GAMES IN AUSTRALIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Strong performance driven by increasing interest in digital content
- CHART 14 Key Trends 2024
- INDUSTRY PERFORMANCE
- Video games software growth is driven by digital social interaction
- CHART 15 Analyst Insight
- Black Shark AI and Microsoft create realistic immersion for flight simulator
- CHART 16 Microsoft Flight Simulator Incorporates Latest in Generative AI
- Roblox and PUBG partnerships boost engagement through exclusive content
- CHART 17 Roblox Collaborates with Singer Charli XCX
- Sega explores subscription gaming service, intensifying competition and increasing player loyalty
- WHAT’S NEXT?
- Video games software set to continue driving category sales
- AI and the metaverse to increasingly influence future development
- Further penetration of mobile games driven by accessibility and low entry costs
- COMPETITIVE LANDSCAPE
- Microsoft’s leadership is supported by its strength in video games software
- Hazelight finds success with story-driven cooperative adventures
- Kadokawa and Sony collaborate to expand gaming presence
- CHANNELS
- Retail e-commerce retains dominant distribution for video games
- Woolworths and Big W Minecraft promotion looks to leverage film launch
- COUNTRY REPORTS DISCLAIMER
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