In South Africa, toys and games saw dynamism in 2024. This was driven mainly by video games, due to improved internet access, and the popularity of mobile games and cloud gaming. The kidult trend and licensing influenced sales in traditional toys and games. E-commerce was the primary sales channel, and the entry of Amazon prompted offline retailers to adopt omnichannel strategies. High concentration was seen in the competitive landscape.
Euromonitor International's Toys and Games in South Africa 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.
- Toys and Games in South Africa
- Euromonitor International
- July 2025
- List Of Contents And Tables
- TOYS AND GAMES IN SOUTH AFRICA
- EXECUTIVE SUMMARY
- Video games drives dynamic growth as mobile and cloud gaming gain popularity
- KEY DATA FINDINGS
- CHART 1 Key Trends 2024
- INDUSTRY PERFORMANCE
- Video games drives growth, although traditional toys and games also performs well
- MTN Cloudplay launch expands cloud gaming accessibility on mobile devices
- CHART 2 MTN Cloud Play Allows Streaming Consol Quality Games on Mobiles
- Talent10 Holdings invests due to growth in mobile games
- Mattel and Lego leverage Formula 1 licensing to target adult fans
- CHART 3 Lego Partners with Red Bull F1 Racing Team to Collaborate on LEGO Technic Model
- WHAT’S NEXT?
- Video games will remain the leading category in toys and games
- Growth for mobile games, cloud gaming, and subscription services
- Popularity of e-sports set to continue to rise
- New launches set to drive growth across categories
- Licensing and films will contribute to growth in toys and games, and drive the kidult trend
- Gradual shift towards more sustainable traditional toys and games
- COMPETITIVE LANDSCAPE
- Companies in video games lead a consolidated competitive landscape
- CHART 4 Analyst Insight
- The tough economic climate drives growth for mobile games and private label
- Lego, Sony, and Nintendo announce new products and partnerships
- CHANNELS
- Growth for retail e-commerce prompts offline retailers to adopt omnichannel strategies
- Toys”R”Us and Zuru enhance the shopping experience
- Amazon's arrival intensifies the competition in retail e-commerce
- ECONOMIC CONTEXT
- CHART 5 Real GDP Growth and Inflation 2019-2029
- CHART 6 PEST Analysis in South Africa 2024
- CONSUMER CONTEXT
- CHART 7 Key Insights on Consumers in South Africa 2024
- CHART 8 Consumer Landscape in South Africa 2024
- COUNTRY REPORTS DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- TRADITIONAL TOYS AND GAMES IN SOUTH AFRICA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Sustainable, inclusive, and kidult-focused traditional toys and games are popular
- CHART 9 Key Trends 2024
- INDUSTRY PERFORMANCE
- Scientific/educational toys experiences dynamic growth in popularity
- Formula 1 licensing deal to produce Hot Wheels toys
- CHART 10 F1 And Hot Wheels Teams Up to Target Kidults with F1 Range Collectibles
- A move towards sustainable and inclusive traditional toys and games
- CHART 11 Fisher-Price Focused on Production With Eco-Friendly Materials
- WHAT’S NEXT?
- Construction is anticipated to remain the largest category within toys and games
- Personalisation and technological integration will be important to remain competitive
- Continued focus on sustainability anticipated
- Educational value will remain important to maintain a competitive edge
- E-commerce growth will drive the need for an enhanced online retail infrastructure
- COMPETITIVE LANDSCAPE
- Mattel maintains its lead, with Hot Wheels performing well
- Mattel and Hasbro leverage licences to expand their reach
- Shoprite and Toys” R”Us invest in private label toy lines
- Formula 1 partners with Mattel and LEGO Group for branded merchandise
- CHANNELS
- Traditional toys and games stores continues to lead, with Lego providing an immersive experience
- Zuru invests to improve the shopper experience
- Toys”R”Us improves its online platform and its store-based experience
- CHART 12 Toys”R”Us Expands and Improves Its Online Shopping Platform
- Amazon's entry intensifies e-commerce competition and drives online focus
- CHART 13 Analyst Insight
- COUNTRY REPORTS DISCLAIMER
- VIDEO GAMES IN SOUTH AFRICA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Video games software drives growth; Amazon’s entry increases the competition
- CHART 14 Key Trends 2024
- INDUSTRY PERFORMANCE
- Mobile games and online games and subscriptions drive growth in video games software
- MTN's Cloudplay launch intensifies the competition in cloud gaming
- CHART 15 Analyst Insight
- Subscription services expand access to gaming amidst high demand
- CHART 16 Nvidia GeForce Now, Introduced by Rain, Constantly Sells-Out Owing to High Demand
- Talent10 Holdings invests in mobile games due to rising demand
- CHART 17 Talent10 Develops PC & Mobile Game Inspired by Its Film, Boys Kills World
- WHAT’S NEXT?
- Video games software set to see strong growth, and remain the largest category in 2029
- Mobile games expected to thrive due to affordability and games to address a broader demographic
- Cloud gaming, subscriptions, and AI personalisation set to drive growth for video games software
- Growth of e-sports set to continue, with the support of key organisations
- South African games studios set to gain greater international recognition
- COMPETITIVE LANDSCAPE
- Microsoft leads a concentrated competitive environment
- Tencent rises up the ranking due to growth for mobile games
- PlayStation Pro has a positive reception, while Nexus Hub lists Nintendo Switch 2 for pre-order
- CHANNELS
- Retail e-commerce outpaces offline retail in video games
- Amazon's launch intensifies the competition in retail e-commerce
- Offline retail remains important, particularly for hardware purchases
- COUNTRY REPORTS DISCLAIMER
Research Assistance
Learn how to effectively navigate the market research process to help guide your organization on the journey to success.
Download eBook