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Traditional Toys and Games in South Africa

Publisher Euromonitor International
Published Jul 07, 2025
Length 25 Pages
SKU # EP20199856

Description

Traditional toys and games in South Africa experienced value growth in 2024, driven by the popularity of scientific/educational toys and construction sets. The trends towards sustainability and inclusivity influenced product launches, while the rise of e-commerce and the emergence of kidults were also important, pushing companies to enhance their online presence and target older consumers. Rising concentration was seen, with the top five companies holding a significant and increasing share.

Euromonitor International's Traditional 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: Action Figures and Accessories, Arts and Crafts, Baby and Infant, Construction, Dolls and Accessories, Dress-Up and Role Play, Games and Puzzles, Model Vehicles, Other Traditional Toys and Games, Outdoor and Sports, Plush, Pre-School, Remote Control Toys, Ride-On Vehicles, Scientific/Educational.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report??
* Get a detailed picture of the Traditional 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.

Table of Contents

25 Pages
Traditional Toys and Games in South Africa
Euromonitor International
July 2025
List Of Contents And Tables
TRADITIONAL TOYS AND GAMES IN SOUTH AFRICA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Sustainable, inclusive, and kidult-focused traditional toys and games are popular
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
Scientific/educational toys experiences dynamic growth in popularity
Formula 1 licensing deal to produce Hot Wheels toys
CHART 2 F1 And Hot Wheels Teams Up to Target Kidults with F1 Range Collectibles
A move towards sustainable and inclusive traditional toys and games
CHART 3 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 4 Toys”R”Us Expands and Improves Its Online Shopping Platform
Amazon's entry intensifies e-commerce competition and drives online focus
CHART 5 Analyst Insight
COUNTRY REPORTS DISCLAIMER
CHART 6 Key Trends 2024
CHART 7 MTN Cloud Play Allows Streaming Consol Quality Games on Mobiles
CHART 8 Lego Partners with Red Bull F1 Racing Team to Collaborate on LEGO Technic Model
CHART 9 Analyst Insight
CHART 10 Real GDP Growth and Inflation 2019-2029
CHART 11 PEST Analysis in South Africa 2024
CHART 12 Key Insights on Consumers in South Africa 2024
CHART 13 Consumer Landscape in South Africa 2024
TOYS AND GAMES IN SOUTH AFRICA
EXECUTIVE SUMMARY
Video games drives dynamic growth as mobile and cloud gaming gain popularity
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Video games drives growth, although traditional toys and games also performs well
MTN Cloudplay launch expands cloud gaming accessibility on mobile devices
Talent10 Holdings invests due to growth in mobile games
Mattel and Lego leverage Formula 1 licensing to target adult fans
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
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
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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