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Toys and Games in Australia

Publisher Euromonitor International
Published Aug 13, 2026
Length 60 Pages
SKU # EP21516418

Description

Toys and games in Australia demonstrated strong value growth in 2025, with sales reaching AUD8,023 million, which marks an 8% current value year-on-year increase, outpacing the country's GDP growth and reflecting resilient consumer interest despite demographic shifts such as a declining birth rate. The landscape is characterised by rapid digitalisation and the rising influence of adult collectors, which have enabled sustained value expansion even as demand among children moderates. The market is...

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 2021-2025, 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 2030 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.

Table of Contents

60 Pages
Toys and Games in Australia
Euromonitor International
August 2026
List Of Contents And Tables
TOYS AND GAMES IN AUSTRALIA
Executive Summary
2025 Developments
Key Data Insights
Key Industry Trends
CHART 1 Key Industry Trends for Toys and Games
Industry Performance
Adult Collectors Fuel Premiumisation and Offset Child Softness
Lego Leads Premium Construction Surge as Video Games Dominate Value
CHART 2 Kidult Demand Drives Lego's Nostalgia-Fuelled Game Boy Build
Retailers Shift to Omnichannel Loyalty and Gifting to Drive Engagement
CHART 3 Eb World Plus Keeps Eb Games Relevant as Online Marketplaces Capture Discovery
CHART 4 Value Sales 2020-2030
CHART 5 Value Sales by Category 2025
What's Next?
Major Players Anticipated to Leverage Digital, Nostalgia and Gifting to Expand Spend
Subscription Ecosystems, Nostalgia Driven Innovation and Omnichannel Retail Set to Reshape the Future of Toys and Games
CHART 6 Forecast Value Sales 2020-2030
CHART 7 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Adult-Driven Demand Strengthens Top Brands as New Launches Intensify Competition
CHART 8 Analyst Insight for Toys and Games
Electronic Arts Buyout Signals Strategic Shift and Growth Prospects
CHART 9 Company Shares 2025
CHART 10 Brand Shares 2025
Channels
Digital Platforms Capture Consumer Spend with Subscriptions and Discovery
E-Commerce and Digital Subscriptions Redefine Product Access and Loyalty
CHART 11 Retail Channels 2020-2025
Products
Sensory Play and Digital Integration Drive Product Innovation
Connetix and Nintendo Highlight Recent Product Innovation
CHART 12 Connetix's Light Star Pack Captures the Pivot to Flexible, Cross-Age Play
Business Impact Concentrates Share and Recurring Revenue
Economic Context
CHART 13 Economic Context for Toys and Games
CHART 14 Real Gdp Growth 2020-2030
CHART 15 Inflation 2020-2030
Consumer Context
CHART 16 Consumer Context for Toys and Games
CHART 17 Population 2020-2030
CHART 18 Consumer Expenditure 2020-2030
CHART 19 Population by Generation 2025
Country Reports Disclaimer
TRADITIONAL TOYS AND GAMES IN AUSTRALIA
Key Data Insights
2025 Developments
Traditional Toys and Games Summary
Key Industry Trends
CHART 20 Key Industry Trends for Traditional Toys and Games
Industry Performance
Lego and Pokemon Harness Digital Buzz to Unlock Higher-Value Sales
CHART 21 Lego’S Retro Radio: Reimagining 1970S Classics for Australia’S Premium Collector Segment
Social-Commerce Drops and Nostalgia Transform Consumer Engagement
CHART 22 Social-Commerce Drops of Pokemon Mega Evolution Cards Drive Impulsive Value in Australia
Connetix and Mindful Play Reshape Value through Sensory Innovation
CHART 23 Value Sales 2020-2030
CHART 24 Value Sales by Category 2025
What's Next?
Adult Collectors Anticipated to Drive Premium Toy Sales and Reshape Demand
Retailers Expected to Transform Stores into Experience Centres to Convert Social Buzz into Sales
Eco-Rating Transparency and Mindful Play Set to Reshape Parental Purchasing
CHART 25 Forecast Value Sales 2020-2030
CHART 26 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Lego Australia Ltd Leverages Premiumisation and Franchise Launches to Expand Share
Lego and Pokémon Reshape Demand with Collector and Tech-Driven Launches
CHART 27 Analyst Insight for Traditional Toys and Games
CHART 28 Company Shares 2025
CHART 29 Brand Shares 2025
Channels
Amazon Australia Accelerates Digital Discovery as Physical Stores Retain Experiential Edge
Pop Mart and Jb Hi-Fi Drive Experiential and Collectible Innovation
Tiktok Shop and Amazon Australia Reshape Online Impulse Buying and Discovery
CHART 30 Retail Channels 2020-2025
Products
Drop Mechanics and Direct-To-Discovery Channels Redefine Product Launches
Nostalgia-Led Format Innovation Extends Brand Lifecycles
Sensory and Mindful Design Opens New Retail Channels
CHART 31 Connetix Light Star Pack Promotes Sensory-Led, Mindful Construction
Economic Context
CHART 32 Economic Context for Traditional Toys and Games
CHART 33 Real Gdp Growth 2020-2030
CHART 34 Inflation 2020-2030
Consumer Context
CHART 35 Consumer Context for Traditional Toys and Games
CHART 36 Population 2020-2030
CHART 37 Population by Generation 2025
Country Reports Disclaimer
VIDEO GAMES IN AUSTRALIA
Key Data Insights
2025 Developments
Video Games Summary
Key Industry Trends
CHART 38 Key Industry Trends for Video Games
Industry Performance
Xbox, Nintendo and Sony Deepen Ecosystem Lock-In as Consumers Trade Down
CHART 39 Nintendo's Switch 2 Arrives in Australia and Anchors the Hybrid-Play Shift
Nintendo Switch 2 and Flexible Play Formats Reshape Spending Patterns
CHART 40 Zing Hybrid Stores Show How Eb Games Adapts to a Digital-First Market
CHART 41 Value Sales 2020-2030
CHART 42 Value Sales by Category 2025
What's Next?
Subscription Bundling and Cross-Platform Play Anticipated to Drive Value-Led Growth
Microsoft and Sony Expected to Strengthen Player Retention through Exclusive Content and Compliance
Cost-Conscious Households Expected to Accelerate Shift to Digital and Trade-In Models
CHART 43 Analyst Insight for Video Games
CHART 44 Forecast Value Sales 2020-2030
CHART 45 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Activision Blizzard Australia Ltd Defends Leadership as Digital and Mobile Players Surge
CHART 46 Company Shares 2025
CHART 47 Brand Shares 2025
Channels
Platform Storefronts and Digital Bundles Reshape Buying Patterns
Digital Storefronts Drive Shift From Ownership to Access
CHART 48 Retail Channels 2020-2025
Products
Software Slate and Curated Bundles Anchor Product Innovation
Recent Launches Demonstrate Subscription-First Product Strategy
CHART 49 Xbox Game Pass and Switch 2 Push Cost-Sensitive Australians Towards Bundles, Catalogue Access and Trade-Ins
Ea Buyout Reshapes Competitive Dynamics and Recurring Revenue
Economic Context
CHART 50 Economic Context for Video Games
CHART 51 Real Gdp Growth 2020-2030
CHART 52 Inflation 2020-2030
Consumer Context
CHART 53 Consumer Context for Video Games
CHART 54 Population 2020-2030
CHART 55 Consumer Expenditure 2020-2030
CHART 56 Population by Generation 2025
Country Reports Disclaimer

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