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Traditional Toys and Games in South Africa

Publisher Euromonitor International
Published Aug 13, 2026
Length 41 Pages
SKU # EP21516384

Description

Traditional toys and games in South Africa achieved robust value growth in 2025, with retail sales increasing by 6% to ZAR5,455 million, notably outpacing the country's real GDP growth and demonstrating resilience. This performance highlights the attractiveness of the area, underpinned by a rising population and a multi-speed consumer base that is increasingly split between value-driven choices and demand for premium, collectible products. Construction products captured the largest share, suppor...

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 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: 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

41 Pages
Traditional Toys and Games in South Africa
Euromonitor International
August 2026
List Of Contents And Tables
TRADITIONAL TOYS AND GAMES IN SOUTH AFRICA
Key Data Insights
2025 Developments
Traditional Toys and Games Summary
Key Industry Trends
CHART 1 Key Industry Trends for Traditional Toys and Games
Industry Performance
Value Growth Outpaces Economic Fundamentals as Premium and Value Segments Diverge
CHART 2 Mattel Brick Shop
Lego Holds the Lead as Construction Toys Attract New Audiences
CHART 3 Shoprite Price-Beat Campaign
Retailers Embrace Affordability and Social Media to Boost Sales
CHART 4 Fuggler Plush Toys
CHART 5 Value Sales 2020-2030
CHART 6 Value Sales by Category 2025
What's Next?
Kidults and Collectors Drive Growth, Prompting to Expand Relevant Ranges
CHART 7 Analyst Insight for Traditional Toys and Games
Companies Adapt Pricing and Online Strategies for Value-Conscious Shoppers
CHART 8 Forecast Value Sales 2020-2030
CHART 9 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Top Players Expand Their Lead through Innovation and Licensing
CHART 10 Company Shares 2025
CHART 11 Brand Shares 2025
Channels
Traditional Toys and Games Stores Maintain Lead
Takealot and Amazon Accelerate Online Sales through Promotions and Selection
CHART 12 Retail Channels 2020-2025
Products
Dual-Track Product Development and Viral Cycle Compression Redefine the Innovation Brief
Mattel's Brand Partnerships and Toys R Us's Private Label Development Show Breadth of Innovation
Market Bifurcation and Retail Channel Realignment Concentrate Commercial Returns among Multi-Segment Operators
Economic Context
CHART 13 Economic Context for Traditional Toys and Games
CHART 14 Real Gdp Growth 2020-2030
CHART 15 Inflation 2020-2030
Consumer Context
CHART 16 Consumer Context for Traditional Toys and Games
CHART 17 Population 2020-2030
CHART 18 Consumer Expenditure 2020-2030
CHART 19 Population by Generation 2025
Country Reports Disclaimer
CHART 20 Key Industry Trends for Toys and Games
CHART 21 Toys R Us Buys Toy Zone
CHART 22 Mtn Cloudplay Makes Gaming Affordable
CHART 23 Lego's F1 Range
CHART 24 Value Sales 2020-2030
CHART 25 Value Sales by Category 2025
CHART 26 Forecast Value Sales 2020-2030
CHART 27 Forecast Value Sales by Category 2025-2030
CHART 28 Company Shares 2025
CHART 29 Brand Shares 2025
CHART 30 Retail Channels 2020-2025
CHART 31 Economic Context for Toys and Games
CHART 32 Real Gdp Growth 2020-2030
CHART 33 Inflation 2020-2030
CHART 34 Consumer Context for Toys and Games
CHART 35 Population 2020-2030
CHART 36 Consumer Expenditure 2020-2030
CHART 37 Population by Generation 2025
TOYS AND GAMES IN SOUTH AFRICA
Executive Summary
2025 Developments
Key Data Insights
Key Industry Trends
Industry Performance
Companies Reshape Spending through Digital Access and Value
Digital-First Video Games Drive Recurring Revenue and Lead Growth
Price Transparency Online Shifts Purchasing to Value and Convenience
What's Next?
Cloud Services and Mobile Games Reshape Digital Spending and Access
Licensed Collectibles and Omnichannel Retail Drive Premiumisation and Loyalty
Competitive Landscape
Games Publishers Extend Lead as Retail Consolidates Value and Access
Channels
Digital-First Games and Omnichannel Retail Set New Purchase Expectations
Products
Cross-Media Ip Integration and Dual-Track Product Architecture Emerge as the Primary Innovation Drivers
Super Dragon Punch Force 3 and Lego Formula 1 Illustrate How Product Architecture Is Being Reimagined
Digital Ecosystem Lock-In and Retail Channel Restructuring Concentrate Value among Platform Operators and Ip-Rich Brands
Economic Context
Consumer Context
Country Reports Disclaimer

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