Australia Toy Market Overview, 2029

Australia is a culturally diverse country with a significant multicultural population. This diversity is reflected in the demand for toys that cater to different ethnic backgrounds, languages, and cultural traditions. Toy manufacturers and retailers often offer products that represent various cultures, languages, and traditions to meet the needs of the diverse Australian population. In Australia, the average incomes of couples with dependent children are also higher than those of couple-only households, as couple-only households have a higher proportion of retirees, while couples with dependent children are more likely to be of working age. As families earn more in Australia, the buying frequency of toys and games for children for their entertainment and learning/education purposes has seen a surge, which is further driving the toys and games market. Major Australian customers buy toys and/or games in an average four-week period. Australia has a rich indigenous heritage, and there is growing recognition and appreciation for indigenous culture within the toy market. There is a demand for toys that educate children about indigenous history, traditional art, storytelling, and indigenous languages. These toys contribute to cultural awareness and provide opportunities for learning and understanding. Currency fluctuations can affect the costs of imported toys, as many toys sold in Australia are imported. Changes in exchange rates can impact the pricing and profitability of toys, potentially leading to price fluctuations for consumers. Ensuring product safety and compliance with regulations is crucial in the toy industry. Stricter safety standards and regulations can pose challenges for manufacturers and importers, requiring them to invest in rigorous testing, certification, and quality control measures. Toys sold in Australia must comply with mandatory safety standards set by the ACCC.

According to the research report "Australia Toy Market Overview, 2029," published by Bonafide Research, the Australia Toy market was valued at more than USD 1.60 Billion in 2023. The top-selling categories in the Australian toy market include action figures, dolls, board games, puzzles, and electronic toys. Outdoor and sports toys, including bicycles and scooters, are also popular, particularly during the summer months. Many traditional toys now come with companion apps that enhance the play experience. These apps can provide additional content, games, or educational material related to the toy. For instance, building block sets may have companion apps that offer step-by-step instructions or virtual building challenges. Australia’s toys and games industry is in a constant state of flux, with manufacturers and retailers striving to find new ways to entertain and educate their audience of demanding children. Some of the most important players in Australia's toys and games market are Amazon Australia, K Mart Group, Woolworths Group Limited, Myer, Toy Mate, David Jones, Mighty Ape, Toy World, eBay, EB Games, JB HiFi, and other prominent retailers. The Australian toy market has a variety of online players, including both dedicated toy retailers and general e-commerce platforms. Kmart Australia, Big W, Toys"R"Us, Target Australia, Amazon Australia, Fishpond, and Catch are major players. In 2007, the world's largest toy store, Toys "R" Us, opened in the Melbourne suburb of Chadstone, covering an area of over 10,000 square metres.

Infant/Toddler/Preschool Toys segment caters to children from birth to around 5 years old. Toys in this category focus on developing basic skills such as hand-eye coordination, problem-solving, and sensory awareness. Examples include puzzles, shape sorters, stacking cups, and rattles. These toys are designed to be safe, durable, and engaging for young children who are just beginning to explore their world. Games and puzzles are popular among children of all ages, as they help develop cognitive skills, critical thinking, and problem-solving abilities. This segment includes a wide range of products, from simple wooden puzzles for toddlers to complex board games and brain teasers for older children and adults. Puzzles, in particular, are a great way to encourage children to focus, be patient, and feel a sense of accomplishment when they complete a challenge. Outdoor and sports toys are designed to encourage physical activity, exploration, and social interaction. This segment includes items such as balls, frisbees, scooters, and playground equipment. These toys help children develop gross motor skills, coordination, and a love for physical play. They also provide an opportunity for children to engage in imaginative play and interact with their peers in a fun and active environment. Dolls have been a staple in the toy market for generations, and they continue to be popular among children, especially girls. Dolls encourage imaginative play, role-playing, and the development of nurturing skills. They come in a variety of sizes, styles, and price points, from simple rag dolls to high-end collectibles. Dolls can also be educational, teaching children about different cultures, professions, and life stages.

The toy market in Australia can be broadly segmented into three age groups: 0-8 years, 9-15 years, and 15 years and above. 0-8 Years, which includes infants, toddlers, and young children, is the largest and most lucrative segment of the Australian toy market. Toys for this age group focus on developing basic skills such as hand-eye coordination, problem-solving, and sensory awareness. Examples include puzzles, shape sorters, stacking cups, and rattles. These toys are designed to be safe, durable, and engaging for young children who are just beginning to explore their world. Dolls are also popular among girls in this age group, as they encourage imaginative play, role-playing, and the development of nurturing skills. As children grow older, their toy preferences shift towards more complex and challenging products. This age group is particularly interested in action figures, board games, and electronic toys. Action figures allow children to engage in imaginative play and roleplay, while board games help develop cognitive skills, critical thinking, and problem-solving abilities. Electronic toys, such as video game consoles and handheld devices, are also popular among this age group, as they provide a more immersive and interactive gaming experience. While the toy market for this age group is smaller than the other two, it still represents a significant portion of the overall market. Older children and teenagers are often interested in more advanced and specialized toys, such as model kits, collectibles, and hobby-related products. These toys provide a sense of accomplishment and allow for the development of specific skills, such as craftsmanship and attention to detail.

The online segment has seen significant growth, especially accelerated by the COVID-19 pandemic, which shifted consumer habits towards e-commerce. Major players in this channel include Amazon Australia, eBay, and local platforms like Catch and Fishpond. Online shopping offers consumers a wide variety of toys, often at competitive prices, along with the convenience of home delivery. Digital platforms also provide detailed product information, customer reviews, and promotional discounts, making it easier for parents to compare options. The rise of mobile gaming and digital toys has further boosted online sales, as younger consumers increasingly prefer purchasing video games and interactive toys through online retailers. This channel appeals particularly to tech-savvy families who appreciate the ease of browsing and buying from home. Offline retail remains a vital part of the toy market in Australia. Traditional brick-and-mortar stores such as Kmart, Big W, Target, Myer, and specialty retailers like Toyworld continue to attract customers seeking immediate purchases and hands-on experiences. These stores often feature interactive displays and allow children to engage with toys before buying, which can be critical for certain categories like dolls or educational toys. Seasonal promotions and in-store events also drive foot traffic during peak shopping times, such as holidays. The offline segment is particularly strong in regions where consumers prefer the tactile experience of shopping in person or where internet access may be limited.



Considered in this report
• Geography: Australia
• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• Australia toy market with its value and forecast along with its segments
• Various divers and challenges
• Ongoing trends and developments
• Five force models
• Top profiled companies
• Strategic recommendation

By Product
• Action Figures & ACC
•Arts & Crafts
•Building Sets
•Dolls
•Games/Puzzles
•Infant/Toddler/Preschool
•Youth Electronics
•Outdoor & Sports Toys
•Plush
•Vehicles
•Explorative & Other Toys

By Age Group
•0-8 years
•9-15 years
•15 years and above

By Distribution Channel
•Online
•Offline

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially,
Secondary research was used to get an understanding of the market and listing out the companies kit. The secondary research consists of third party sources such as press Releases, annual report of companies, analysing the government generated reports and databases. After gathering, the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started, verifying the details obtained from secondary sources.

Intended audience
This report can be useful to Industry consultants, manufacturers, suppliers, associations & organizations related to pet care products industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.