Australia Toys and Games Market Report and Forecast 2025-2034

Australia Toys and Games Market Outlook

The Australia toys and games market size was valued at USD 1.56 million in 2023. The market is further projected to grow at a CAGR of 2.90% between 2024 and 2032, reaching a value of USD 2.01 million by 2032.

Key Takeaways

• Australia's toy market is driven due to country's affluent economy and growing population of children.

• The market is witnessing a rise in video game purchases through online channels, which provides consumers with convenient access to a wide range of products.

• Prominent toys and games brands in Australia are LEGO Group, RPG Toms Pty Ltd., Funtastic Limited (Toys”R”Us ANZ) Limited, and Child Education Pty Ltd.

The growth of the toys and games market is being driven due to the increasing launch of educational games, the commercialisation of favourite movies and cartoon characters, and a rising number of video game tournaments and spending on video games. The market is witnessing a shift towards educational and interactive toys that offer both fun and learning experiences for children, catering to the evolving preferences of consumers.

Additionally, the popularity of media and entertainment franchises with licensed toys based on movies, TV shows, and video games is contributing to Australia toys and games market growth. The market is also benefiting from businesses adapting to online sales channels like Amazon and Walmart Online, offering a wide range of products including video games to meet the growing demand in the digital space.

As per Australia toys and games market analysis, board games continue to be a popular product in the market, offering engaging and interactive gameplay experiences for families and friends. Outdoor games includes products like sports equipment, inflatables, and outdoor playsets. These games encourage children to stay active and spend time outdoors.

Electronic games, particularly video games, hold a significant share in the market, outpacing traditional toys and games in terms of revenue. The rise in popularity of video game tournaments and the availability of new software titles have been key drivers of growth in this segment. Educational toys are gaining traction in the market as parents increasingly prioritise toys that offer both entertainment and learning opportunities for their children. This segment focuses on products that stimulate cognitive development, creativity, and skill-building in children across different age groups.

Market Segmentation

Australia Toys and Games Market Report and Forecast 2024-2032 offers a detailed analysis of the market based on the following segments:

Market Breakup by Age

• Infants and Toddlers

• Pre-schoolers

• School-Age Children

• Adolescents

• Adults 

Market Breakup by Product

• Board Games

• Outdoor Games

• Electronic Games

• Educational Toys

• Action Figures and Dolls

• Others 

Market Breakup by Distribution Channel

• Supermarkets and Hypermarkets

• Speciality Stores

• Online Channels

• Others

Market Breakup by Region

• South Wales

• Victoria

• Queensland

• Western Australia

• Australian Capital Territory

• Others

Competitive Landscape

Shift in consumer preferences is influencing market players to adapt their product offerings by diversifying and focusing on electronic and educational gaming experiences.

• LEGO Group

• Hasbro Australia Limited 

• RPG Toms Pty Ltd. 

• Funtastic Limited (Toys”R”Us ANZ) Limited 

• Child Education Pty Ltd.

• LeapFrog Enterprises, Inc.

• Others

Key Highlights of the Report