Australia Toy Market Overview, 2027

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. According to the research report "Australia Toy Market Overview, 2027," published by Bonafide Research, the Australia Toy Market is projected to reach a market size of more than USD 2.10 billion by 2027. 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.

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. These standards cover various aspects such as physical and mechanical properties, flammability, chemical composition, small parts, and noise levels. Compliance with these standards helps ensure that toys are safe for use by children. Toys that allow children to personalise and customise their play experiences are gaining popularity. Whether it's through building sets, craft kits, or digital platforms, children enjoy the ability to add their own unique touch and make the toy their own. Nostalgia plays a role in the Australian toy market, with the resurgence of retro toys that evoke memories for parents and offer a sense of nostalgia. Classic toys from the past, such as board games, puzzles, and iconic toy brands, are making a comeback. Considered in this report • Geography: Australia • Historic year: 2016 • Base year: 2021 • Estimated year: 2022 • Forecast year: 2027 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

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Manmayi Raval

Research Consultant

Segment covered in the report 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

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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.