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0 Australia Toys and Games Market Outlook
According to the latest report by Expert Market Research (EMR), the Australia toys and games market size reached a value of USD 1.56 million in 2023. As the demand for innovative, educational, and interactive play experiences continues to rise, the market is expected to grow at a compound annual growth rate (CAGR) of 2.90% from 2024 to 2032, reaching an estimated value of USD 2.01 million by 2032.
The Australian toys and games market is characterized by a diverse product range, encompassing traditional toys, board games, video games, and educational toys. A shift towards high-tech and interactive toys, coupled with the increasing focus on STEM (Science, Technology, Engineering, and Mathematics) learning, is expected to drive the market’s growth during the forecast period. Moreover, with the growing number of households with children and a rising consumer interest in the development of children’s cognitive and motor skills, the demand for toys and games in Australia is expected to remain strong.
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Market Drivers
Several factors are contributing to the robust growth of the Australia toys and games market. One of the most significant drivers is the growing demand for educational toys. Parents are increasingly seeking toys that not only entertain their children but also contribute to their development. Toys that promote learning through play, such as those focusing on STEM education, have gained widespread popularity. This trend has spurred the introduction of products that teach coding, robotics, and other technical skills, ensuring that children are equipped with the knowledge needed for future success in a rapidly evolving job market.
In addition to educational toys, the rise of interactive and technologically advanced toys is fueling market growth. Smart toys that incorporate augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) are becoming increasingly popular among Australian consumers. These toys offer immersive, engaging experiences that appeal to children and are seen as a bridge between traditional play and modern technology. As children grow more accustomed to digital interfaces, toys that seamlessly integrate with smartphones, tablets, and other smart devices are becoming essential in the modern household.
Another significant driver is the growing interest in board games and puzzles. Despite the rise of digital gaming, board games and puzzles remain a staple in Australian households, particularly as a means of family bonding and social interaction. This resurgence of interest in traditional games is linked to the increasing desire for offline entertainment options, as well as a growing awareness of the benefits of screen-free activities. As a result, products that cater to a wide range of age groups and interests—ranging from classic games like Monopoly and Scrabble to new, strategy-based board games—are seeing a steady rise in demand.
Additionally, the increasing number of online and omnichannel retail platforms has made toys and games more accessible to a broader demographic. Consumers now have easy access to a vast array of products, from high-tech gadgets to artisanal toys, all available at their fingertips. E-commerce platforms such as Amazon and local online retailers are playing a key role in shaping the Australian toys and games market, providing consumers with more variety and convenience when making purchasing decisions.
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Australia Toys and Games Market Segmentation
The market can be divided based on by age, by product, distribution channel and region.
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
Some of the major players explored in the report by Expert Market Research are as follows:
- LEGO Group
- Hasbro Australia Limited
- RPG Toms Pty Ltd.
- Funtastic Limited (Toys”R”Us ANZ) Limited
- Child Education Pty Ltd.
- LeapFrog Enterprises, Inc.
- Others
Challenges and Restraints
While the Australia toys and games market is set for robust growth, there are several challenges that could impact its trajectory. One of the primary challenges is the rising cost of manufacturing, particularly for high-tech toys that incorporate advanced technologies like AI, AR, and VR. The production of these toys requires significant investment in research and development, as well as sourcing specialized components. These high costs can translate into higher retail prices, which may limit the affordability and accessibility of these toys for some consumers.
Additionally, the market is highly competitive, with both local and international brands vying for consumer attention. Established global players such as LEGO, Mattel, and Hasbro dominate the market, while local brands strive to carve out a niche by offering unique, culturally relevant, or eco-friendly products. This competitive landscape places pressure on smaller manufacturers and new entrants to innovate and differentiate their products in order to stand out in a crowded market.
Market Outlook and Future Trends
The future of the Australia toys and games market appears promising, with steady growth expected across multiple segments. Technological innovation will continue to drive much of this growth, particularly in the digital and interactive toys sectors. Moreover, the ongoing interest in educational and STEM toys is likely to remain a key trend, as parents place increasing emphasis on the developmental benefits of toys for their children.
Sustainability is also expected to become a central theme in the Australian toys and games market, as consumers demand more eco-friendly, non-toxic, and ethically produced products. Manufacturers that adopt sustainable practices and focus on the production of eco-conscious toys will likely gain favor among environmentally aware parents.
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