Australia Toys and Games Market

Australia Toys and Games Market Overview:

The Australia toys and games market size reached USD 2,374.0 Million in 2024. Looking forward, IMARC Group expects the market to reach USD 3,497.7 Million by 2033, exhibiting a growth rate (CAGR) of 4.40% during 2025-2033. Rising disposable incomes, strong e-commerce presence, growing demand for science, technology, engineering, and mathematics (STEM) based products, licensed merchandise popularity, eco-conscious consumer preferences, surging influencer-led trends, and seasonal gifting peaks are some of the key factors boosting the market growth.

Australia Toys and Games Market Trends:

Rising Disposable Incomes and Premium Toy Demand

Consumer purchasing pattern is heavily majorly impacted by the increase in disposable income. For instance, in Q4 2024, the disposable income in Australia reached USD 261.9 billion, compared to 258.2 billion US dollars in the preceding quarter. This was about a 1.4% increase over last quarter. Consequently, parents are more willing to invest in value-oriented and expensive products that offer higher-quality, better-designed, are safer and more educational and developmental. This trend is particularly pronounced in urban regions, where dual-earning households have commonly been observed. The product sales in this category are buoyed by the willingness to pay for toys that have longer shelf-life, multifunctional use or fit with aspirational parenting goals. Moreover, the rising disposable income is enabling users to buy gifts on occasions other than birthdays and festivals, which is another factor providing a positive Australia toys and games market outlook.

E-Commerce Expansion and Product Accessibility

Growing penetration of e-commerce platforms is a significant factor driving the market growth in Australia. Online shopping provides consumers with more convenience to shop around a wide variety of local and international brands, often provided with competitive prices, discount combos, and in-depth product comparisons. Retail platforms like Amazon Australia, Kogan, and The Iconic, as well as specialists in toys such as Toymate and Mr Toys Toyworld, are optimizing user experience by offering easy navigation, solid return policies, and targeted marketing. Moreover, eCommerce also provides easier access to niche or specialty products that are not stocked in a physical store, enabling smaller or emerging brands to access a wider market. Furthermore, real-time consumer reviews and influencer endorsements being incorporated in online listings are boosting customer confidence and aiding in swift purchases, which is another factor supporting the Australia toys and games market growth.

Rising Popularity of STEM and Educational Toys

STEM and educational toys are gaining substantial traction in the Australia market, driven by growing awareness among parents regarding the importance of early cognitive development and future skill readiness. Educational institutions and parenting communities are increasingly emphasizing hands-on learning, problem-solving, and logic-based play—features embedded within most STEM-focused toy offerings. These products range from basic building kits and coding games to robotics sets and science experiment boxes, catering to various age groups. The Australian government’s continued investment in digital literacy and STEM education further reinforces consumer preference for such toys. Retailers are responding by expanding shelf space and online visibility for STEM categories, while manufacturers are enhancing product design to include modularity, adaptability, and curriculum alignment. Apart from this, the rising acceptance of these toys as tools for both entertainment and foundational learning is reshaping consumer expectations, elevating educational value as a primary purchase consideration, which is boosting the Australia toys and games market share.

Australia Toys and Games Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the region level for 2025-2033. Our report has categorized the market based on product type and distribution channel.

Product Type Insights:

• Plush Toys
• Infant/Preschool Toys
• Activity Toys
• Dolls
• Games and Puzzles
• Ride-Ons
• Others 

The report has provided a detailed breakup and analysis of the market based on the product type. This includes plush toys, infant/preschool toys, activity toys, dolls, games and puzzles, ride-ons, and others.

Distribution Channel Insights:

• Specialty Stores
• Supermarkets and Hypermarkets
• Departmental Stores
• Online Stores
• General Stores

A detailed breakup and analysis of the market based on the distribution channel have also been provided in the report. This includes specialty stores, supermarkets and hypermarkets, departmental stores, online stores, and general stores.

Regional Insights:

• Australia Capital Territory & New South Wales
• Victoria & Tasmania
• Queensland
• Northern Territory & Southern Australia
• Western Australia

The report has also provided a comprehensive analysis of all the major regional markets, which include Australia Capital Territory & New South Wales, Victoria & Tasmania, Queensland, Northern Territory & Southern Australia, and Western Australia.

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided.

Australia Toys and Games Market News:

• In 2024, Spin Master renewed and expanded its toy license agreement with Universal Products & Experiences for the "How to Train Your Dragon" franchise. This agreement includes worldwide rights to produce toys such as dolls, action figures, and playsets, aligning with the upcoming live-action film set to release in June 2025. ​
• In 2024, Totally Toys inaugurated its fourth store at the Fairfield & Co Centre in Idalia, Townsville, completing its regional presence in North Queensland alongside existing locations in Rockhampton, Mackay, and Cairns. 

Australia Toys and Games Market Report Coverage:

Key Questions Answered in This Report:

• How has the Australia toys and games market performed so far and how will it perform in the coming years?
• What is the breakup of the Australia toys and games market on the basis of product type?
• What is the breakup of the Australia toys and games market on the basis of distribution channel?
• What is the breakup of the Australia toys and games market on the basis of region?
• What are the various stages in the value chain of the Australia toys and games market? 
• What are the key driving factors and challenges in the Australia toys and games?
• What is the structure of the Australia toys and games market and who are the key players?
• What is the degree of competition in the Australia toys and games market? 

Key Benefits for Stakeholders:

• IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Australia toys and games market from 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the Australia toys and games market.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Australia toys and games industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.