Australia Toys and Games Market is Segmented by Product Type (Action Figures and Figurines, Dolls and Plush, and More), by Age Group (0–3 Years, 3–8 Years, and More), by Distribution Channel (Specialty Toy Stores, Online Retail, and More), by Geography (New South Wales, Victoria, and More). The Market Forecasts are Provided in Terms of Value (USD) and Volume (Units).

The Australia toys and games market size was valued at USD 1.56 Million in 2024. The market is further projected to grow at a CAGR of 2.90% between 2025 and 2034, reaching a value of USD 2.08 Million by 2034.

The global toys and games market is witnessing expansion due to factors such as increased interest in green toys, the resurgence of traditional toys and video games, and awareness about the cognitive benefits of building toys. The rising popularity of mobile-based gaming and traditional recreational activities like construction sets and puzzles among younger generations also drive the market. The demand for dolls and STEM-based games and toys remains high due to their appeal to children and collectors, providing a valuable learning experience while being entertaining. The market is experiencing growth in tech-based toys, with sustainability and digitalization being key focus areas. Children's preferences are shifting from traditional toys to digital entertainment forms like video games, mobile apps, and virtual reality experiences. The electronic games category dominates the market with the largest revenue share, while the games and puzzles segment is forecasted to grow at the fastest rate. The 15 years and above age group recorded the largest market share, with the offline channel dominating the global market. However, the online distribution channel segment is estimated to grow rapidly. Mordor Intelligence™ Industry Reports provide statistics for the Toys and Games market share, size, and revenue growth rate, including a market forecast outlook and a historical overview. A sample of this industry analysis is available as a free report PDF download.

   Toys And Games Also Known As: Fun and Games, Kids' Toys, Children's Playthings

   Toys And Games Report Covers the Following Regions: NA, North America, North American, EU, Europe, European, APAC, Asia Pacific, Asian, SA, South America, South American, MEA, Middle East and Africa, Middle Eastern and African, MENA, Middle East, Middle Eastern, Africa, African

   Toys And Games Report Covers the Following Countries: USA, United States, US, Canada, Mexican, Mexico, ES, Spain, Spanish, UK, United Kingdom, British, DE, Germany, German, FR, France, French, IT, Italy, Italian, RU, Russia, Russian, China, Chinese, JP, Japan, Japanese, IN, India, Indian, AU, Australia, Australian, BR, Brazil, Brazilian, AR, Argentina, Argentine, ZA, South Africa, South African, SA, Saudi Arabia, Saudi

The Australian toys and games market is valued at USD 1.56 million and is projected to reach USD 2.15 million by 2033, expanding at a CAGR of 3.23% during the forecast period (2023-2033). The growth is attributed to the increasing disposable income, rising popularity of video games, and growing awareness of educational toys. Moreover, the increasing number of working parents and the changing lifestyles are fueling the demand for toys and games that provide entertainment and educational value. Online and offline distribution channels are the primary segments in the Australian toys and games market. The online segment is gaining popularity due to its convenience, wide selection, and competitive pricing. However, the offline segment remains dominant due to the preference for physical stores and the opportunity to experience products firsthand. The major companies operating in the market include Amazon Australia, Kmart Group, Woolworths Limited, Myer, and Toy Mate, among others. These companies employ various strategies such as product innovation, partnerships, and expansion to strengthen their position in the market. Recent developments include: January 2023: Amazon Web Services (AWS) introduced the second AWS infrastructure Region in Australia, constituting a global physical site with clustered data centers. The recently launched AWS Asia-Pacific (Melbourne) Region aims to bring advanced AWS technologies, including computing, storage, artificial intelligence (AI), and machine learning, in closer proximity to a broader customer base. This initiative aims to reduce network latency, enabling customers to meet local data residency regulations more effectively., June 2023: ImmediateScripts is one of the top telehealth businesses in Australia and was recently purchased by API for approximately USD 135 million. API will now be part of Wesfarmers' health division.. Key drivers for this market are: Growing Demand for Eco-Friendly and Sustainable Toys, Increasing Awareness of Early Childhood Development. Potential restraints include: Growing Demand for Eco-Friendly and Sustainable Toys, Increasing Awareness of Early Childhood Development. Notable trends are: Rise in the Number of People Buying Video Games.

The Australian toys and games market, valued at $1.56 billion in 2025, exhibits a steady growth trajectory, projected at a compound annual growth rate (CAGR) of 3.23% from 2025 to 2033. This growth is fueled by several key factors. Increasing disposable incomes among Australian households, coupled with a rising birth rate and a strong preference for experiential learning, contribute significantly to the market's expansion. Furthermore, the evolving nature of toys, with a growing emphasis on educational and STEM-focused products, stimulates demand. The increasing popularity of online shopping, facilitated by robust e-commerce infrastructure, offers convenient access to a wider selection of toys and games, further boosting market growth. However, the market faces some challenges. Fluctuations in the Australian economy and potential increases in import costs due to global supply chain disruptions could act as constraints on market growth. The competitive landscape is dominated by a mix of international and domestic players, including major retailers like Amazon Australia, Kmart Group, Woolworths Limited (Big W), and Myer, alongside specialized toy retailers such as Toyworld and EB Games. This competitive environment drives innovation and price competition, benefiting consumers. The market is segmented by product type (card games, construction sets, dolls, plastic toys, puzzles, toddler toys, video game consoles) and distribution channel (online and offline). The online segment is expected to witness faster growth due to its convenience and expanding reach. The forecast period (2025-2033) suggests a continuous upward trend for the Australian toys and games market. This sustained growth will likely be driven by the continued adoption of innovative toy designs incorporating technology and interactive elements. The increasing popularity of licensed characters and franchises will also play a significant role in driving sales. Furthermore, strategic marketing campaigns targeting specific age groups and demographic segments will further propel market expansion. However, maintaining sustainable growth will require adapting to evolving consumer preferences, managing supply chain complexities, and staying competitive within a dynamic market landscape. A focus on enhancing customer experience through improved online platforms and in-store experiences will be crucial for maintaining market leadership. Recent developments include: January 2023: Amazon Web Services (AWS) introduced the second AWS infrastructure Region in Australia, constituting a global physical site with clustered data centers. The recently launched AWS Asia-Pacific (Melbourne) Region aims to bring advanced AWS technologies, including computing, storage, artificial intelligence (AI), and machine learning, in closer proximity to a broader customer base. This initiative aims to reduce network latency, enabling customers to meet local data residency regulations more effectively., June 2023: ImmediateScripts is one of the top telehealth businesses in Australia and was recently purchased by API for approximately USD 135 million. API will now be part of Wesfarmers' health division.. Key drivers for this market are: Growing Demand for Eco-Friendly and Sustainable Toys, Increasing Awareness of Early Childhood Development. Potential restraints include: Growing Demand for Eco-Friendly and Sustainable Toys, Increasing Awareness of Early Childhood Development. Notable trends are: Rise in the Number of People Buying Video Games.

Australia Toys And Games Market size was valued at USD 3.45 Billion in 2024 and is projected to reach USD 4.82 Billion by 2032, growing at a CAGR of 4.3% from 2025 to 2032.

Australia Toys And Games Market Dynamics

The key market dynamics that are shaping the Australia toys and games market include:

Key Market Drivers

Increase in Disposable Income and Consumer Spending: As the Australian economy has been steadily recovering, rising disposable income has led to higher consumer spending, especially in the children’s toy and gaming sectors. According to the Australian Bureau of Statistics, household disposable income per capita increased by 3.5% in 2021, which directly contributed to greater expenditure on children's entertainment and educational toys. This boost in income is helping families allocate more for premium toys and games, expanding the market.

Growth of Online Retail and E-commerce: The shift towards online shopping has been a major driver for the toys and games market in Australia.

Australia toys and games market is valued at USD 1.6 billion, driven by rising disposable incomes, educational toy demand, and e-commerce growth, with key segments in STEM and digital games.

Significant fluctuations are estimated for all segments over the forecast period for the average revenue per capita. Only in the segment Card Games, a significant increase can be observed over the forecast period. In this segment, the average revenue per capita exhibits a difference of *** U.S. dollars between 2019 and 2029. Find further statistics on other topics such as a comparison of the revenue in South Korea and a comparison of the average revenue per capita in Hong Kong. The Statista Market Insights cover a broad range of additional markets.

Australia's online toy sales market has been on a rollercoaster ride in recent years, mirroring the ups and downs of the broader retail sector. As discretionary purchases, demand for toys and games tends to fluctuate based on income levels and consumer confidence, both of which have faced significant volatility. The onset of the COVID-19 pandemic acted as a turning point, with stay-at-home orders and government stimulus payments driving a surge in online shopping for entertainment products like Lego, puzzles and outdoor toys. However, this boom was short-lived. Rising interest rates and inflation soon sparked a sharp cost-of-living crisis, eating into household budgets and driving down consumer sentiment, ultimately dampening online toy sales. Industry's revenue has grown at an annualised rate of 1.0% over the past five years to reach $513.4 million in 2025-26, with a 2.6% climb in revenue in the current year. Online toy sales have endured peaks and troughs over the past five years. The pandemic years witnessed a dramatic jump in online spending as shoppers flocked to digital platforms out of necessity and convenience. Key retailers invested heavily in enhancing their online offerings, improving website navigation, expanding mobile apps, rolling out click-and-collect and improving delivery services. Continued investment, the entry of new players and heightened demand for niche toys, like STEM and eco-friendly products, expanded the market. However, trading conditions have been challenging in the post-pandemic environment, with rising costs, volatile consumer sentiment and intense competition eroding profitability. Looking ahead, easing inflation, projected interest rate reductions and ongoing wage growth are set to boost discretionary income and consumer sentiment, encouraging renewed consumer spending on toys. Online toy retailers will likely focus on omnichannel strategies, exclusive products and immersive digital experiences to stand out in an increasingly crowded marketplace. Advances in technology will reshape toy preferences, with a strong appetite predicted for smart, STEM and educational toys. Intense competition may persist, but digital innovation, market differentiation and improving import affordability will support both business expansion and profitability. Overall, industry revenue is forecast to expand at an annualised rate of 3.5% over the five years through 2031-32 to reach $610.3 million.

The average revenue per capita in the 'Toys & Games' segment of the toys & hobby market in Australia was modeled to stand at ***** U.S. dollars in 2024. Between 2018 and 2024, the average revenue per capita rose by **** U.S. dollars, though the increase followed an uneven trajectory rather than a consistent upward trend. The average revenue per capita is expected to drop by **** U.S. dollars between 2024 and 2029, showing a continuous downward movement throughout the period.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on Toys & Games.

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Educational Toys Market Size 2025-2029

The educational toys market size is forecast to increase by USD 26.34 billion, at a CAGR of 11.5% between 2024 and 2029.

The market is experiencing significant growth, driven by the increasing demand for smart toys that integrate technology into learning experiences. These innovative products offer interactive and engaging educational opportunities, catering to the modern child's interest in technology. These toys include construction sets made of materials like sugarcane, cardboard, and bamboo, as well as smart toys with embedded sensors and onboard electronics that add an element of intelligence and creativity. Another trend shaping the market is the growing preference for eco-friendly toys, as consumers become more conscious of their environmental impact. This has led to the rise of green toys, made from sustainable materials and produced using eco-friendly manufacturing processes. However, the market faces challenges that require strategic navigation. Counterfeit products pose a significant threat, as they undermine brand reputation and consumer trust.
These unauthorized replicas often fail to meet safety standards, putting children at risk. Companies must invest in robust anti-counterfeiting measures and collaborate with regulatory bodies to protect their intellectual property and ensure customer safety. By addressing these challenges and capitalizing on market trends, educational toy manufacturers can differentiate themselves and thrive in this dynamic market.

What will be the Size of the Educational Toys Market during the forecast period?

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The market continues to evolve, with a diverse range of offerings catering to various sectors and learning objectives. This dynamic industry encompasses educational games, curriculum-aligned toys, eco-friendly options, and more. For instance, music education toys have seen significant growth, with sales increasing by 15% in the last year. Additionally, industry experts anticipate a 7% annual growth rate for the educational toys sector in the coming years. One notable trend is the development of inclusive educational toys, designed to accommodate diverse learning styles and needs, such as special needs toys and autism-friendly options. Another area of innovation is STEM learning toys, which foster problem-solving skills and interactive learning.
Sustainable toys, made from non-toxic materials like wood, are also gaining popularity due to their eco-friendly nature. Open-ended play toys, such as construction toys, encourage creativity and physical activity, while role-playing toys help children develop social skills. Interactive learning toys and child development apps offer digital alternatives for engaging young minds. Montessori educational materials, safe educational toys, and sensory play resources continue to be teacher-recommended and parent-approved favorites. The market for inclusive educational toys is expected to grow, with a 10% annual increase in demand. This trend reflects a growing awareness of the importance of catering to diverse learning needs and fostering an inclusive learning environment.
Overall, the market remains a vibrant and dynamic industry, with ongoing innovation and evolution.

How is this Educational Toys Industry segmented?

The educational toys industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Age Group

  0-4 years
  4-8 years
  Above 8 years


Product

  Academic toys
  Cognitive toys
  Motor skill toys
  Other toys


Distribution Channel

  Offline
  Online


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    UK


  APAC

    Australia
    China
    India
    Japan
    South Korea


  Rest of World (ROW)

By Age Group Insights

The 0-4 years segment is estimated to witness significant growth during the forecast period.

The market for children aged 0-4 years is experiencing significant growth due to the increasing recognition of the importance of early childhood education. Parents and caregivers are investing in a variety of toys that support cognitive and motor skill development. Among these, educational games, eco-friendly toys, curriculum-aligned toys, music education toys, special needs toys, construction toys, math learning toys, open-ended play toys, role-playing toys, stem learning toys, inclusive educational toys, physical activity toys, non-toxic toys, wooden toys, interactive learning toys, sustainable toys, language learning toys, problem-solving toys, teacher-recommended toys, and parent-approved toys are popular choices. For instance, Mattel, Learning Resources, and Lego System are major companies catering to this

The segment has been evaluated, and its growth has been forecasted through time reflecting the amount it will take to cross from USD 61.7 billion in 2025 to USD 152.8 billion by 2034 at a reliable rate of 9.44% Annual Compound Growth Rate (CAGR).

Metric	Value
Educational Toy Market Size (2025E)	USD 61.7 billion
Projected Market Size (2035E)	USD 152.8 billion
Value Based CAGR (2025 to 2035)	9.44%

Country-wise Analysis

Countries	CAGR (2025 to 2035)
United States	9.50%
Germany	9.90%
China	10.10%
India	10.30%
Australia	10.60%

Competitive Outlook

Company Name	Estimated Share (%)
Lego System A/S	20-25%
Mattel, Inc.	15-20%
Spin Master Corp.	10-15%
Hasbro, Inc.	8-12%
Melissa & Doug	5-10%
Other Companies (combined)	25-35%

The average revenue per capita in the 'Card Games' segment of the toys & hobby market in Australia was modeled to stand at **** U.S. dollars in 2024. Between 2018 and 2024, the average revenue per capita rose by **** U.S. dollars, though the increase followed an uneven trajectory rather than a consistent upward trend. The average revenue per capita will steadily rise by **** U.S. dollars over the period from 2024 to 2029, reflecting a clear upward trend.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on Card Games.

The revenue in the 'Card Games' segment of the toys & hobby market in Australia and Oceania was modeled to be ************* U.S. dollars in 2024. Between 2018 and 2024, the revenue rose by ************* U.S. dollars, though the increase followed an uneven trajectory rather than a consistent upward trend. The revenue will steadily rise by *********** U.S. dollars over the period from 2024 to 2029, reflecting a clear upward trend.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on Card Games.

Snapshot img

STEM Toys For In-Home Applications Market Size 2025-2029

The stem toys for in-home applications market size is forecast to increase by USD 7.26 billion, at a CAGR of 9.9% between 2024 and 2029.

The market is experiencing significant growth, driven by the increasing awareness among parents about the importance of preparing their children for future careers. This trend is fueled by the belief that STEM (Science, Technology, Engineering, and Mathematics) skills are essential for success in today's technological workforce. Additionally, technological advancements in STEM toys are providing children with more interactive and engaging learning experiences, making them increasingly popular. However, the market faces challenges as well. The rising demand for mobile games and other digital content is diverting children's attention away from traditional STEM toys. Parents and educators must find innovative ways to make STEM toys more appealing and competitive in the face of this digital distraction.
Furthermore, ensuring the safety and quality of these toys, especially those with advanced technology, is a significant challenge for manufacturers and retailers. Companies must prioritize safety standards and regulatory compliance to build trust and confidence with consumers. Navigating these challenges while capitalizing on the market's potential for growth requires a strategic approach, focusing on product innovation, safety, and effective marketing to attract and retain customers.

What will be the Size of the STEM Toys For In-Home Applications Market during the forecast period?

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The stem toys market for in-home applications continues to evolve, integrating various sectors and applications to foster educational growth. Stem clubs provide hands-on experiences, while safety standards ensure secure usage. Engineering design and online learning platforms merge to offer interactive, project-based learning opportunities. Game-based learning and parent engagement promote computational thinking and problem-solving skills. Puzzle games and play-based learning encourage cognitive development, with interactive learning and app development fostering technological literacy. Assistive technology and inclusive education broaden accessibility, while circuit boards and coding games introduce students to engineering and programming concepts. Robotics kits and educational apps support software development and coding languages.

Technology integration and curriculum development drive innovation in elementary, middle, and high school education. Inquiry-based learning and STEM camps engage students in science experiments and critical thinking. Building blocks and 3D printing encourage creativity and engineering design. Augmented reality and virtual reality offer immersive learning experiences, while teacher training and after-school programs provide additional resources. The ongoing dynamism of the stem toys market reflects the continuous integration of design thinking, data analysis, and artificial intelligence into educational applications. This evolving landscape fosters a culture of continuous learning and innovation, shaping the future of STEM education and careers.

How is this STEM Toys For In-Home Applications Industry segmented?

The stem toys for in-home applications industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Distribution Channel

  Offline
  Online


Age Group

  9 to 10 years
  6 to 8 years
  11 to 13 years


Subjects

  Science
  Engineering
  Mathematics
  Technology


Technology

  App-Connected Toys
  Augmented Reality
  DIY Electronics


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    UK


  APAC

    Australia
    China
    India
    Japan
    South Korea


  Rest of World (ROW)

By Distribution Channel Insights

The offline segment is estimated to witness significant growth during the forecast period.

The offline segment of the market has experienced notable growth and remains a significant distribution channel. Brick-and-mortar stores, including toy stores, department stores, specialty shops, and supermarkets, offer a tangible shopping experience that allows consumers to examine STEM toys prior to purchase. Notable retailers like Target and Walmart cater to this demand. Design thinking and data analysis have influenced the development of STEM toys, leading to the creation of assistive technology, STEM education tools, and science experiment kits. These products foster cognitive development and promote STEM careers. Inclusive education initiatives h

The average revenue per capita in the 'Card Games' segment of the toys & hobby market in Australia & Oceania was forecast to continuously increase between 2025 and 2029 by in total **** U.S. dollars (+**** percent). After the seventh consecutive increasing year, the average revenue per capita is estimated to reach **** U.S. dollars and therefore a new peak in 2029. Find further information concerning the revenue change in the 'Toys & Games' segment of the toys & hobby market in the United Kingdom and the revenue in the 'Toys & Games' segment of the toys & hobby market in Italy. The Statista Market Insights cover a broad range of additional markets.

Over the last two observations, the revenue is forecast to significantly increase in all segments. The trend observed from 2019 to 2029 remains consistent throughout the entire forecast period. There is a continuous increase in the revenue across all segments. Notably, the Plastic & Other Toys segment achieves the highest value of ****** million U.S. dollars at 2029. Find further statistics on other topics such as a comparison of the average revenue per capita in Australia and a comparison of the average revenue per capita in France. The Statista Market Insights cover a broad range of additional markets.

Online shopping has become a way of life. Once considered a novelty, much like the internet itself, the online shopping phenomenon has surpassed business and consumer expectations. It has evolved and expanded rapidly, with escalating internet and broadband uptake and changing consumer attitudes helping online shopping become a mainstream retail avenue. Greater investment in online platforms to advance website navigation, enhance security and improve delivery is fuelling a shift in consumer buying habits towards online shopping. The pandemic brought retail trading in Australia to a standstill, with lockdown periods and restrictions leading to a surge in online shopping sales. As consumers jumped online at breakneck speed, the online market was flooded with new entrants and businesses ramped up their digital sales capabilities to keep up with demand. Despite the hype and surge in sales, challenging trading conditions in the post-pandemic environment have eroded some of the earlier gains. Strong inflation and rising interest rates have combined to create a cost-of-living crisis, with consumers reassessing their online spending habits in the face of tightening purse strings. Nonetheless, revenue is anticipated to have grown at an annualised 7.4% over the five years through 2024-25 and is expected to total $58.0 billion in the current year, when revenue is set to climb by an estimated 5.2%. Going forwards, online shopping revenue is forecast to climb at an annualised 6.5% through the end of 2029-30 to total a projected $79.4 billion, aided by continued consumer demand. Greater digital connectivity will allow consumers to shop anywhere and anytime, with advances in augmented reality opening new doors for online retailers. Strong revenue prospects will entice more bricks-and-mortar retailers to launch online stores to complement their physical store network, while many online retailers will open shopfronts and flagship stores, blurring the lines between the two. Escalating competition, particularly from international low-cost retailers like Temu and Shein, will limit growth in profitability.

The revenue in the 'Card Games' segment of the toys & hobby market in China was forecast to continuously increase between 2025 and 2029 by in total ***** million U.S. dollars (***** percent). After the tenth consecutive increasing year, the revenue is estimated to reach ****** million U.S. dollars and therefore a new peak in 2029. Notably, the revenue of the 'Card Games' segment of the toys & hobby market was continuously increasing over the past years.Find further information concerning the average revenue per capita in the 'Sports Equipment' segment of the toys & hobby market in Australia and the revenue in the toys & hobby market in Honduras. The Statista Market Insights cover a broad range of additional markets.

Over the forecast period until 2029, the revenue is forecast to exhibit fluctuations among the three segments. The revenue decreases only in the segment Toys & Games towards the end of the forecast period, while the remaining segments follow a positive trend. The absolute difference between 2019 and 2029 is ****** billion U.S. dollars. Find further statistics on other topics such as a comparison of the average revenue per capita in Equatorial Guinea and a comparison of the average revenue per capita in Australia. The Statista Market Insights cover a broad range of additional markets.