Competitive Landscape
Lego Australia Ltd Leverages Premiumisation and Franchise Launches to Expand Share
Traditional toys and games in Australia is moderately concentrated, with the leading companies expanding their shares between 2020 and 2025. Lego Australia Ltd has increased its share from 13% in 2020 to 20% in 2025, driven by a strategic focus on premium, franchise-led construction sets, particularly targeting the high-value kidult segment with display-oriented products and frequent tie-ins to major entertainment properties.
Lego and Pokémon Reshape Demand with Collector and Tech-Driven Launches
The outlook for late 2025 and 2026 is characterised by a wave of innovative launches that are set to reinforce the premium, collector, and tech-enhanced direction of traditional toys and games. The most prominent launch is the Lego Pokémon line, anticipated to arrive in February 2026 with premium collector sets such as Eevee at AUD100, Pikachu and Poké Ball at AUD300, and a trio featuring Venusaur, Charizard, and Blastoise at AUD1,000, complete with a Kanto region badge collection gift-with-purchase.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Traditional Toys and Games industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Traditional Toys and Games in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Traditional Toys and Games in Australia?
- Which are the leading brands in Traditional Toys and Games in Australia?
- How are products distributed in Traditional Toys and Games in Australia?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Australia?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Traditional Toys and Games in Australia - Category analysis
Key Data Insights
Traditional Toys and Games Summary
Lego and Pokemon Harness Digital Buzz to Unlock Higher-Value Sales
Social-Commerce Drops and Nostalgia Transform Consumer Engagement
Connetix and Mindful Play Reshape Value through Sensory Innovation
Adult Collectors Anticipated to Drive Premium Toy Sales and Reshape Demand
Retailers Expected to Transform Stores into Experience Centres to Convert Social Buzz into Sales
Eco-Rating Transparency and Mindful Play Set to Reshape Parental Purchasing
Lego Australia Ltd Leverages Premiumisation and Franchise Launches to Expand Share
Lego and Pokémon Reshape Demand with Collector and Tech-Driven Launches
Amazon Australia Accelerates Digital Discovery as Physical Stores Retain Experiential Edge
Pop Mart and Jb Hi-Fi Drive Experiential and Collectible Innovation
Tiktok Shop and Amazon Australia Reshape Online Impulse Buying and Discovery
Drop Mechanics and Direct-To-Discovery Channels Redefine Product Launches
Nostalgia-Led Format Innovation Extends Brand Lifecycles
Sensory and Mindful Design Opens New Retail Channels
Toys and Games in Australia - Industry Overview
2025 Developments
Key Data Insights
Adult Collectors Fuel Premiumisation and Offset Child Softness
Lego Leads Premium Construction Surge as Video Games Dominate Value
Retailers Shift to Omnichannel Loyalty and Gifting to Drive Engagement
Major Players Anticipated to Leverage Digital, Nostalgia and Gifting to Expand Spend
Subscription Ecosystems, Nostalgia Driven Innovation and Omnichannel Retail Set to Reshape the Future of Toys and Games
Adult-Driven Demand Strengthens Top Brands as New Launches Intensify Competition
Electronic Arts Buyout Signals Strategic Shift and Growth Prospects
Digital Platforms Capture Consumer Spend with Subscriptions and Discovery
E-Commerce and Digital Subscriptions Redefine Product Access and Loyalty
Sensory Play and Digital Integration Drive Product Innovation
Connetix and Nintendo Highlight Recent Product Innovation
Business Impact Concentrates Share and Recurring Revenue
Country Reports Disclaimer
The following categories and subcategories are included:
Traditional Toys and Games
- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
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