Competitive Landscape
Top Players Expand Their Lead through Innovation and Licensing
Traditional toys and games in South Africa became more concentrated between 2020 and 2025, with the top three companies accounting for a significant share of value sales by 2025. This increased concentration reflects the ability of these global players to leverage strong brand portfolios, cross-category innovation and strategic licensing to outperform competitors.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in South Africa 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 South Africa, 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 South Africa 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 South Africa?
- Which are the leading brands in Traditional Toys and Games in South Africa?
- How are products distributed in Traditional Toys and Games in South Africa?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in South Africa?
- 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 South Africa - Category analysis
Key Data Insights
Traditional Toys and Games Summary
Value Growth Outpaces Economic Fundamentals as Premium and Value Segments Diverge
Lego Holds the Lead as Construction Toys Attract New Audiences
Retailers Embrace Affordability and Social Media to Boost Sales
Kidults and Collectors Drive Growth, Prompting to Expand Relevant Ranges
Companies Adapt Pricing and Online Strategies for Value-Conscious Shoppers
Top Players Expand Their Lead through Innovation and Licensing
Traditional Toys and Games Stores Maintain Lead
Takealot and Amazon Accelerate Online Sales through Promotions and Selection
Dual-Track Product Development and Viral Cycle Compression Redefine the Innovation Brief
Mattel's Brand Partnerships and Toys R Us's Private Label Development Show Breadth of Innovation
Market Bifurcation and Retail Channel Realignment Concentrate Commercial Returns among Multi-Segment Operators
Toys and Games in South Africa - Industry Overview
2025 Developments
Key Data Insights
Companies Reshape Spending through Digital Access and Value
Digital-First Video Games Drive Recurring Revenue and Lead Growth
Price Transparency Online Shifts Purchasing to Value and Convenience
Cloud Services and Mobile Games Reshape Digital Spending and Access
Licensed Collectibles and Omnichannel Retail Drive Premiumisation and Loyalty
Games Publishers Extend Lead as Retail Consolidates Value and Access
Digital-First Games and Omnichannel Retail Set New Purchase Expectations
Cross-Media Ip Integration and Dual-Track Product Architecture Emerge as the Primary Innovation Drivers
Super Dragon Punch Force 3 and Lego Formula 1 Illustrate How Product Architecture Is Being Reimagined
Digital Ecosystem Lock-In and Retail Channel Restructuring Concentrate Value among Platform Operators and Ip-Rich Brands
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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