Australia Toys Market

Australia Toys Market Insights Forecasts to 2035

• The Australia Toys Market Size Was Estimated at USD 2311.7 Million in 2024
• The Market Size is Expected to Grow at a CAGR of Around 3.96% from 2025 to 2035
• The Australia Toys Market Size is Expected to Reach USD 3545.3 Million by 2035

According to a research report published by Decisions Advisors, The Australia Toys Market Size is Anticipated to Reach USD 3545.3 Million by 2035, growing at a CAGR of 3.96% from 2025 to 2035. The toys market in Australia is driven by rising disposable incomes, growing demand for educational toys, and expanding e-commerce retail outlets.

Market Overview

The toy market refers to the industry that creates, manufactures, distributes, and sells playthings for children, mostly for enjoyment, education, or development purposes. Action figures or dolls, puzzles, building sets, electronic toys, instructional toys, and outdoor play equipment are all included in the toy market. Changes in consumer preferences, new technology, and trends in children's educational and entertainment figures shape the toy market. The toys market in Australia has been expanding steadily, aided by increasing disposable incomes, heightened demand for educational, STEM-based toys, and the increasing popularity of licensed brands such as Bluey.

In addition, the Australian government has provided AUD 700,000 in funding to support community toy libraries, which benefit over 130,000 Australians each year, contributing to accessibility and play-based learning. The growing availability of smart, technology-connected, and augmented reality toys is also generating impact in this market. Sustainable practices and toy-appropriate materials are also on the rise as consumers become more conscious of environmental issues. There are still opportunities in STEM learning, sustainable manufacturing, and collectible adult toys.

In September 2025, Sydney hosted Australia’s first large-scale toy-swap event with the intention of decreasing toy waste, highlighting Australia’s move towards circular economy practices within the toy market.

Report Coverage

This research report categorizes the market for the Australia toys market based on various segments and regions, and forecasts revenue growth and analyses trends in each submarket. The report analyses the key growth drivers, opportunities, and challenges influencing the Australia toys market. Recent market developments and competitive strategies, such as expansion, product launch, development, partnership, merger, and acquisition, have been included to draw the competitive landscape in the market. The report strategically identifies and profiles the key market players and analyses their core competencies in each sub-segment of the Australia toys market.

Driving Factors

The toys market in Australia is driven by rising disposable incomes, greater demand for educational and STEM-based toys, and substantial brand licensing from popular kids’ franchises such as Bluey and LEGO. Parents are increasingly intent on children's skill development and creative play, leading to more toys being purchased that facilitate learning. The growth of e-commerce has led to greater access to toys and more choices online. Enlarged options in eco-friendly and sustainable toys are appealing to environmentally-conscious consumers, and, finally, further an expectation for toys associated with adult nostalgia and collectible toys.

Restraining Factors

The toys market in Australia is mostly constrained by high manufacturing and importing costs will always pose a threat to the future of the market, competing with safety regulations and digital entertainment that is grabbing more share of the market. The high and short-lived ratio of product life cycles and growing concerns about plastic waste pose challenges to the sustainability of the market.

Market Segmentation

The Australia toys market share is classified into product type and distribution channel.

• The games and puzzles segment accounted for the largest revenue market share in 2024 and is expected to grow at a significant CAGR during the forecast period.  

The Australia toys market is segmented by product type into action figures, building sets, dolls, games and puzzles, sports and outdoor toys, plush, and others. Among these, the games and puzzles segment accounted for the largest revenue market share in 2024 and is expected to grow at a significant CAGR during the forecast period. Growing consumer interest in educational and cognitive development toys that promote creativity, problem-solving, and teamwork is the driving force behind this domination. This market is further strengthened by the appeal of STEM-based puzzles and family-friendly board games, as well as the expanding trend of indoor leisure activities.

• The specialty stores segment accounted for the largest revenue share in 2024 and is expected to grow at a significant CAGR during the forecast period.  

The Australia toys market is segmented by distribution channel into supermarkets and hypermarkets, specialty stores, department stores, online stores, and others. Among these, the specialty stores segment accounted for the largest revenue share in 2024 and is expected to grow at a significant CAGR during the forecast period. Specialty stores dominate the market because they provide a large selection of premium, branded, and educational toys, together with knowledgeable employees who offer tailored recommendations. These stores are preferred by customers because they offer unique product introductions, quality control, and hands-on experiences.

Competitive Analysis:

The report offers the appropriate analysis of the key organizations/companies involved within the Australia toys market, along with a comparative evaluation primarily based on their product offering, business overviews, geographic presence, enterprise strategies, segment market share, and SWOT analysis. The report also provides an elaborate analysis focusing on the current news and developments of the companies, which includes product development, innovations, joint ventures, partnerships, mergers & acquisitions, strategic alliances, and others. This allows for the evaluation of the overall competition within the market.

List of Key Companies

• Moose Toys
• Toyworld Australia
• TNW Australia
• Protoys
• Toys “R” Us ANZ
• Cyclops Pty Ltd
• Rugabub
• Funstra Australia
• Independent Toy Stores of Australia
• Others

Key Target Audience

• Market Players
• Investors
• End-users
• Government Authorities 
• Consulting and Research Firm
• Venture capitalists
• Value-Added Resellers (VARs)

Recent Developments:

• In September 2025, Sydney held a city-wide large toy swap event for the first time (1-14 Sept) to promote reuse and reduce the number of toys discarded in Australia, which is about 27 million each year.
• In May 2025, Rugaroo, an NSW-based toy company, sold out its new doll range in 47 minutes, netting a $200 investment into $200,000 worth of sales.
• In January 2025, Toy sales in Australia increased 4% year-on-year in dollar terms, but were down 5% in terms of unit sales. The average sale price increased by 9%.

Market Segment

This study forecasts revenue at the Australia, regional, and country levels from 2020 to 2035. Decisions Advisors has segmented the Australia toys market based on the below-mentioned segments:

Australia Toys Market, By Product Type

• Action Figures
• Building Sets
• Dolls
• Games and Puzzles
• Sports and Outdoor Toys
• Plush
• Others

Australia Toys Market, By Distribution Channel

• Supermarkets and Hypermarkets
• Specialty Stores
• Department Stores
• Online Stores
• Others