Online Toy Sales in Australia - Market Size, Industry Analysis, Trends and Forecasts (2024-2029)

Fair play: Increased online toy sales have led to strong industry performance

The Online Toy Sales industry has exhibited strong growth over the past five years. A shift towards online shopping, particularly following the COVID-19 outbreak, has driven demand. Positive consumer sentiment, rising discretionary income and improved transaction security have also contributed to increased demand for online shopping over the past five years. This trend has come largely at the expense of toy and game sales by bricks-and-mortar retailers. Weak retail trading conditions prior to the COVID-19 pandemic and lockdown periods, trading restrictions and social distancing requirements following the COVID-19 outbreak have pushed consumers towards the online market. These factors, coupled with a rise in the population aged 14 and younger, have supported growth in online toy sales and contributed to the industry's strong performance. As a result, industry revenue is expected to rise at an annualised 15.5% over the five years through 2021-22, to $454.6 million. This trend includes growth of 12.8% in the current year, due to the COVID-19 pandemic's continued flow-on effects.

Industry players sell toy and hobby goods online. Products include traditional dolls and toys, electronic toys (excluding video games), board games, hobby kits and craft supplies. Industry operators include online-only retailers and bricks-and-mortar stores with an online presence. Operators retailing used or second-hand goods are not included in the industry.

This report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are five year industry forecasts, growth rates and an analysis of the industry key players and their market shares.