South Africa Toy Market Overview, 2027

Toys play a prominent role in developing children’s minds by improving their thought process and decision-making ability. Toys serve multiple purposes for both humans and animals. They provide entertainment while fulfilling an educational role. Toys enhance cognitive behavior and stimulate creativity. They aid in the development of physical and mental skills that are necessary in later life. Educational toys can help children develop their senses of touch, sight, and hearing. Through these toys, which are brightly colored, make noises, and are textured, children can develop their fine motor skills and social-emotional capabilities. With the help of various toys, children learn to walk, talk, socialize, acquire knowledge, and develop social and spatial awareness. The toy industry is expanding based on diverse factors, such as parents’ increased interest in green toys, the resurgence of conventional toys and video games, awareness of the cognitive benefits of building toys, and the exponential expansion of mobile-based gaming. The market is also expected to be driven by the increased popularity of traditional recreational activities among younger generations.

According to the report, South Africa Toy Market Overview, 2027 the market is anticipated to grow at a significant growth rate during the forecast period. The increasing number of families with two incomes and the rising number of working women across the country is the key factor driving the growth of the toy market. Furthermore, outdoor and sports toys help in developing the physical strength of a child. Thus, rising awareness about all these advantages of toys among millions of parents is projected to fuel market growth in the forthcoming years. Companies focus on providing different kinds of gaming items to surprise the kids while un-boxing the packed items. This is likely to generate interest in playing with such items among kids, thereby uplifting the toy market's growth.

Moreover, scented products have grown in popularity as these play kits provide a relaxing scented smell for the kids. The growing popularity of brain training cubes and educational board games among kids will likely spur the overall industry's growth in the near future. The emergence of gaming items made of eco-friendly materials such as bamboo, clay, cork, and others is likely to ease the demand for sustainably made dolls. To meet such a demand, major companies are increasingly focusing on developing games from recycled plastic materials, which will tend to increase market growth in South Africa. Also, these companies are actively shifting their product offerings by launching e-stores and retailing products through e-commerce platforms, such as Amazon, Walmart Online, and eBay, among other regional platforms, as online platforms have emerged as a viable and cost-effective alternative to physical marketing and sales. These factors are resulting in a higher market growth rate for online distribution channels.

Based on the product types, the South Africa toy market is segmented into action figures & acc, arts & crafts, building sets, dolls, games/puzzles, infant/toddler/preschool, youth electronics, outdoor & sports toys, plush, vehicles, and explorative & other toys. Among these types, the infant/toddler/preschool and doll segments are projected to acquire more than 30% market share during the forecast period. Further, the market is categorized into three age groups, including 0-8 years, 9-15 years, and 15 years and above. Among these types, the 0-8 year category is leading the market and it is forecasted to dominate the market during the upcoming timeframe.

COVID-19 Impacts:

As schools are shut down during the COVID-19 pandemic period, children are largely spending their time in households. This will increase the demand for large-sized play figurines that entertain children for a longer time. Additionally, the popularity of educational and construction activity-related games will grow among kids during the pandemic period. Such a sharp rise in sales is attributed to the dolls' strong demand and the construction of play-sets by schoolchildren across the country. Nowadays, individuals are forced to think more about their personal health and well-being to fight the corona-virus and maintain immunity. This has skyrocketed the consumer demand for outdoor & fitness-related figurines. Children are more likely to get infected by the corona-virus due to the greater outdoor exposure of their parents or guardians during the physical shopping of such items compared to staying indoors. Therefore, parents are cautious about shopping for products from physical stores during the pandemic. This has hampered the product revenues from the physical stores. Additionally, overall supply chain disruption during the pandemic is likely to pose challenges to retailers re-stocking the latest products at their outlets.

Considered in this report

• Geography: South Africa
• Historic year: 2016
• Base year: 2021
• Estimated year: 2022
• Forecast year: 2027

Aspects covered in this report

• South Africa toy market with its value and forecast along with its segments
• Various divers and challenges
• Ongoing trends and developments
• Five force models
• Top profiled companies
• Strategic recommendation

Segment covered in the report

By Product

• Action Figures & ACC
• Arts & Crafts
• Building Sets
• Dolls
• Games/Puzzles
• Infant/Toddler/Preschool
• Youth Electronics
• Outdoor & Sports Toys
• Plush
• Vehicles
• Explorative & Other Toys

By Age Group

• 0-8 years
• 9-15 years
• 15 years and above

By Distribution Channel

• Online
• Offline

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering, the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started, verifying the details obtained from secondary sources.

Intended audience

This report can be useful to Industry consultants, manufacturers, suppliers, associations & organizations related to pet care products industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.