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Online Toy Sales in Australia Industry Data and Analysis
Australia's online toy sales market has been on a rollercoaster ride in recent years, mirroring the ups and downs of the broader retail sector. As discretionary purchases, demand for toys and games tends to fluctuate based on income levels and consumer confidence, both of which have faced significant volatility. The onset of the COVID-19 pandemic acted as a turning point, with stay-at-home orders and government stimulus payments driving a surge in online shopping for entertainment products like Lego, puzzles and outdoor toys. However, this boom was short-lived. Rising interest rates and inflation soon sparked a sharp cost-of-living crisis, eating into household budgets and driving down consumer sentiment, ultimately dampening online toy sales. Industry's revenue has grown at an annualised rate of 1.0% over the past five years to reach $513.4 million in 2025-26, with a 2.6% climb in revenue in the current year.
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What's included in this industry analysis
IBISWorld's research coverage on the Online Toy Sales industry in Australia includes market sizing, forecasting, data and analysis from 2015-2030. The most recent publication was released July 2025.
About this industry
What's this industry report about?
The Online Toy Sales industry in Australia operates under the ANZSIC industry code OD4169. Industry players sell toy and hobby goods online. Products include traditional dolls and toys, electronic toys, board games, hobby kits and craft supplies. Goods are purchased from upstream manufacturers and wholesalers before being sold to downstream consumer markets. Industry operators include online-only retailers and bricks-and-mortar stores with an online presence. Related terms covered in the Online Toy Sales industry in Australia include online retailer, bricks-and-mortar store and smartphone.
What's included in this industry?
Products and services covered in Online Toy Sales industry in Australia include Traditional toys and games, Electronic toys and games and Hobby equipment and craft supplies.
What companies are included in this industry?
Companies covered in the Online Toy Sales industry in Australia include Amazon Australia, Wesfarmers and Associated Retailers.
Performance
What's included in the Performance chapter?
The Performance chapter covers detailed analysis, datasets, detailed current performance, sources of volatility and an outlook with forecasts for the Online Toy Sales industry in Australia.
Questions answered in this chapter include what's driving current industry performance, what influences industry volatility, how do successful businesses overcome volatility, what's driving the industry outlook. This analysis is supported with data and statistics on industry revenues, costs, profits, businesses and employees.
Products & Markets
What's included in the Products and Markets chapter?
The Products and Markets chapter covers detailed products and service segmentation and analysis of major markets for the for the Online Toy Sales industry in Australia.
Questions answered in this chapter include how are the industry's products and services performing, what are innovations in industry products and services, what products or services do successful businesses offer and what's influencing demand from the industry's markets. This includes data and statistics on industry revenues by product and service segmentation and major markets.
Geographic Breakdown
What's included in the Geographic Breakdown chapter?
The Geographic Breakdown chapter covers detailed analysis and datasets on regional performance of the Online Toy Sales industry in Australia.
Questions answered in this chapter include where are industry businesses located and how do businesses use location to their advantage. This includes data and statistics on industry revenues by location.
Competitive Forces
What's included in the Competitive Forces chapter?
The Competitive Forces chapter covers the concentration, barriers to entry and supplier and buyer profiles in the Online Toy Sales industry in Australia. This includes data and statistics on industry market share concentration, barriers to entry, substitute products and buyer & supplier power.
Questions answered in this chapter include what impacts the industry's market share concentration, how do successful businesses handle concentration, what challenges do potential industry entrants face, how can potential entrants overcome barriers to entry, what are substitutes for industry services, how do successful businesses compete with substitutes and what power do buyers and suppliers have over the industry and how do successful businesses manage buyer & supplier power.
Companies
What's included in the Companies chapter?
The Companies chapter covers Key Takeaways, Market Share and Companies in the Online Toy Sales industry in Australia. This includes data and analysis on companies operating in the industry that hold a market share greater than 5%.
Questions answered in this chapter include what companies have a meaningful market share and how each company is performing.
External Environment
What's included in the External Environment chapter?
The External Environment chapter covers Key Takeaways, External Drivers, Regulation & Policy and Assistance in the Online Toy Sales industry in Australia. This includes data and statistics on factors impacting industry revenue such as economic indicators, regulation, policy and assistance programs.
Questions answered in this chapter include what demographic and macroeconomic factors impact the industry, what regulations impact the industry, what assistance is available to this industry.
Financial Benchmarks
What's included in the Financial Benchmarks chapter?
The Financial Benchmarks chapter covers Key Takeaways, Cost Structure, Financial Ratios, Valuation Multiples and Key Ratios in the Online Toy Sales industry in Australia. This includes financial data and statistics on industry performance including key cost inputs, profitability, key financial ratios and enterprise value multiples.
Questions answered in this chapter include what trends impact industry costs and how financial ratios have changed overtime.
Industry Data
What's included in the Industry Data chapter?
The Industry Data chapter includes 10 years of historical data with 5 years of forecast data covering statistics like revenue, industry value add, establishments, enterprises, employment and wages in the Online Toy Sales industry in Australia.
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Frequently Asked Questions
What is the market size of the Online Toy Sales industry in Australia in 2026?
The market size of the Online Toy Sales industry in Australia is $513.4m in 2026.
How many businesses are there in the Online Toy Sales industry in Australia in 2025?
There are 917 businesses in the Online Toy Sales industry in Australia, which has grown at a CAGR of 5.0 % between 2020 and 2025.
How may import tariffs affect the Online Toy Sales industry in Australia?
The Online Toy Sales industry in Australia is unlikely to be materially impacted by import tariffs with imports accounting for a low share of industry revenue.
How may export tariffs affect the Online Toy Sales industry in Australia?
The Online Toy Sales industry in Australia is unlikely to be materially impacted by export tariffs with exports accounting for a low share of industry revenue.
Has the Online Toy Sales industry in Australia grown or declined over the past 5 years?
The market size of the Online Toy Sales industry in Australia has been growing at a CAGR of 1.0 % between 2020 and 2025.
What is the forecast growth of the Online Toy Sales industry in Australia over the next 5 years?
Over the next five years, the Online Toy Sales industry in Australia is expected to grow.
What are the biggest companies in the Online Toy Sales industry in Australia?
The biggest companies operating in the Online Toy Sales industry in Australia are Amazon Australia, Wesfarmers and Associated Retailers
What does the Online Toy Sales industry in Australia include?
Traditional toys and games and Electronic toys and games are part of the Online Toy Sales industry in Australia.
Which companies have the highest market share in the Online Toy Sales industry in Australia?
The company holding the most market share in the Online Toy Sales industry in Australia is Amazon Australia.
How competitive is the Online Toy Sales industry in Australia?
The level of competition is moderate and steady in the Online Toy Sales industry in Australia.
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