The detailed April toy sales data are in and it was an awesome month for toy sales in indie retail in Austral;ia.
April 2025 experienced +7% in toy sales dollars, +1% in units. +6% in average price.
Games/Puzzles (+54%) was the top category gainer for this month, followed by Buildings Sets (+15%), Action Figures (+19%), Bicycles (+33%), Outdoor and Sports Toys (+3%), Plush (+1%) and Youth Electronics (+1%).
Jigsaw puzzles are having a moment again. I know of newsagents selling $2,000 in jigsaws a month without any marketing and discounting.
Dolls (-9%), Arts & Crafts (-10%) and Explorative and Other Toys (-8%) were the 3 largest category decliners for this month.
For YTD April 2025 vs. LY, Australia Toys was up +4% in dollars meanwhile globally toys market was up (+6%).
Top 5 Dollar licenced properties April ‘25
#1 – Pokémon#2 – Formula 1#3 – Hot Wheels
#4 – Star Wars
#5 – Barbie
Top 5 Dollar Gaining Properties April ’25 vs. April ’24
#1 – Formula 1
#2 – Pokémon
#3 – Minecraft
#4 – LEGO Speed Champions
#5 – Toniebox
This is all good news for newsagents engaged with toys beyond the cheap toy spinners offered on consignment – that end of the market is in decline. The growth is in good licences, higher end product and a toy department kids are welcome in.
Consignment spinners have no place in a modern newsagency in my view.
There are newsagency businesses doing well over $100,000 a year in toys. Anyone can do this. All it takes is for you to be a smart retailer.
Here are some reasons for toy growth:
- Parents are becoming more proactive in seeking toys that promote learning through play. Science kits, robotics, coding games, and building sets (like LEGO and Connetix) are in high demand, aligning with Australia’s education system which encourages problem-solving and critical thinking.
- Toys based on popular entertainment franchises, movies, TV shows, and video games continue to be a major sales driver. Properties like Pokémon, Formula 1, Hot Wheels, Star Wars, and Barbie consistently perform well, demonstrating the power of strong brand recognition.
- A growing segment of adults purchasing toys for themselves, often driven by nostalgia, collecting, or hobby interests, is also contributing to market expansion. This “kidult” market often has higher disposable income and is drawn to limited editions and high-value items.
- There’s a rising demand for toys made from eco-friendly and ethically sourced materials, reflecting a broader societal trend towards responsible consumption. Manufacturers are responding by incorporating sustainable materials like bamboo and organic cotton.
- Sales data reveal that Australian families are willing to invest in higher-quality, more expensive toys, especially those that offer long-term play value, educational benefits, or align with aspirational parenting goals.
Tap into these and you’ll win.