19th August 2026 – Australia’s toy market delivered a strong performance in the first half of 2026, with sales increasing 13% in value compared with the same period last year, according to the latest figures from Circana, a leader in turning consumer data into growth. Unit sales increased by +7%, while average selling prices rose +6%, demonstrating that growth was driven by both increased consumer demand and higher spend
The results come amid strong momentum for the global toy industry, with Circana’s tracked global markets recording a +14% increase in value sales during the first half of 2026 (January to June) compared with the same period in 2025. Circana’s latest global analysis highlights how common themes including licensing, fandom and collectibles are driving demand around the world, while category preferences and consumer behaviours are creating distinct opportunities within individual markets.
“Australia’s toy market has had an exceptionally strong start to 2026, and what is particularly encouraging is the breadth of growth we are seeing,” said Gimantha Jayasinghe, SVP, Head of General Merchandise APAC at Circana. “Consumers are buying more toys and are also willing to spend more, while strong performances across trading cards, building sets, licensed toys and emerging trends are giving the market multiple engines for growth.”
Eight of the 11 toy supercategories tracked by Circana recorded growth during the first half of the year, with Games & Puzzles and Building Sets together contributing +70% of supercategory gains.
Within Games & Puzzles, Strategic Trading Card Games (STCG) were a standout performer, ranking as both the largest dollar-gaining and largest unit-gaining subclass across the Australian toy market. STCG accounted for more than half of the gains within Games & Puzzles, reflecting the continued consumer appetite for collectible and fandom-driven products.
However, the strength of the market extends beyond trading cards. Even excluding STCG, Australian toy sales increased +8% in the first half, pointing to broad-based demand across the industry.
Fandom fuels growth across toys
Pokémon™ was the top-performing property in Australia during the first half of 2026, maintaining the number-one position every month so far this year, supported by strong consumer demand surrounding its 30th anniversary. Trading cards account for the majority of Pokémon toy sales, highlighting the strength of collectability and established fandom in driving consumer demand.
“The strength of licensing shows just how closely toys are now connected to the wider entertainment and fandom landscape,” added Jayasinghe. “Pokémon™ is a great example of the opportunity. Thirty years on, it continues to engage established fans while attracting new generations, and its products and trading cards give consumers an ongoing way to collect, play and connect with the property.”
Licensed toys overall grew +16% and accounted for 40% of Australian toy spend, gaining one percentage point of market share compared with last year. FIFA™ was the licence adding the most dollars to the market, followed by Toy Story™ and One Piece™, demonstrating the range of sporting, film and anime fandoms translating into toy purchases.
Sensory play brings fresh momentum
Alongside established categories and franchises, fast-moving trends are creating additional opportunities in Australia, with slime, blind packs and collectibles reflecting growing consumer appetite for interactive, collectible and fandom-driven play.
Sensory toys have been among the standout performers, with Squishes growing by just over +400% during the first half. Slime has also brought renewed momentum to the compound segment, driven by Gui Gui™ and Slime Mart™.
Consumers trade up for the right products
Growth was recorded across all price points during the first half of 2026, with particularly strong momentum among toys priced at $50 and above.
Premium spending is concentrated in two of the market’s strongest areas: Standard Building Sets and STCG. Together, the two subclasses accounted for over half of all sales in the $50-plus price tier, highlighting consumers’ willingness to invest in products that offer collectability, fandom and extended engagement.
“The first half of 2026 demonstrated that there are multiple routes to growth in Australia,” concluded Jayasinghe. “Consumers are responding to products across price points, from accessible sensory trends through to premium building sets and trading cards. With the crucial ‘golden quarter’ still to come, the Australian toy market enters its biggest period of the year from a position of strength. Maintaining that momentum will depend on retailers and manufacturers tapping into the trends, fandoms and play experiences driving consumer demand.”
Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimise their businesses. Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behaviour driving it, and accelerate their growth. Circana’s Liquid Data® technology platform is powered by an expansive, high-quality data set, and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy.
