Australia’s toy market has enjoyed a strong start to 2026, with value sales rising 13% in the first half of the year, according to the latest figures from Circana.
Unit sales increased by 7%, while average selling prices rose by 6%, indicating that growth has been driven by both increased demand and consumers spending more per purchase.
Globally, Circana’s tracked markets recorded a 14% increase in toy value sales during the same period.
Eight of Australia’s 11 toy supercategories recorded growth, with Games & Puzzles and Building Sets together accounting for 70% of supercategory gains.
Trading cards were a particularly strong performer. Strategic Trading Card Games (STCG) were both the biggest dollar-gaining and unit-gaining subclass in the Australian market, accounting for more than half of the growth within Games & Puzzles. Even excluding STCG, however, the market still grew by 8%, demonstrating broad-based consumer demand.
Fandom is also continuing to influence purchasing. Pokémon was Australia’s top-performing property during the first half of the year, holding the number one position every month, helped by its 30th anniversary celebrations.
Licensed toys overall grew by 16% and accounted for 40% of total toy spend.
FIFA, Toy Story and One Piece were among the licences adding the most value to the market, highlighting the breadth of opportunities across sport, film and anime.
Emerging trends are contributing too, with Squishes sales increasing by more than 400%, while slime, blind packs and collectibles continue to attract consumers seeking interactive and collectible play experiences.
Premium products are also performing well. Growth was recorded across all price points, with particularly strong momentum for toys priced at $50 and above. Standard Building Sets and STCG together accounted for more than half of sales in this premium tier.
With the key Christmas trading period still ahead, Circana says Australia’s toy market enters the second half of 2026 from a position of strength.
