Australian Toy Market surges 13% in first half of 2026
Australia’s toy market recorded strong growth in the first half of 2026, with sales increasing 13% in value compared with the same period last year, according to Circana. Unit sales rose 7%, while average selling prices increased 6%, indicating that both higher demand and increased consumer spending contributed to the result.
Fandom, collectibles and licensed properties
Fandom, collectibles and licensed properties were among the main drivers of growth. Trading cards performed particularly well, with strategic trading card games up 49% and non-strategic trading cards rising 43% in value. Building sets also saw strong momentum, with sales increasing 33%.
Collectibles grew 21%, while action figures and action figure collectibles rose 17% and 15%, respectively. Licensed toys increased 15% and accounted for 32% of the Australian toy market. Pokémon remained a major contributor, with sales of Pokémon toys up 43% year on year.
Continued strength of building and construction toys
Circana also highlighted the continued strength of building and construction toys, as consumers increasingly seek products linked to their favourite entertainment properties and fandoms. The performance reflects a broader shift toward toys that offer collectibility, creativity and a connection to established brands and characters.
Overall, the first-half results point to a healthy Australian toy market, with both traditional play categories and newer collectible-driven segments contributing to growth.