COMPETITIVE LANDSCAPE
Mattel maintains its lead, with Hot Wheels performing well
Concentration increased in the competitive landscape in traditional toys and games in South Africa between 2019 and 2024, with the top five companies accounting for 47% of value sales in 2019, rising to 51% in 2024, although this remained below the Middle East and Africa average. Mattel Inc retained its leading position in the year, boosted by new product releases, entertainment offerings, and strategic partnerships.
Mattel and Hasbro leverage licences to expand their reach
Licensing agreements remained a significant strategy for both the leading player Mattel, and second-placed Hasbro in 2024, allowing both companies to create co-branded toys and games. Hasbro benefits from its relationship with Lucasfilm through Star Wars and Indiana Jones traditional toys and games, and also from its Marvel franchise licence agreements.
Shoprite and Toys” R”Us invest in private label toy lines
Although well-known brands remain most popular in South Africa, with a challenging economic environment private label traditional toys and games have gained traction, with both dedicated toy retailers like Toys”R”Us (one of the biggest toy retailers in South Africa) and general merchandise retailers like Shoprite Holdings investing in their own branded toy lines. These products, which are priced significantly lower than branded toys, are especially appealing to consumers in lower LSM (Living Standards Measure) segments.
Formula 1 partners with Mattel and LEGO Group for branded merchandise
In late 2024, Formula 1 and Mattel announced a global licensing partnership, which saw the launch of an exclusive F1 car under the Hot Wheels brand in 2024, with a full range of team vehicles set to follow in 2025. Formula 1 also announced a partnership with LEGO Group to launch F1-inspired Lego products in 2025, including Lego Duplo sets for pre-schoolers, and smaller brick sets for both older children and adults.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Traditional Toys and Games industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Traditional Toys and Games in South Africa report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Traditional Toys and Games in South Africa?
- Which are the leading brands in Traditional Toys and Games in South Africa?
- How are products distributed in Traditional Toys and Games in South Africa?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in South Africa?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Traditional Toys and Games in South Africa - Category analysis
KEY DATA FINDINGS
Sustainable, inclusive, and kidult-focused traditional toys and games are popular
Scientific/educational toys experiences dynamic growth in popularity
Formula 1 licensing deal to produce Hot Wheels toys
A move towards sustainable and inclusive traditional toys and games
Construction is anticipated to remain the largest category within toys and games
Personalisation and technological integration will be important to remain competitive
Continued focus on sustainability anticipated
Educational value will remain important to maintain a competitive edge
E-commerce growth will drive the need for an enhanced online retail infrastructure
Mattel maintains its lead, with Hot Wheels performing well
Mattel and Hasbro leverage licences to expand their reach
Shoprite and Toys” R”Us invest in private label toy lines
Formula 1 partners with Mattel and LEGO Group for branded merchandise
Traditional toys and games stores continues to lead, with Lego providing an immersive experience
Zuru invests to improve the shopper experience
Toys”R”Us improves its online platform and its store-based experience
Amazon's entry intensifies e-commerce competition and drives online focus
Toys and Games in South Africa - Industry Overview
Video games drives dynamic growth as mobile and cloud gaming gain popularity
Video games drives growth, although traditional toys and games also performs well
MTN Cloudplay launch expands cloud gaming accessibility on mobile devices
Talent10 Holdings invests due to growth in mobile games
Mattel and Lego leverage Formula 1 licensing to target adult fans
Video games will remain the leading category in toys and games
Growth for mobile games, cloud gaming, and subscription services
Popularity of e-sports set to continue to rise
New launches set to drive growth across categories
Licensing and films will contribute to growth in toys and games, and drive the kidult trend
Gradual shift towards more sustainable traditional toys and games
Companies in video games lead a consolidated competitive landscape
The tough economic climate drives growth for mobile games and private label
Lego, Sony, and Nintendo announce new products and partnerships
Growth for retail e-commerce prompts offline retailers to adopt omnichannel strategies
Toys”R”Us and Zuru enhance the shopping experience
Amazon's arrival intensifies the competition in retail e-commerce
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Traditional Toys and Games
- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!