As Halloween wraps up another season of costumes, candy, and creativity – retailers are reporting a welcome boost in sales. From licensed costumes to Halloween-themed toys and collectibles, the season once again showed how play and imagination drive families to spend.
This is a promising sign ahead of the biggest buying season for the Toy industry.
As mentioned in my last update, we hosted our annual Hottest Toys for Christmas event in October, offering ATA members the opportunity to have their product on TV and socials just in time for families to make their decision on what will be under the tree this year.
Designed to also highlight innovation and excitement within the toy industry, the 2025 showcase reached an estimated 5.42 million Australians and generated media coverage valued at just under $600,000.
This year’s event was held on 8 October at Pier 35 in Melbourne, where ATA welcomed around 20 children to put a range of member-supplied toys to the test. The atmosphere was filled with festive cheer, with Santa again joining in the fun to bring an early taste of Christmas magic.
The day began with a live broadcast on Channel 9’s Today Show, featuring several standout products from ATA members. Throughout the event, representatives from major media outlets – including Channels 7, 9, and 10, and a number of popular influencers, were in attendance to capture the excitement and share it with audiences nationwide.
Christmas isn’t the only event just around the corner. On 19 November, the ATA will hold its Annual General Meeting, providing members with the opportunity to meet the ATA Directors and reflect on the year that’s been. During the meeting, we will also announce the new board and vote on the updated constitution.
That’s not the only update worth noting – you may have also noticed our refreshed Mission Statement:
To support and represent the Australian toy, hobby and licensing industries by fostering innovation, advocating for members’ interests (including safety, compliance and sustainability), and championing the value of play.
We continue to do this by:
- Promoting uniform toy safety standards.
- Promoting the educational value of toys.
- Encouraging the manufacture and export of Australian-made toys.
- Encouraging creative toy design.
- Reducing or eliminating barriers to trade.
- Encouraging respect for intellectual property rights.
- Promoting the year-round sale of toys.
- Acting as a source of information.
- Communicating with members in a prompt and efficient manner.
- Providing members with additional effective service.
- Conducting a successful and profitable Annual Toy Hobby & Licensing Fair.
As we look ahead to the festive season and into 2026, the ATA remains focused on supporting members and strengthening the toy, hobby, and licensing sectors. From championing safety and compliance to showcasing the creativity and innovation that define our industry, we are proud of the collective achievements of our members throughout the year.
With Christmas just weeks away, retailers are optimistic that the strong momentum seen through Halloween and the Hottest Toys for Christmas campaign will continue right through the holidays. It’s a reminder that, even in challenging times, the power of play continues to inspire joy, connection, and imagination in households across Australia.
We thank all our members for their ongoing support and contribution to another successful year and we look forward to celebrating with you at the AGM and into an exciting year ahead for the industry.
If you’re not yet a member of The Australian Toy Association and would like to learn more, please get in touch here.
This article also appeared in Edition 18 of The Toy Universe Magazine
