EBAY state of collectibles 2025

From childhood treasures to future investments, eBay’s 25-year story reminded Australians that everyone had a thing worth collecting.

To mark its 25th anniversary and capture a $16.8 billion market, eBay needed to shift perception from a functional everything store to a specialist destination for collectors. Partnering with Deloitte Access Economics, we created the State of Collectibles 2025 Report, an independent, data-rich analysis that became the hero asset for a major integrated campaign.

Guided by the ‘Everyone Has a Thing’ strategy, this media-led narrative transformed business data into a national cultural conversation, showcasing eBay’s 25-year evolution and spotlighting high-growth categories like collectible toys and trading cards. The campaign established eBay as the definitive champion for collectors, resulting in +18% YoY sales growth in collectibles, a sustained 9% sales uplift, and a significant three-point increase in brand preference, successfully repositioning the brand in a fiercely competitive landscape.