COMPETITIVE LANDSCAPE
Kayou sees growth amidst increasing concentration
Overall traditional toys and games in China saw increasing concentration between 2019 and 2024. The top five companies accounted for 32% of value sales in 2024, up from 15% in 2019.
Pop Mart extends its lead in dolls and accessories thanks to blind box model and IPs
Beijing PopMart Culture Creative Co Ltd also saw a significant share increase in traditional toys and games in 2024, with its Pop Mart brand. This was thanks to strengthening its lead in dolls and accessories by a further 22 percentage points, driven by its popular blind box model and successful IP collaborations.
Pop Mart and Kayou expand as collectibles surge in popularity
As seen from the rising popularity of Kayou and Pop Mart, collectibles have been a significant driver of growth in traditional toys and games in China, with value sales boosted by impulse purchases, particularly among younger consumers. The popularity of blind boxes from brands such as Pop Mart and Top Toy has been a key trend, while Kayou’s trading cards, featuring popular IPs such as My Little Pony, have attracted both children and adults.
Luka's AI Learning Companion achieves success with interactive learning
Luka, a nascent AI toy company under the leadership of Jiawei Gu, achieved notable success in 2024 with the introduction of its latest offering, the Luka AI Learning Companion. The company's accomplishments are ascribed to its robust presence in the market for AI-based educational toys, a focus on intelligent companionship, and a wide-ranging product ecosystem, which has evolved from its earlier achievements with Luka reading robots.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in China 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 China, 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 China 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 China?
- Which are the leading brands in Traditional Toys and Games in China?
- How are products distributed in Traditional Toys and Games in China?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in China?
- 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 China - Category analysis
KEY DATA FINDINGS
Kidults and collectibles are key trends driving an acceleration of growth
Games and puzzles drives growth due to rising popularity of trading cards
Construction maintains solid growth despite a high base, but polarisation seen
BubblePal enhances traditional toys and games with AI, boosting growth
Jellycat leverages the kidult trend with pop-up café and immersive experiences
Construction set to lead growth in traditional toys and games
Tech integration and AI personalisation to reshape play experiences
Emotional connections set to reshape traditional toys and games
Kayou sees growth amidst increasing concentration
Pop Mart extends its lead in dolls and accessories thanks to blind box model and IPs
Pop Mart and Kayou expand as collectibles surge in popularity
Luka's AI Learning Companion achieves success with interactive learning
E-commerce gains ground as consumers chase better deals and experiences
Companies also favour retail e-commerce
Offline presence remains important as stores attract consumers with experiences
Toys and Games in China - Industry Overview
AI personalisation and local cultural elements are important growth drivers
Traditional toys and games witnesses the fastest growth, while video games dominates sales
AI used to personalise traditional games and video games experiences
Demand for collectibles drives growth for blind boxes and trading cards
Localised innovations drive value sales, exemplified by Black Myth: Wukong
Video games to see the highest sales during the forecast period
Technology and personalisation set to continue to contribute to growth
Licensed toys, collectibles, and kidults set to drive expansion in traditional toys and games
Mobile games, subscriptions, and cross-platform models set to drive growth in video games
Continued importance of local culture in both traditional and video games
Kayou and Pop Mart thrive, while Yaoji and Yeloli struggle
Game Science challenges global competitors with console game launch
DNF Mobile launch boosts game sales due to extending a classic IP
Tencent acquires EasyBrain, Space Ape, Kuloo Games, and invests in Ubisoft spin-off
Interactive toy BubblePal gains prominence
Retail e-commerce dominates sales of toys and games as consumers seek better prices
Offline retail still has a role to play
A transition to more flexible retail models, such as pop-up stores and vending
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?
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This report originates from Passport, our Traditional Toys and Games research and analysis database.
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