Toys and Games in China

June 2025
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Overview:

Understand the latest market trends and future growth opportunities for the 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Traditional Toys and Games
  • Video Games

If you're in the 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 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 Toys and Games in China?
  • Which are the leading brands in Toys and Games in China?
  • How are products distributed in 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?

Toys and Games in China

AI personalisation and local cultural elements are important growth drivers
Chart 1 Key Trends 2024
Traditional toys and games witnesses the fastest growth, while video games dominates sales
AI used to personalise traditional games and video games experiences
Chart 2 Justice Online Launches AI Arena
Demand for collectibles drives growth for blind boxes and trading cards
Chart 3 China’s Collectible Card Craze Drives Continued Expansion
Localised innovations drive value sales, exemplified by Black Myth: Wukong
Chart 4 Analyst Insight
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
Chart 5 Real GDP Growth and Inflation 2019-2029
Chart 6 PEST Analysis in China 2024
Chart 7 Key Insights on Consumers in China 2024
Chart 8 Consumer Landscape in China 2024

COUNTRY REPORTS DISCLAIMER

Summary 1 Research Sources

Traditional Toys and Games in China

KEY DATA FINDINGS

Kidults and collectibles are key trends driving an acceleration of growth
Chart 9 Key Trends 2024
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
Chart 10 Haivivi Interactive Toys Incorporates Voice Recognition and Adaptive Learning
Jellycat leverages the kidult trend with pop-up café and immersive experiences
Chart 11 Jellycat’s Shanghai Pop-Up Café Celebrates the Brand's 25th Anniversary
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
Chart 12 Analyst Insight
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

Video Games in China

KEY DATA FINDINGS

Video games software drives sales and growth, with interest in titles of local importance
Chart 13 Key Trends 2024
Mobile games drives growth, as titles such as Honor of Kings and Black Myth: Wukong thrive
Adaptive NPCs and AI equipment recommendations boost player retention
Game Science and NetEase find success through Chinese culture
Chart 14 Black Myth: Wukong Blends Chinese Mythology with AAA Gameplay
Continued growth for video games, due to constant innovation and development over the forecast period
AI personalisation set to drive engagement for video games
Localisation will be increasingly important to Chinese gamers, as demonstrated by Immortal Awakening
Chart 15 Analyst Insight
Subscription models and cloud gaming will become increasingly relevant
Tencent maintains its share, while miHoYo faces challenges
Chart 16 miHoYo Remains Committed to Expanding Genshin Impact Universe
Game Science's console game challenges established publishers
Success of DNF Mobile launch attributed to adaptation of a classic IP
Players adopt a transmedia approach to leverage established IPs
Retail e-commerce dominates video games due to reliance on digital products
Offline sales remain important for video games hardware
Offline collaborations capitalise on IPs to attract younger generations

COUNTRY REPORTS DISCLAIMER

Download table of contents
The following categories and subcategories are included:

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
      • Hand-Held Consoles
      • Static Consoles
      • Gaming Headsets
        • Computer Games (Physical)
        • Console Games (Physical)
        • Computer Games (Digital)
        • Console Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Console Games (Physical)
          • Console Games (Digital)
          • Computer Games (Physical)
          • Computer Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Computer Games (Game Sales)
          • Console Games (Game Sales)
          • Online Games and Subscriptions (Game Sales)
          • Mobile Games (Game Sales)
          • Computer Games (In-Game Purchases)
          • Console Games (In-Game Purchases)
          • Online Games and Subscriptions (In-Game Purchases)
          • Mobile Games (In-Game Purchases)

Toys and Games

This is the aggregation of traditional toys and games and video games.

See all of our definitions
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This report originates from Passport, our Toys and Games research and analysis database.

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