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.
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.
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, 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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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.
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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 definitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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