Toys and Games in China
Description
In 2024, toys and games saw growth in China, propelled by dynamic growth for traditional toys and games, and the increasing appeal of video games. AI personalisation played a significant role, improving both digital and physical play experiences. The incorporation of Chinese cultural elements into toys and games proved popular with domestic consumers. The competitive landscape witnessed changes in share and intensified competition, while e-commerce remained the dominant sales channel.
Euromonitor International's Toys and Games in China report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.
Product coverage: Traditional Toys and Games, Video Games.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Toys and Games market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.
Table of Contents
31 Pages
- Toys and Games in China
- Euromonitor International
- June 2025
- List Of Contents And Tables
- TOYS AND GAMES IN CHINA
- EXECUTIVE SUMMARY
- AI personalisation and local cultural elements are important growth drivers
- KEY DATA FINDINGS
- CHART 1 Key Trends 2024
- INDUSTRY PERFORMANCE
- 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
- WHAT’S NEXT?
- 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
- COMPETITIVE LANDSCAPE
- 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
- CHANNELS
- 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
- ECONOMIC CONTEXT
- CHART 5 Real GDP Growth and Inflation 2019-2029
- CHART 6 PEST Analysis in China 2024
- CONSUMER CONTEXT
- CHART 7 Key Insights on Consumers in China 2024
- CHART 8 Consumer Landscape in China 2024
- COUNTRY REPORTS DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- TRADITIONAL TOYS AND GAMES IN CHINA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Kidults and collectibles are key trends driving an acceleration of growth
- CHART 9 Key Trends 2024
- INDUSTRY PERFORMANCE
- 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
- WHAT’S NEXT?
- 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
- COMPETITIVE LANDSCAPE
- 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
- CHANNELS
- 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
- COUNTRY REPORTS DISCLAIMER
- VIDEO GAMES IN CHINA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Video games software drives sales and growth, with interest in titles of local importance
- CHART 13 Key Trends 2024
- INDUSTRY PERFORMANCE
- 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
- WHAT’S NEXT?
- 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
- COMPETITIVE LANDSCAPE
- 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
- CHANNELS
- 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
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