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Traditional Toys and Games in China

Publisher Euromonitor International
Published Jun 26, 2025
Length 23 Pages
SKU # EP20156241

Description

In 2024, traditional toys and games in China saw stronger growth than in 2023. Trading cards drove growth for games and puzzles, highlighting the popularity of collectibles, and driving Kayou to see exceptional growth. Social media and the need for emotional comfort were key drivers behind the increased demand for plush toys, with brands like Jellycat gaining significant traction even among adults. Additionally, affordable and trendy construction toys saw a surge in interest from kidults. Euromonitor International's Traditional 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: Action Figures and Accessories, Arts and Crafts, Baby and Infant, Construction, Dolls and Accessories, Dress-Up and Role Play, Games and Puzzles, Model Vehicles, Other Traditional Toys and Games, Outdoor and Sports, Plush, Pre-School, Remote Control Toys, Ride-On Vehicles, Scientific/Educational. Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data. Why buy this report? * Get a detailed picture of the Traditional 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

23 Pages
Traditional Toys and Games in China
Euromonitor International
June 2025
List Of Contents And Tables
TRADITIONAL TOYS AND GAMES IN CHINA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Kidults and collectibles are key trends driving an acceleration of growth
CHART 1 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 2 Haivivi Interactive Toys Incorporates Voice Recognition and Adaptive Learning
Jellycat leverages the kidult trend with pop-up café and immersive experiences
CHART 3 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 4 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
CHART 5 Key Trends 2024
CHART 6 Justice Online Launches AI Arena
CHART 7 China’s Collectible Card Craze Drives Continued Expansion
CHART 8 Analyst Insight
CHART 9 Real GDP Growth and Inflation 2019-2029
CHART 10 PEST Analysis in China 2024
CHART 11 Key Insights on Consumers in China 2024
CHART 12 Consumer Landscape in China 2024
TOYS AND GAMES IN CHINA
EXECUTIVE SUMMARY
AI personalisation and local cultural elements are important growth drivers
KEY DATA FINDINGS
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
Demand for collectibles drives growth for blind boxes and trading cards
Localised innovations drive value sales, exemplified by Black Myth: Wukong
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
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
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