Gifts / Sports & Toys

On August 16, NPD Group released the e-commerce* sales performance of the Chinese toy market in the first half of this year. The overall toy sales were US$2.6 billion (approximately RMB 16.84 billion), a year-on-year increase of 6.5%.

*The main data platforms are Tmall and JD.

Thousand Maps

11 categories, 9 increases, 2 decreases

Blind box sales doubled year-on-year

Of the 11 monitored categories, 9 have seen growth. The categories with an increase of more than 20% include dolls (43%), exploration and other categories (28%), and movable dolls and accessories (26%). 10% have toy cars (17%), games/puzzles (13%), and cloth plush (11%). The more popular building blocks on the market have not seen a significant increase, only 5%, with a total sales of 400 million U.S. dollars (approximately 2.591 billion yuan). The only two categories that fell were outdoor and sports toys (-8%) and DIY art (-3%).

▍In the first half of 2021, total sales of major e-commerce platform toys in China and the rise and fall

From the perspective of sub-categories, the increase in suit dolls and accessories is the largest. Driven by blind boxes, it has almost doubled (99%).

Followed by toys for learning and exploration (54%) and games (53%).

Top ten authorized rankings

Domestic IP is wiped out

In the field of authorized toys, Ultraman is the number one IP. The IPs on the top ten list are: Bugatti, Disney Frozen, Ferrari, Harry Potter, Lamborghini, Mercedes-Benz, Mini Commando, Mobile Suit Gundam, and Porsche. All are occupied by well-known overseas IPs, and domestic IPs are nowhere to be seen.

Stanley Kee, Managing Director of NPD Group Asia Pacific, said: "Children’s Day and June 618 have made June an important month for toy sales in China. In the second half of the year, there will be various holiday promotions. Play companies should choose the right category and focus on , In order to seize more opportunities in the ever-changing market."