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.
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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.
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TABLE OF CONTENTS
List Of Contents And Tables
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