Overview of Toy Sales on Tmall in China, H1 2024

In the first half of 2024, several toy categories, including blind boxes, plush toys, figurines, children's bicycles, and car models, experienced growth in sales revenue, with increases of 29.5%, 22.7%, 8.5%, 8.2%, and 5.5% respectively, according to data tracked by the China Toy & Juvenile Products Association (CTJPA) on the Tmall platform.

Most major toy categories saw a surge in sales volume compared to last year, except for dolls, scooters, children's bicycles, electric, and remote-controlled toys. The top three categories with the highest growth in sales volume were figurines (up 34.5%), blind boxes (up 31.4%), and playpens (up 27%).

Additionally, the average sales price of children's bicycles, plush toys, and scooters also rose, with children's bicycles showing the largest uptick of 20.6%.

Plush Toys: Sales Surge by 22.7%

In the first half of 2024, plush toy sales jumped 22.7% year-on-year, marking the second-largest gain among key toy categories.

JELLYCAT dominated the market, accounting for 26.7% of sales and increasing its market share by 13.5 percentage points compared to the previous year.

Other leading brands, including Disney Resort, Wentongzi, and GUND, also commanded prices above the category's average of 146.1 RMB per piece.

In the 400 RMB and above price range, the top-selling product is the Jellycat Jack. Its unique design and soft material make it a favorite among consumers, offering emotional comfort and companionship. The average transaction price is 424 RMB.

In the 200-400 RMB price range, the top-selling item is the LinaBell plush toy from Duffy & Friends 2024 Spring Collection released at Disney Resort. This plush toy has consistently been a favorite at Disney resorts, beloved for its charming appearance and engaging story. The average transaction price is 259 RMB.

Children's Bicycles: Prices See the Biggest Increase at 20.6%

Sales revenue for children's bicycles rose by 8.2%, with the average price increasing by 20.6% year-on-year, the highest among all categories.

Maiduomi led the top 20 brands with a 17.7% market share, up 7.9 percentage points from last year.

In the high-end market, the COOGHI F1 Raptor children's bicycle was a standout, with an average price of 1,190 RMB, while Montresor's model was the best-seller in the mid-range market, averaging 845 RMB.

Playpens: 27% Sales Growth, Multi-Functional Designs in Demand

Playpen sales rose by 27% year-on-year, with BEIE leading the market at a 10.5% share.

In the premium segment, Hello Childhood's indoor playhouse topped the charts, priced at 1,050 RMB, while MIGO BEAR's indoor play fence gained popularity in the mid-range market at 758 RMB.

Figurines: Strong Growth in Sales and Volume

Figurine sales revenue increased by 8.5%, with a notable 34.5% rise in sales volume, the highest among key toy categories.

Among the top 20 brands, GOOD SMILE led with a 16.6% market share. Notably, brands like Genshin Impact, POP MART, and Funism offered figurines with an average price above 373.5 RMB per piece.

In the premium range (500 RMB and above), the standout is Infinity Studio's Crimson Typhoon model from Pacific Rim.

In the range below 200 RMB, the cute anime figurine from Arknights stood out. It is priced at an average of 55 RMB.

Blind Boxes: Sales Lead with a 29.5% Increase

Blind box sales revenue soared by 29.5%, accompanied by a 31.4% growth in volume.

POP MART led the market with a 24.5% share, up 11.1 percentage points from the previous year. The Molly Fantasy Wandering series by POP MART dominated the premium market, averaging 594 RMB.

In the under 100 RMB range, the popular choice is Sonny Angel's Hippers mini figure. The rarity of special editions adds to its appeal for collectors. The average price is 79 RMB.