Executive Summary

Jun 2019
Suspension of approval for new games slows down growth

The Chinese toys and games market saw growth slow significantly in 2018, largely as a result of the suspension of approval for new video games due to a restructuring of government departments and regulatory concerns relating to violence and gambling related content in some games. The suspension of approval affected online, mobile and console games and led to a marked deceleration of growth in video games software.

Growing focus on immersion and interactivity as lines between traditional toys and video games blur

The end of the review period saw a growing demand for toys and games that provide a more immersive, interactive experience. Video games saw the successful launch of new stand alone AR/VR headsets in 2018.

Leading players looking to strengthen positions through partnerships and store openings

Domestic tech company, Tencent Holdings Ltd, extended its lead in overall toys and games in 2018. The company is working to strengthen its position in the market through partnerships with both foreign multinationals and local players.

Internet retailing dominates but visits to toy shops are still important

Internet retailing increased its domination of overall toys and games distribution in the final year of the review period. Consumers are drawn to online retailing because of the wide range of products on offer, the availability of novel toys and games, and access to large promotional discounts, as well as the convenience of online ordering and home delivery.

Positive outlook as STEAM-positioned toys attract attention

Toys and games is forecast to see strong value growth over 2018-2023. While volume growth will be constrained by the contraction of the population aged between 0- and 17-years-old, value will be boosted by an upmarket shift in demand.

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Toys and Games in China

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Overview

Discover the latest market trends and uncover sources of future market growth for the Toys and Games industry in China with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Toys and Games industry in China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Toys and Games in China market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values and company shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Toys and Games in China?
  • What are the major companies China?
  • How was toys and games affected by the global recession?
  • Which product categories performed best in the last year?
  • What are the new any safety regulations affecting the industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Toys and Games market research database.

Toys and Games in China

EXECUTIVE SUMMARY

Suspension of approval for new games slows down growth
Growing focus on immersion and interactivity as lines between traditional toys and video games blur
Leading players looking to strengthen positions through partnerships and store openings
Internet retailing dominates but visits to toy shops are still important
Positive outlook as STEAM-positioned toys attract attention

MARKET DATA

Table 1 Sales of Toys and Games by Category: Value 2013-2018
Table 2 Sales of Toys and Games by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Toys and Games: % Value 2014-2018
Table 4 LBN Brand Shares of Toys and Games: % Value 2015-2018
Table 5 Distribution of Toys and Games by Format: % Value 2013-2018
Table 6 Forecast Sales of Toys and Games by Category: Value 2018-2023
Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Traditional Toys and Games in China

HEADLINES

PROSPECTS

Ongoing strong growth due to toy store expansion and investment from manufacturers
Continued expansion of licensed products as foreign cartoons reach Chinese shores
Countering the impact of falling birth rates with higher spend and purchases by adults, for adults

COMPETITIVE LANDSCAPE

Ever-popular Lego’s lead remains unshaken
Increasing fragmentation having positive effect of innovation and diversification
Educational positioning underpins strong performances

CATEGORY DATA

Table 8 Sales of Traditional Toys and Games by Category: Value 2013-2018
Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2013-2018
Table 10 Sales of Traditional Toys and Games by Demographic: % Value 2013-2018
Table 11 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2013-2018
Table 12 Sales of Traditional Toys and Games by Electronic vs Non-Electronic: % Value 2013-2018
Table 13 NBO Company Shares of Traditional Toys and Games: % Value 2014-2018
Table 14 LBN Brand Shares of Traditional Toys and Games: % Value 2015-2018
Table 15 Distribution of Traditional Toys and Games by Format: % Value 2013-2018
Table 16 Forecast Sales of Traditional Toys and Games by Category: Value 2018-2023
Table 17 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2018-2023
Table 18 Forecast Sales of Traditional Toys and Games by Demographic: % Value 2018-2023
Table 19 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2018-2023

Video Games in China

HEADLINES

PROSPECTS

Video games influenced by regulatory processes
Trading up in AR/VR headsets as gamers get serious
Nintendo Switch thriving despite lack of official market entry

COMPETITIVE LANDSCAPE

Capital flowing into software confirms it is the way forward
Increasing investment in eSports to widen appeal and improve gamer-experience
New products perform well in AR/VR headsets

CATEGORY DATA

Table 20 Sales of Video Games by Category: Value 2013-2018
Table 21 Sales of Video Games by Category: % Value Growth 2013-2018
Table 22 NBO Company Shares of Video Games: % Value 2014-2018
Table 23 LBN Brand Shares of Video Games: % Value 2015-2018
Table 24 NBO Company Shares of Video Games Hardware: % Value 2014-2018
Table 25 LBN Brand Shares of Video Games Hardware: % Value 2015-2018
Table 26 NBO Company Shares of Video Games Software: % Value 2014-2018
Table 27 LBN Brand Shares of Video Games Software: % Value 2015-2018
Table 28 Distribution of Video Games by Format: % Value 2013-2018
Table 29 Distribution of Video Games Hardware by Format: % Value 2013-2018
Table 30 Distribution of Video Games Software by Format: % Value 2013-2018
Table 31 Distribution of Video Games Software (Physical) by Format: % Value 2013-2018
Table 32 Distribution of Video Games Software (Digital) by Format: % Value 2013-2018
Table 33 Forecast Sales of Video Games by Category: Value 2018-2023
Table 34 Forecast Sales of Video Games by Category: % Value Growth 2018-2023