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Country Report

Toys and Games in

Toys and Games in China

May 2021

US$2,100

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Executive Summary

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COVID-19 impact on toys and games

COVID-19 has had a mixed impact on the toys and games industry. The traffic slump in offline channels led value sales of traditional toys and games to fall in 2020.

COVID-19 country impact

There was a strict lockdown in Hubei province in China from 23 January to 8 April, while other provinces imposed different social distancing policies and partial lockdowns. Movement in and out of the worst-hit provinces was banned until 4 February, with 14 days quarantine required for those moving between provinces.

Company response

Tencent Holdings, NetEase, and LEGO still lead toys and games in China. For traditional toys and games, the competitive landscape has not seen dramatic changes.

Retailing shift

A retailing shift has mostly been seen in traditional toys and games. E-commerce witnessed a significant rise in share in 2020 due to offline channel disruption, with consumers having to turn to the online space to buy traditional toys and games.

What next for toys and games?

Over the forecast period, toys and games is expected to bounce back and post healthy growth, with resumed distribution and economic recovery. For traditional toys and games, the development of entertainment contents and licensing activities are expected to see rejuvenation and thus drive the healthy growth of relevant traditional toys and games, especially action figures and accessories.

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Toys and Games Sample Report Toys and Games Sample Data

Overview

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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.

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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.

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Toys and Games in China

EXECUTIVE SUMMARY

COVID-19 impact on toys and games

COVID-19 country impact

Company response

Retailing shift

What next for toys and games?

MARKET DATA

Table 1 Sales of Toys and Games by Category: Value 2015-2020
Table 2 Sales of Toys and Games by Category: % Value Growth 2015-2020
Table 3 NBO Company Shares of Toys and Games: % Value 2016-2020
Table 4 LBN Brand Shares of Toys and Games: % Value 2017-2020
Table 5 Distribution of Toys and Games by Format: % Value 2015-2020
Table 6 Forecast Sales of Toys and Games by Category: Value 2020-2025
Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Traditional Toys and Games in China

KEY DATA FINDINGS

2020 IMPACT

‘Hometainment’ benefits construction toys despite marked downturn

Blind collectibles continue to stand out

E-commerce rises expeditiously with new ways to engage consumers

RECOVERY AND OPPORTUNITIES

Licensed products expected to drive strong recovery

Blind collectibles’ potential to be explored in low tier cities

More offline stores looking to engage consumers in the face of e-commerce threat

CATEGORY DATA

Table 8 Sales of Traditional Toys and Games by Category: Value 2015-2020
Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2015-2020
Table 10 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2015-2020
Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2016-2020
Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2017-2020
Table 13 Distribution of Traditional Toys and Games by Format: % Value 2015-2020
Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2020-2025
Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2020-2025
Table 16 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2020-2025

Video Games in China

KEY DATA FINDINGS

2020 IMPACT

COVID-19 a catalyst behind further growth in video games expenditure

Newcomers in the house challenge incumbents

E-sports continues positive momentum, but game sales still rule

RECOVERY AND OPPORTUNITIES

Snowballing prospect for video games

Opportunities and threats faced by Tencent Holdings

Cloud gaming: An allure in the far distance

CATEGORY DATA

Table 17 Sales of Video Games by Category: Value 2015-2020
Table 18 Sales of Video Games by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Video Games: % Value 2016-2020
Table 20 LBN Brand Shares of Video Games: % Value 2017-2020
Table 21 NBO Company Shares of Video Games Hardware: % Value 2016-2020
Table 22 LBN Brand Shares of Video Games Hardware: % Value 2017-2020
Table 23 NBO Company Shares of Video Games Software: % Value 2016-2020
Table 24 Distribution of Video Games by Format: % Value 2015-2020
Table 25 Distribution of Video Games Hardware by Format: % Value 2015-2020
Table 26 Distribution of Video Games Software by Format: % Value 2015-2020
Table 27 Distribution of Video Games Software (Physical) by Format: % Value 2015-2020
Table 28 Distribution of Video Games Software (Digital) by Format: % Value 2015-2020
Table 29 Forecast Sales of Video Games by Category: Value 2020-2025
Table 30 Forecast Sales of Video Games by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Toys and Games in China

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on toys and games

COVID-19 country impact

Company response

Retailing shift

What next for toys and games?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Toys and Games in China

EXECUTIVE SUMMARY

COVID-19 impact on toys and games

COVID-19 country impact

Company response

Retailing shift

What next for toys and games?

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Traditional Toys and Games in China

KEY DATA FINDINGS

2020 IMPACT

‘Hometainment’ benefits construction toys despite marked downturn

Blind collectibles continue to stand out

E-commerce rises expeditiously with new ways to engage consumers

RECOVERY AND OPPORTUNITIES

Licensed products expected to drive strong recovery

Blind collectibles’ potential to be explored in low tier cities

More offline stores looking to engage consumers in the face of e-commerce threat

CATEGORY DATA

Video Games in China

KEY DATA FINDINGS

2020 IMPACT

COVID-19 a catalyst behind further growth in video games expenditure

Newcomers in the house challenge incumbents

E-sports continues positive momentum, but game sales still rule

RECOVERY AND OPPORTUNITIES

Snowballing prospect for video games

Opportunities and threats faced by Tencent Holdings

Cloud gaming: An allure in the far distance

CATEGORY DATA

Why buy this report?

Want to find out more about this report?

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