2025 Developments
Toys and games in China recorded solid value growth in 2025, driven by the strong performance of traditional toys and games and rising demand for premium, collectible and IP-led products. While video games remained the largest segment by value, traditional toys and games delivered the strongest growth, supported by blind-box collectibles, trading cards and premium construction sets that resonated with collectors, gift buyers and other high-value consumer groups. Product development increasingly centred on intellectual property, collectability and engagement-driven experiences, while compliance requirements played a growing role in shaping product design and launch strategies. Brands expanded collector-focused portfolios through blind-box ranges, trading cards, licensed construction products and major mobile game launches, reflecting a growing emphasis on differentiation, quality and long-term consumer engagement. The competitive landscape became more concentrated as Tencent Holdings Ltd and NetEase Inc maintained leadership through mobile and online gaming, while Pop Mart and Kayou reshaped brand rankings through collectibles and IP-led products. Retail e-commerce continued to dominate distribution, supported by live-commerce and digital platforms, while experiential retail concepts remained important for discovery and engagement in traditional toys and games. Looking ahead, growth is expected to be increasingly supported by adult collectors, strong intellectual property portfolios and premium positioning as companies adapt to regulatory and demographic pressures.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in China?
- Which are the leading brands in Toys and Games in China?
- How are products distributed in Toys and Games in China?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in China?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in China
2025 Developments
Key Data Insights
Traditional Toys and Games Outpace Video Games as Premium Demand Accelerates
Collector Demand Reshapes Brand Rankings and Value Creation
Compliance and Channel Divergence Redefine Go-To-Market Strategies
Adult Collectors and Ip Brands Are Expected to Drive Future Value Growth
Compliance Requirements Are Expected to Play a Greater Role in Product Development
Premiumisation Is Expected to Support Resilience Amid Demographic Pressures
Pop Mart and Kayou Reshape Brand Rankings as Collectibles Gain Scale
Tencent and Netease Maintain Leadership through Mobile and Online Gaming
Retail E-Commerce Extends Its Lead as Offline Retail Plays a Supporting Role
Live-Commerce and Experiential Retail Strengthen Consumer Engagement
Collector Demand Shifts Product Development Towards Ip and Engagement
Blind-Box Collectibles, Trading Cards and Mobile Launches Set the Pace
Long-Term Engagement Becomes the Foundation of Value Creation
Traditional Toys and Games in China
Key Data Insights
Traditional Toys and Games Summary
Kidult Consumers Reshape Growth in Traditional Toys and Games
Collectability, Nostalgia and Cultural Narratives Reinforce Premium Positioning
Emotional Value Becomes a Key Differentiator in Toy Purchases
Kidult Consumers Are Set to Define Future Growth Opportunities
Ai-Enabled Toys Are Expected to Create New Innovation Opportunities
Intellectual Property Is Set to Become the Industry’S Key Strategic Asset
Pop Mart Leverages Omnichannel Execution and Proprietary Ip to Outpace Rivals
Proprietary Ip and Consumer Engagement Drive Share Gains
Experiential Retail Concepts Help Offline Channels Retain Relevance
Douyin and Livestream Commerce Accelerate E-Commerce Growth
Sensory Design and Cultural Authenticity Become the New Frontiers of Toy Innovation
Blokees, Pop Mart and Wentongzi Demonstrate Distinct Paths to Premium Product Development
Culturally Grounded Products and Omnichannel Distribution Amplify Commercial Returns
Video Games in China
Key Data Insights
Video Games Summary
Tencent Drives Engagement as Digital Libraries Eclipse Physical Sales
Live-Service Franchises Sustain Software Dominance
Publishers Refine Mobile Engagement to Drive Spending Efficiency
Publishers Are Expected to Balance Domestic Engagement with Overseas Expansion
Software Is Set to Consolidate Its Dominance over Hardware
Ai and Compliance Are Expected to Reshape Monetisation and Retention Strategies
Tencent Maintains Leadership as Netease Continues to Gain Share
Mobile-First Franchises Continue to Outperform Hardware-Focused Players
Digital Distribution Leaves Store-Based Retail on the Margins
Digital Storefronts and Platform Ecosystems Shape Channel Development
Ai Personalisation and Regulatory Discipline Reshape Innovation
Valorant Mobile and Where Winds Meet Demonstrate the Power of Mobile-First Launches
Continuous Engagement Becomes the Primary Source of Value Creation
Country Reports Disclaimer
The following categories and subcategories are included:
Toys and Games
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- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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