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Learn moreAug 2020
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COVID-19 has had a mixed impact on sales of traditional toys and games and video games in China. On the one hand, distribution through store-based retailers has been significantly disrupted by the nationwide lockdown, with shopping malls, non-grocery specialists and mixed retailers being forced to close during the quarantine period.
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.
Online gaming remained the main focus of video games in 2019 with sales being dominated by in-app purchases made through mobile and online games. Mobile games saw explosive growth over the review period as adults and children alike embraced the wide range of titles available from leading companies such as Tencent and NetEase, with consumers being willing to invest in in-app purchase to enhance their enjoyment of the games and to improve their chances of success.
In traditional toys and games, the big story in 2019 was the dynamic growth recorded by Pop Mart from Beijing PopMart Culture Creative Co Ltd. The brand was behind the rapid rise of the blind collectibles trend at the end of the review period, with consumers rushing to try and obtain limited editions and to complete their collections.
The measures taken to control COVID-19 are expected to have a negative impact on China’s economy and this is likely to have an influence on purchasing decisions over the forecast period. Despite this, traditional toys and games is expected to see stronger growth over the forecast period than was seen during the review period.
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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.
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This industry report originates from Passport, our Toys and Games market research database.
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.