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Toys and Games in China
July 2022
Toys and games in 2021: The big picture
Toys and games registered high single-digit current value growth in 2021, driven by the recovery of business activities, offline traffic, and consumers’ demand for entertainment amongst COVID-19 uncertainties. However, consumers’ adaption to the “new normal” directed traditional toys and games and video games down slightly different paths in 2021.
2021 key trends
One of the notable factors impacting toys and games in 2021 was government policies. A new stringent regulation to limit the time spent on video games (and therefore spending) by minors was a threat to growth for video games, as games companies can now only provide online game services to minors for one hour every Friday, Saturday and Sunday, in addition to holidays.
Competitive landscape
The leading companies consolidated their leadership in 2021, with Tencent and NetEase together accounting for half of value sales in overall toys and games in 2021, due to their dominance of video games. In addition, some local disruptors have set foot in the market and are quickly climbing up the ladder in video games, stealing share from medium-sized companies.
Retailing developments
Despite already accounting for a significant proportion of sales, e-commerce witnessed a significant rise in its distribution value share in 2020 due to disruption to offline channels. As the share of e-commerce was already very high, this shift was most significant in traditional toys and games, with consumers having to turn to the online space to purchase.
What next for toys and games?
China still has a great deal of potential for growth in toys and games in the longer term. This will be driven by returning consumer confidence in the economy and thus disposable incomes.
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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
EXECUTIVE SUMMARY
Toys and games in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for toys and games?
MARKET DATA
Table 1 Sales of Toys and Games by Category: Value 2016-2021Table 2 Sales of Toys and Games by Category: % Value Growth 2016-2021Table 3 NBO Company Shares of Toys and Games: % Value 2017-2021Table 4 LBN Brand Shares of Toys and Games: % Value 2018-2021Table 5 Distribution of Toys and Games by Format: % Value 2016-2021Table 6 Forecast Sales of Toys and Games by Category: Value 2021-2026Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Traditional Toys and Games in China
KEY DATA FINDINGS
2021 DEVELOPMENTS
Strong recovery for traditional toys and games in 2021
Dolls and accessories and construction the biggest contributors to growth
Lego continues to lead, while Pop Mart maintains rapid growth
PROSPECTS AND OPPORTUNITIES
Huge unmet potential, but a new COVID-19 wave casts a shadow on traditional toys and games
Nostalgia marketing a key strategy to target kidults
Evolving perception of toys that educate creates opportunities
CATEGORY DATA
Table 8 Sales of Traditional Toys and Games by Category: Value 2016-2021Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2016-2021Table 10 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2016-2021Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2017-2021Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2018-2021Table 13 Distribution of Traditional Toys and Games by Format: % Value 2016-2021Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2021-2026Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2021-2026Table 16 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2021-2026
Video Games in China
KEY DATA FINDINGS
2021 DEVELOPMENTS
Stable growth underpinned by mobile games
Sales of consoles disrupted by supply shortages
ByteDance further expands against Tencent and NetEase’s dominance
PROSPECTS AND OPPORTUNITIES
Promising outlook for AR/VR headsets
Prolonging the life cycle of well-known titles and going overseas remain strategic priorities for growth
Cloud gaming set to see further advances
CATEGORY DATA
Table 17 Sales of Video Games by Category: Value 2016-2021Table 18 Sales of Video Games by Category: % Value Growth 2016-2021Table 19 NBO Company Shares of Video Games: % Value 2017-2021Table 20 LBN Brand Shares of Video Games: % Value 2018-2021Table 21 NBO Company Shares of Video Games Hardware: % Value 2017-2021Table 22 LBN Brand Shares of Video Games Hardware: % Value 2018-2021Table 23 NBO Company Shares of Video Games Software: % Value 2017-2021Table 24 Distribution of Video Games by Format: % Value 2016-2021Table 25 Distribution of Video Games Hardware by Format: % Value 2016-2021Table 26 Distribution of Video Games Software by Format: % Value 2016-2021Table 27 Distribution of Video Games Software (Physical) by Format: % Value 2016-2021Table 28 Distribution of Video Games Software (Digital) by Format: % Value 2016-2021Table 29 Forecast Sales of Video Games by Category: Value 2021-2026Table 30 Forecast Sales of Video Games by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Toys and Games
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
Hand-Held Consoles
Static Consoles
AR/VR Headsets
Computer Games (Physical)
Console Games (Physical)
Computer Games (Digital)
Console Games (Digital)
Online Games
Mobile Games
Console Games (Physical)
Console Games (Digital)
Computer Games (Physical)
Computer Games (Digital)
Online Games
Mobile Games
Computer Games (Game Sales)
Console Games (Game Sales)
Online Games (Game Sales)
Mobile Games (Game Sales)
Computer Games (In-Game Purchases)
Console Games (In-Game Purchases)
Online Games (In-Game Purchases)
Mobile Games (In-Game Purchases)
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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