After seeing a current value decline in 2020 due to COVID-19, traditional toys and games posted a strong rebound in China in 2021, recovering to the pre-pandemic level of sales. One of the main drivers of growth was the better control of COVID-19, which led to the resumption of business activities and activities outside the home.
The strongest growth rates in traditional toys and games in 2021 were seen by the largest category, construction, and by dolls and accessories. Construction posted robust growth due to its fun and stress-reduction (for adults) and educational properties (for children).
Traditional toys and games is a very fragmented category, with no brand or player accounting for a double-digit value share in 2021. Nevertheless, Lego maintained its strong lead, and continued to improve its share.
Despite the unfavourable demographic landscape in terms of the expected continued decline in the population aged 0-14, on a per household basis China still has a great deal of potential to grow in traditional toys and games. Spending remains far below that in Western countries, and also less than half that in other countries in Asia Pacific, such as Japan and South Korea.
Due to the zero-COVID policy in China, lockdown and isolation measures have been fluctuating in China by city. These measures isolate consumers from friends and family and make international travel almost impossible, which elevates loneliness and anxiety.
In the past, parents were more willing to spend on education for their children, rather than recreational items such as toys and games. However, parents’ perception of toys has gradually been changing along with the popularity of STEAM, as Chinese parents realise that toys can also be beneficial for their children’s education and development.
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Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See All of Our DefinitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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