Competitive Landscape
Pop Mart Leverages Omnichannel Execution and Proprietary Ip to Outpace Rivals
Traditional toys and games in China displayed a pattern of increased concentration at the top, with a clear shift towards stronger leadership by a small number of key players over the five-year period to 2025. This was evidenced by the rise in share held by Beijing PopMart Culture Creative Co Ltd, which reached 16% in 2025, up from 8% in 2024 and just 3% in 2020.
Proprietary Ip and Consumer Engagement Drive Share Gains
Kayou, following rapid expansion in 2024, recorded a moderation in growth in 2025 but remained one of the industry’s leading players, supported by the strong foundation established in previous years. Beyond the leading players, the market remained highly fragmented, with numerous small and local manufacturers, particularly in Chenghai, Guangdong, continuing to underpin the industry’s diverse supply structure.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in China?
- Which are the leading brands in Traditional Toys and Games in China?
- How are products distributed in Traditional 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?
Traditional Toys and Games in China - Category analysis
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
Toys and Games in China - Industry Overview
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
Country Reports Disclaimer
The following categories and subcategories are included:
Traditional 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
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 definitionsWhy 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 report originates from Passport, our Traditional Toys and Games research and analysis database.
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