Toy Market Industry Analysis to 2022: Changing Audience Groups? What Does It Mean to Transition from Children to Adults?

Data from an NPD survey in the UK shows that the number of adults buying toys for themselves has increased by 65% since 2012. The reason why toys are becoming increasingly popular among adults is that adults are not buying toys, but "pleasure".

At the same time, with the change in educational philosophy and consumer attitudes, even parents tend to favor educational, handicraft and science education toys when buying toy products for their children.

On one side are parents who are willing to spend money and the growing market demand, and on the other side is to cater to the consumer needs of adults and continue to develop and innovate the play of the segmentation track, the toy market scale continues to break upward, many segments have ushered in a new explosion.

Below, we will discuss with you in conjunction with actual e-commerce data.

Compared to the past, today's toy market landscape has changed significantly. In terms of market share, early education / smart toys, building blocks, puzzles, tide play / animation, painting / DIY and outdoor toys are sales TOP5 categories. As you can see, the share of these categories in the top corresponds exactly to the mainstream trend of the current toy market. Among them, there is no shortage of adult audience in block puzzle, trendy play / animation and DIY toys.In terms of demand from the parent side, toy products that combine education with fun and play are highly sought after. In the early education / intelligent toys, magnetic map, telescope, microscope, intelligent robot dog, etc. are long-term hot-selling goods. In the first half of this year, the cumulative sales of this market segment exceeded 8.7 million pieces, with sales of over 900 million yuan, an increase of about 13% compared with last year.