Where Is The Next Trend In The Toy Industry?

As the younger generation becomes the main consumer of mothers and babies, they are slowly changing the market, and consumer demand presents a development trend of high quality, branding and individualization. As a result, more and more subdivided cutting-edge brands are emerging, such as building blocks, trendy toys, STEAM toys and other subdivided categories are also opportunities for latecomers.

Among them, building blocks have always been a popular category on major e-commerce platforms. According to relevant data, building blocks account for 16% of the entire toy market in China, with an output of about 13 billion, making it the category with the highest proportion in the toy market.

In the field of building blocks, although Lego has dominated the market for many years, "China Building Blocks" has also been actively seeking changes in the past two years, exploring new opportunities in the category, especially taking advantage of the trend of the country's boom and the boom in play, to create a young Popular trendy originals, IP co-branded building blocks, collection building blocks and other products, many brands have developed their own unique styles and achieved growth against the trend.

Compared with the strong educational properties of the building blocks, plush toys are somewhat "out of business", cute, companionship, soothing is its unique label, in the multiplied pressure of the adult world, plush toys are no longer exclusive to children, more and more young consumers become the main consumer of plush toys, young consumers seek more comfortable Young consumers are looking for more comfortable touch, more trendy design, more diverse IP and social play. Amazon data shows that plush toys are leading the growth of the toy category, with sales revenue up 32% from the beginning of 2022 to November. In addition, more interactive and fun intelligent toys also deserve market attention.