Introduction

The Classic & Novelty Toys market has always been an important part of the global consumer landscape. With the development of technology and the popularity of online platforms, the way consumers purchase toys has changed significantly. TikTok, as a leading social media platform in the US, offers unique advantages for promoting and selling Classic & Novelty Toys. Its huge user base and engaging video content provide excellent opportunities for toy brands and merchants to reach a wide audience and drive sales.

Category Market Overview

According to authoritative sources, the Classic & Novelty Toys market in the US has shown steady growth in recent years. The market size has been expanding, driven by factors such as increasing consumer demand for unique and educational toys, as well as the growing influence of online shopping. Consumers are now more inclined to explore and purchase novel toys online, and TikTok has emerged as a popular platform for this trend. The changes in consumer demand have also led to a diversification of product offerings, with a focus on toys that offer both entertainment and educational value.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the Classic & Novelty Toys category witnessed significant sales performance. The GMV Gross Merchandise Volume reached 1112.81 million US dollars, with a month-on-month growth rate GMV qoq of 6.2%. The sold count was 54.14 million, showing a growth rate of 7.05%. Several products stood out in the top-selling list.

For example, the "Montessori 13 Piece Kids Cooking Tools for Over 3 Year Od" had a sold count of 2.98 million and a GMV of 36.87 million US dollars, with a remarkable GMV qoq of 65.73%. The "Schylling NeeDoh Dream Drop - Sensory Toy with a Dreamy Smooth Squeeze" also had good sales, with 1.42 million units sold and a GMV of 7.07 million US dollars. The popularity of these products can be attributed to their unique features, such as the educational and sensory aspects of the cooking tools and the interesting texture of the sensory toy. They also benefited from effective marketing on TikTok, through engaging video content created by video bloggers.

Brand Case Analysis of the Specific Category

Several brands performed exceptionally well in the Classic & Novelty Toys market on TikTok in December.

POPMART US SHOP had a GMV of 78.64 million US dollars, although it experienced a -15.63% GMV qoq. They sold 2.46 million units, with an average price of 31.97 US dollars. Their product range and brand recognition likely contributed to their sales, despite the slight decline in growth. Joyfy-US, on the other hand, had a GMV of 59.65 million US dollars with a significant 86.54% GMV qoq growth. They sold 2.29 million units, with an average price of 26.07 US dollars. Their success may be due to effective marketing strategies and appealing product offerings that resonated with TikTok users.

Another notable brand is GobiDex Cubes, which had a GMV of 52.72 million US dollars and a -5.94% GMV qoq. They sold 6804 units, with a relatively high average price of 77.48 US dollars. Their focus on unique cube toys and targeted marketing on TikTok might have been factors in their performance.

Conclusion

Overall, the Classic & Novelty Toys market on TikTok in the US during December showed a mix of growth and challenges. The positive growth in GMV and sold count indicates the potential of this market segment. However, some brands faced declines in growth rates, highlighting the need for continuous innovation and effective marketing strategies.

For cross-border merchants, it is recommended to focus on product uniqueness and educational value to attract consumers. Leveraging the power of TikTok's video content by collaborating with video bloggers can significantly boost product visibility and sales. Looking ahead, the market is expected to continue evolving, with an increasing emphasis on digital marketing and the introduction of more innovative toy products.