Introduction

The Toys & Hobbies market has always held a significant place in the global consumer landscape. It caters to a wide range of ages, from kids to adults, offering products that bring joy, entertainment, and educational value. In recent years, with the rise of digital platforms, TikTok has emerged as a powerful tool for promoting and selling products in this category, especially in the US market. Its unique features such as short videos, viral trends, and a highly engaged user base provide an excellent opportunity for brands and merchants to showcase their Toys & Hobbies offerings and reach a vast audience.

Category Market Overview

According to various authoritative sources, the Toys & Hobbies market in the US has been experiencing steady growth. The market size has been expanding, driven by factors like increasing disposable income, a growing focus on children's development through play, and the popularity of collectibles among adults. Consumer demand has also been evolving, with a greater emphasis on innovative and interactive toys, as well as hobbies that offer a sense of relaxation and creativity. For instance, there has been a surge in the demand for educational toys that combine learning with fun, and for hobby-related products like crafting kits and model building sets.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the Toys & Hobbies category had a GMV of $315.27 million. However, it experienced a significant quarter-on-quarter decline of -67.25%. The sold count was 168,300, with a -23.09% qoq change. The average price of the sold products was $18.73, and the sold count ratio was 1.36%.

Looking at the top-selling products, the "30Pcs Cosmic Realm Valentine Slime with Scratch-Off Cards and Galaxy Balls for Kids Classroom Exchange Gift / 28Pcs Heart-Shaped Cosmic Realm Valentines Slime with Kids Valentines Cards 2025 Valentine Exchange Cards" had a sold count of 3,941 and a GMV of $117,400 with a 61.15% qoq growth. Another popular product, "28Pcs Kids Valentines Cards Mochi squishy Toys with Glow-in-The-Dark / Glitter Mochi / Animal Mochi Squishy Stress Relief Classroom Exchange Prizes Valentine Party Favor Toy 2025 Valentine Exchange Cards", sold 3,644 units with a GMV of $60,900 and an impressive 869.95% qoq growth. These products' popularity could be attributed to their timely Valentine's Day theme, appealing to both kids and those looking for party favors or exchange gifts.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the Toys & Hobbies market on TikTok in the US during this period was Joyfy-US. It had a GMV of $324,100 with a 124.28% qoq growth, selling 13,600 units. Their success might be due to their effective marketing strategies on TikTok, leveraging engaging videos to showcase their products. Another notable brand was POPMART US SHOP, with a GMV of $191,000 and a 48.83% qoq growth, selling 6,686 units. They likely benefit from their established brand reputation and unique product offerings.

Schylling - NeeDoh, Lava, LPS also performed well, achieving a GMV of $52,100 with a 501.17% qoq growth, selling 7,645 units. Their focus on sensory toys like the "Schylling NeeDoh Nice Cube - Best-Selling Sensory Toy with a Super Solid Squish - Always Returns to its Square Shape - One Random Color" which sold 3,116 units, might have contributed to their success. These brands' activities on TikTok have not only increased their sales but also enhanced their influence within the US market.

Conclusion

Overall, the Toys & Hobbies market on TikTok in the US during the analyzed week had a mixed performance. While some products and brands experienced significant growth, the category as a whole faced a qoq decline in GMV. For cross-border merchants, it is crucial to focus on product innovation and timely marketing campaigns, especially around holidays and special occasions like Valentine's Day. They should also leverage TikTok's features to create engaging content that showcases their products' unique features. Looking ahead, the market is likely to continue evolving, with an increasing demand for products that offer both entertainment and educational value, and for brands that can build a strong online presence through platforms like TikTok.