Introduction

In the global consumer landscape, the Educational Toys market has been gaining significant importance. Parents and educators are increasingly recognizing the value of toys that not only entertain but also educate children. This trend has led to a growing demand for a wide variety of educational toys. TikTok, with its massive user base and engaging content format, has emerged as a unique platform in the U.S. It provides an excellent opportunity for brands and merchants to showcase their educational toys to a vast audience, leveraging its visual and interactive features to capture the attention of potential customers.

Category Market Overview

According to recent data and information from authoritative sources, the Educational Toys market in the U.S. has been experiencing steady growth. The market size has been expanding as more parents are willing to invest in toys that can enhance their children's learning experiences. Consumer demand has shifted towards toys that offer educational value in areas such as language learning, math skills, and social-emotional development. For instance, bilingual toys and those focused on STEM Science, Technology, Engineering, and Math concepts have become increasingly popular. This growth trend is expected to continue as the importance of early childhood education is further emphasized.

Sales Situation of the Specific Category

On TikTok Shop in the U.S. during the week of 2025/01/05 - 2025/01/11, the Educational Toys category showed promising sales performance. The total GMV Gross Merchandise Volume reached $241,900, with a significant quarter-on-quarter growth rate of 20.1%. The sold count was 16,400, also showing a growth rate of 17.99% compared to the previous period. Among the top-selling products, the "U.S. Civics Test Flash Cards Combo Set with Bilingual Booklet - English/Spanish" had a sold count of 2,501 and a GMV of $24,600, with a GMV qoq quarter-on-quarter growth of 31.99%. Another popular product, the "Interactive Talking Flash Cards Toy for Toddlers and Preschoolers - Bilingual English & Spanish Language Learning Set", had a sold count of 2,558 and a GMV of $15,300, with a GMV qoq of 89.97%. These products' popularity can be attributed to their educational value, appealing to parents who want to introduce language learning to their young children in an engaging way. The variety of educational aspects covered by different toys, such as math with the "JoyCat Math Fidget Toy" and social-emotional learning with the "Feelings and Emotions Book for Young learners", also contributed to the overall sales growth as they catered to different educational needs of consumers.

Brand Case Analysis of the Specific Category

Several brands stood out in the Educational Toys market on TikTok during the specified week. For example, Torlam had a GMV of $37,100 with a GMV qoq of 83.75% and a sold count of 1,487. Their success could be attributed to their product offerings that likely resonated with the target audience. JoyCat Shop also had a notable performance with a GMV of $28,900 and a GMV qoq of 79.93%, selling 1,487 units. Brands like JM Cube Art with a GMV of $24,600 GMV qoq of 31.99% and TKTSP INC with a GMV of $1,550,000 GMV qoq of 89.5% also contributed significantly to the market. These brands likely employed various strategies such as creating engaging video content featuring their products, collaborating with video bloggers to increase visibility, and highlighting the educational benefits of their toys. For instance, by showing how their toys can make learning fun and interactive, they were able to attract customers on TikTok's platform.

Conclusion

Overall, the Educational Toys market on TikTok in the U.S. during the week of 2025/01/05 - 2025/01/11 showed positive trends. The growth in GMV and sold count indicates a healthy market with increasing consumer interest. For cross-border merchants, it is advisable to focus on product quality and educational value, as these are key factors driving sales. Collaborating with popular video bloggers can also enhance brand visibility. Looking ahead, the market is expected to continue growing as the demand for educational toys remains strong. Merchants should stay updated on emerging educational trends and adapt their product offerings accordingly to stay competitive in this dynamic market.