Introduction

The Classic & Novelty Toys market has always held a significant place in the global consumer landscape. With the increasing digitalization of shopping behaviors, platforms like TikTok have emerged as powerful tools for promoting and selling toys. In the US, TikTok's unique reach and engaging content format offer distinct advantages for toy brands and sellers to connect with a vast and diverse audience, especially in the realm of Classic & Novelty Toys.

Category Market Overview

According to recent data from authoritative sources, the Classic & Novelty Toys market in the US has been experiencing steady growth. The market size has been expanding, driven by factors such as increasing disposable income, a growing focus on children's entertainment and education, and the continuous innovation in toy designs. Consumer demand has also been evolving, with a greater preference for toys that offer both fun and educational value. For instance, toys that promote creativity, problem-solving, and social interaction have become highly sought after.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the Classic & Novelty Toys category witnessed notable sales performance. The GMV Gross Merchandise Volume reached $110.17 million, with a quarter-on-quarter growth rate QOQ of 8.66%. The sold count was 53,300, showing a significant QOQ growth of 21.55%. Among the top-selling products were items like "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", which had a sold count of 3,941 and a GMV of $117,400 with a QOQ growth of 61.15%. Another popular product was "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" with 3,644 units sold and a GMV of $60,900, experiencing an astonishing QOQ growth of 869.95%. These products' popularity can be attributed to their novelty, appeal during the Valentine's Day season, and their ability to provide stress relief and entertainment for kids.

Brand Case Analysis of the Specific Category

Several brands stood out in the Classic & Novelty Toys market on TikTok during the analyzed week. For example, Joyfy-US achieved a GMV of $318,700 with a QOQ growth of 128.55% and a sold count of 13,300. Their success could be due to their effective marketing strategies on TikTok, perhaps leveraging engaging video content and collaborations with popular video bloggers. POPMART US SHOP also had a strong performance with a GMV of $189,200 and a QOQ growth of 57.91%, selling 6,666 units. They likely benefit from their established brand reputation and unique product offerings. On the other hand, Schylling - NeeDoh, Lava, LPS had a GMV of $52,100 with a remarkable QOQ growth of 501.17% and a sold count of 7,645. 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.

Conclusion

Overall, the Classic & Novelty Toys market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed promising trends. The growth in GMV and sold count indicates a healthy market environment. For cross-border merchants, it is advisable to focus on product innovation, leveraging seasonal and trending themes like Valentine's Day, and collaborating with popular video bloggers to increase brand visibility. Looking ahead, we can expect the market to continue to evolve, with an increasing emphasis on digital marketing strategies and the introduction of more unique and educational toy products.