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 children 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 medium to showcase and sell toys and hobby-related items, especially in the U.S. market. Its unique features such as short videos, viral trends, and a vast user base provide an excellent opportunity for brands and merchants to reach a large audience and drive sales.

Category Market Overview

According to various authoritative sources, the Toys & Hobbies market in the U.S. 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 hobby-related activities among adults. Consumer demand has also been evolving, with a greater emphasis on innovative and educational toys, as well as collectibles in the hobbies segment. For instance, the demand for STEM Science, Technology, Engineering, and Math toys has been on the rise, as parents and educators recognize their value in enhancing children's learning. Additionally, the trend of adult collecting, whether it's action figures, board games, or model kits, has contributed to the market's dynamism.

Sales Situation of the Specific Category

On TikTok Shop in the U.S. during week 02 of 2025, the Toys & Hobbies category witnessed interesting sales patterns. The total GMV Gross Merchandise Volume for the week was $332.94 million, with a quarter-on-quarter growth rate of 5.61%. The sold count was 183,100, showing an 8.8% increase. Among the top-selling products, the "U.S. Civics Test Flash Cards Combo Set with Bilingual Booklet - English/Spanish" sold 5,706 units, generating a GMV of $51,300 with a remarkable GMV quarter-on-quarter growth of 108.37%. 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 3,048 units with a GMV of $59,800, although it had a -1.91% GMV qoq. The popularity of these products can be attributed to various factors. The flash cards likely appeal to those looking for educational toys or tools for language learning, especially in a bilingual context. The mochi squishy toys, on the other hand, target the market segment interested in stress relief toys and Valentine's Day-themed items, which are popular during this time of the year.

Brand Case Analysis of the Specific Category

Several brands and stores stood out in the Toys & Hobbies market on TikTok during this period. For example, POPMART US SHOP had a GMV of $167,800 with a -12.15% GMV qoq and sold 6,001 units. Their relatively high average price of $27.97 might indicate a focus on higher-end or collectible toys. Joyfy-US, on the other hand, had a GMV of $143,000 with a significant -55.87% GMV qoq and sold 6,447 units. Despite the decline, their large sold count could suggest a wide range of product offerings at more accessible price points. Winktoys Blocks World had an impressive GMV growth of 183.95% with a GMV of $91,000 and sold 2,542 units. Their success might be due to their focus on building block toys, which are always popular among children and hobbyists alike. The Op Games also had a remarkable GMV growth of 954.3% with a GMV of $44,500 and sold 2,035 units. This could be attributed to their unique game offerings that might have caught the attention of TikTok users and led to increased sales.

Conclusion

In summary, the Toys & Hobbies market on TikTok in the U.S. during week 02 of 2025 showed both opportunities and challenges. The overall market growth in terms of GMV and sold count indicates a healthy demand for toys and hobby-related products. However, some brands faced declines in GMV qoq, highlighting the need for continuous innovation and effective marketing strategies. For cross-border merchants, it is crucial to understand the market trends, such as the increasing demand for educational and stress relief toys, and align their product offerings accordingly. Looking ahead, we can expect the market to continue evolving, with more emphasis on digital marketing through TikTok and other platforms, as well as the introduction of new and innovative products to meet the changing consumer demands.