Introduction

In the global consumer landscape, the Classic & Novelty Toys market holds significant importance. It caters to the entertainment and developmental needs of consumers of all ages. With the rise of digital platforms, TikTok has emerged as a powerful medium in the US, offering unique advantages for promoting and selling toys. Its vast user base and engaging video format provide an excellent opportunity for toy brands and sellers to showcase their products and reach a wide audience.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Classic & Novelty Toys market in the US has been experiencing dynamic changes. The market size has shown fluctuations, influenced by various factors such as consumer preferences, economic conditions, and emerging trends. In recent times, there has been a growing trend towards toys that offer both entertainment and educational value. Consumer demand has also been shifting towards more innovative and unique toy designs. For example, toys with advanced technological features or those inspired by popular culture have gained significant popularity.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/12 - 2025/01/18, the sales performance of Classic & Novelty Toys presented an interesting picture. The GMV Gross Merchandise Volume for this category was $104.11 million, with a quarter-on-quarter QoQ decrease of 5.51%. The sold count was 50,500, showing a QoQ decrease of 5.15%. Among the top-selling products, the "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" had a sold count of 3,048 and a GMV of $59,800 with a QoQ decrease of 1.91%. Another popular product, "Bear Building Block, Winktoys building block, Bear Toys, Birthday Gift, Educational, Boy, Girl, Trend Decoration, Cool Gifts" had a sold count of 2,491 and a GMV of $89,100 with a remarkable QoQ increase of 179.26%. The popularity of these products can be attributed to their unique features, such as stress relief functionality in the case of the mochi squishy toys and the educational and decorative aspects of the building blocks.

Brand Case Analysis of the Specific Category

Several brands and stores performed well in the Classic & Novelty Toys market on TikTok during the specified week. For instance, POPMART US SHOP had a GMV of $165,800 with a QoQ decrease of 12.34% and a sold count of 5,965. Their strategy might involve leveraging their brand recognition and offering a diverse range of trendy toys. Joyfy-US, on the other hand, had a GMV of $137,700 with a significant QoQ decrease of 56.8% and a sold count of 6,248. Winktoys Blocks World stood out with a GMV of $91,000 and a remarkable QoQ increase of 183.95% along with a sold count of 2,542. Their success could be due to their focus on specific types of building block toys that have gained popularity. Each of these brands employs different strategies, whether it's through product variety, brand marketing, or targeting specific consumer segments.

Conclusion

Overall, the Classic & Novelty Toys market on TikTok in the US during the week of 2025/01/12 - 2025/01/18 showed a mix of trends. While some products and brands experienced growth, others faced declines. For cross-border merchants, it is advisable to closely monitor consumer trends and focus on products with unique features and high demand. Future market development trends may see a continued emphasis on innovative and educational toys. Merchants should also consider leveraging TikTok's marketing capabilities to enhance their brand visibility and drive sales.