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. With the rise of digital platforms, TikTok has emerged as a powerful force in promoting and selling products in this category, especially in the US market. Its unique features such as short videos, engaging content, and wide user base provide an excellent opportunity for brands and merchants to showcase their Toys & Hobbies products and reach a large audience.

Category Market Overview

According to various authoritative sources, the Toys & Hobbies market in the US has been experiencing steady growth in recent years. The market size has been expanding, driven by factors such as increasing disposable income, a growing focus on child 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 accomplishment and relaxation. For example, there has been a surge in 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 showed interesting sales performance. The total GMV Gross Merchandise Volume for the week was $315.27 million. However, it experienced a significant quarter-on-quarter QoQ decline of -67.25%. The sold count was 168,300, with a QoQ decrease of -23.09%. Despite these declines, there were some top-selling products that drove the category's performance.

The product "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 remarkable GMV QoQ growth of 61.15%. 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 and had a GMV of $60,900, with an astonishing GMV QoQ growth of 869.95%. These products' popularity could be attributed to their timely Valentine's Day theme, appealing to both kids and those looking for unique party favors or exchange gifts.

Brand Case Analysis of the Specific Category

Several brands stood out in the Toys & Hobbies market on TikTok during the analyzed week.

Joyfy-US had a GMV of $324,100 with a QoQ growth of 124.28% and a sold count of 13,600. Their success could be due to their effective marketing strategies on TikTok, perhaps leveraging engaging video content to showcase their products. POPMART US SHOP also had a notable performance with a GMV of $191,000 and a QoQ growth of 48.83%, selling 6,686 units. They likely benefit from their established brand reputation and the appeal of their unique collectible toys.

Schylling - NeeDoh, Lava, LPS had a GMV of $52,100 with an impressive GMV 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 and contributed significantly to their overall performance, might be the key to their success on TikTok.

Conclusion

Overall, the Toys & Hobbies market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 had its ups and downs. While the category faced a decline in overall GMV and sold count QoQ, there were still individual products and brands that managed to achieve significant growth. For cross-border merchants, it is crucial to focus on product innovation, leveraging timely themes like holidays, and creating engaging TikTok content to showcase their products. Looking ahead, the market is likely to continue evolving, with potential growth opportunities in areas such as educational toys and hobby-related products that offer unique experiences. Merchants should stay attuned to these trends and adapt their strategies accordingly to succeed in the competitive TikTok Toys & Hobbies market.