Introduction

The Toys & Hobbies market has always held a significant place in the global consumer landscape. It caters to a wide range of ages and interests, from children's playthings to adult collectibles. With the rise of digital platforms, TikTok has emerged as a powerful medium to reach a vast audience in the US. Its unique features such as short videos and viral trends offer an excellent opportunity for brands and sellers in the Toys & Hobbies category to showcase their products and engage with potential customers.

Category Market Overview

According to recent data from authoritative sources, the Toys & Hobbies market in the US has been experiencing various trends. The market size has shown fluctuations, influenced by factors like changing consumer preferences, economic conditions, and emerging trends. Consumer demand in this category has been evolving, with a growing interest in educational toys, DIY kits, and unique collectibles. For instance, there has been an increased focus on toys that promote creativity and learning among children. Additionally, the popularity of certain hobby-related products, such as model building kits and art supplies, has also seen an upward trend.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, the Toys & Hobbies category had a Gross Merchandise Volume GMV of $180.31 million. However, it experienced a significant quarter-on-quarter QoQ decline of 42.9%. The total sold count was 94,500, with a QoQ decrease of 42.39%. The number of sold products was 7,954, and the number of sold shops was 2,749. There were 2,697 video bloggers involved. The average price of sold items was $19.08, and the sold count ratio was 0.85%.

Looking at the top-selling products, the "Luna Bean Hand Casting Kit - Valentines Day Gifts for Her Wife Him Men Husband, Engagement Gifts for Couples Anniversary Wedding Bridal Shower, Mom Kids Valentine’s Girlfriend Boyfriend Hand Molding" had a sold count of 3,448 and a GMV of $155,100, with a QoQ growth of 18.97%. The "Bear Building Block, Winktoys building block, Bear Toys, Birthday Gift, Educational, Boy, Girl, Trend Decoration, Cool Gifts" had 3,294 units sold and a GMV of $117,800, with a QoQ growth of 27.18%. On the other hand, products like 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" saw a significant QoQ decline in both sold count and GMV.

Brand Case Analysis of the Specific Category

Among the top-performing brands and stores in the Toys & Hobbies market on TikTok during this period, "Joyfy-US" had a GMV of $99,700 with a QoQ decline of 60.95%. They had 5,188 units sold, with 133 products in their inventory, 53 of which were sold. There were 248 video bloggers associated with their sales. The average price of their sold items was $19.21, and the sold count ratio was 5.53%.

"Luna Bean" had a GMV of $71,400 with a QoQ decline of 45.36%. They sold 1,589 units, had 4 products in their inventory, 3 of which were sold. There were 17 video bloggers involved, and the average price of their sold items was $44.93, with a sold count ratio of 3.96%.

"McKeanAndCo" stood out with a significant QoQ growth of 113.23% in GMV, reaching $49,600. They sold 406 units, had 12 products in their inventory, 8 of which were sold. There were only 3 video bloggers associated with their sales, and the average price of their sold items was $122.14, with a sold count ratio of 2.75%.

Conclusion

Overall, the Toys & Hobbies market on TikTok in the US during the analyzed week showed a mixed picture. While some products and brands experienced growth, the category as a whole faced a QoQ decline in GMV and sold count. For cross-border merchants, it is crucial to closely monitor these trends and adapt their strategies accordingly. They should focus on products that are in line with the evolving consumer demands, such as educational and DIY toys. Additionally, leveraging the power of video bloggers and creating engaging content can help increase brand visibility and drive sales. Looking ahead, the market is likely to continue evolving, with potential for growth in emerging niches within the Toys & Hobbies category.