Introduction

The Classic & Novelty Toys market has always held a significant place in the global consumer landscape. With the increasing popularity of digital platforms, TikTok has emerged as a powerful medium to reach a vast audience, especially in the US. Its unique features such as short videos, engaging content, and wide user base offer distinct advantages for promoting and selling toys. This article will analyze the Classic & Novelty Toys market on TikTok in the US, providing valuable insights for both merchants and enthusiasts.

Category Market Overview

According to recent data from authoritative sources, the Classic & Novelty Toys 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 in toy design and functionality. Growth trends have been uneven, with some periods of rapid expansion followed by slower phases. Consumer demand for classic toys like building blocks and novelty items such as unique stress relief toys has been evolving. There is an increasing preference for toys that offer both entertainment and educational value, as well as those with trendy designs that appeal to different age groups.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, the sales performance of Classic & Novelty Toys presented a mixed picture. The overall GMV Gross Merchandise Volume for this category was $514,400, with a significant quarter-on-quarter QoQ decline of -45.64%. The sold count was 25,800, also showing a QoQ decrease of -42.25%. However, some products managed to stand out.

The top-selling product was the "Bear Building Block, Winktoys building block, Bear Toys, Birthday Gift, Educational, Boy, Girl, Trend Decoration, Cool Gifts" with a sold count of 3,294 and a GMV of $117,800, achieving a QoQ growth of 27.18%. Another popular item was 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" with 2,386 units sold and a GMV of $39,500, though it had a QoQ decline of -66.89%.

The popularity of these products can be attributed to various factors. The bear building blocks likely appeal due to their versatility as both a fun toy and an educational tool, suitable for different genders and occasions. The Valentine's Day-themed mochi squishy toys target the seasonal market, but their decline in sales might be due to increased competition or changing consumer preferences closer to the holiday.

Brand Case Analysis of the Specific Category

Several brands and stores performed well in the Classic & Novelty Toys market on TikTok in the US during the analyzed week.

Joyfy-US had a GMV of $91,700 with a QoQ decline of -61.1% and a sold count of 4,826. Their average price was $19.00, and they had a sold count ratio of 17.83%. Despite the decline, they still managed to maintain a significant presence in the market, possibly due to their wide range of products or established customer base.

POP MART USSHOP had a GMV of $66,000 with a QoQ decline of -57.63% and a sold count of 1,108. Their average price was $59.57 and sold count ratio of 12.83%. POP MART is known for its trendy and collectible toys, and their performance might be affected by market saturation or changing trends in the collectibles segment.

Winktoys Blocks World had a GMV of $55,500 with a QoQ decline of -40.6% and a sold count of 1,552. With an average price of $35.79 and a sold count ratio of 10.8%, they seem to have a niche focus on building block toys, which could explain their relatively stable performance compared to some others.

Conclusion

Overall, the Classic & Novelty Toys market on TikTok in the US during the week of 2025/02/02 - 2025/02/08 showed a challenging sales environment with significant QoQ declines in GMV and sold count. However, certain products and brands still managed to perform relatively well.

For cross-border merchants, it is advisable to focus on products that offer unique value, such as those with educational or trendy features. They should also closely monitor market trends and consumer preferences to adjust their product offerings accordingly. Looking ahead, the market is likely to continue evolving, with potential for growth in areas such as toys that combine technology and traditional play, as well as those that target specific niches or occasions.