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, TikTok has emerged as a powerful platform with unique advantages in the US market. Its vast user base and engaging content format have provided an excellent opportunity for the Toys & Hobbies market to thrive, allowing brands and merchants to showcase their products in creative and interactive ways.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Toys & Hobbies market in the US has been experiencing steady growth. The market size has been expanding, driven by increasing consumer demand for both traditional and innovative toys and hobby-related products. Consumers are not only looking for products that provide entertainment but also those that offer educational and skill-building opportunities. For example, there has been a notable rise in the demand for educational toys like flashcards and building blocks. Additionally, trends such as the popularity of DIY craft kits and collectible items have also contributed to the market's growth. The changing consumer preferences and the continuous introduction of new products have shaped the current market landscape.

Sales Situation of the Specific Category

On TikTok Shop in the US during the 06 week period 2025/02/09 - 2025/02/15, the Toys & Hobbies category showed diverse sales performance. The top-selling products included items like the CUTE STONE Play Sink with Running Water, which had a sold count of 1714 and a GMV of $51,400 with a remarkable GMV qoq growth of 686.24%. Another popular product was the Silent Basketball Set with a sold count of 1315 and a GMV of $22,800, experiencing a significant GMV qoq growth of 345.4%. The reasons behind their popularity could be attributed to their unique features and the engaging way they were presented on TikTok. For instance, the realistic play features of the play sink and the indoor training convenience of the silent basketball set appealed to consumers. The growth patterns suggest that products that offer both entertainment and practical use are gaining more traction on the platform.

Brand Case Analysis of the Specific Category

Several brands stood out in the Toys & Hobbies market on TikTok during this period. For example, POP MART USSHOP achieved a GMV of $202,900 with a GMV qoq growth of 44.14% and a sold count of 2124. Their success could be due to their strong brand image and the variety of trendy toys they offer. Winktoys Blocks World, on the other hand, had a GMV of $105,400 with a sold count of 2775, although it experienced a slight GMV qoq decline of -11.26%. Their focus on building block toys and engaging content related to it might have contributed to their sales. Luna Bean also had a notable presence with a GMV of $84,900 and a sold count of 2096, despite a significant GMV qoq decline of -45.34%. These brands' business activities on TikTok, such as creating engaging videos and collaborating with influencers, have had an impact on their sales and brand recognition within the US market.

Conclusion

Overall, the Toys & Hobbies market on TikTok in the US during the 06 week period showed a mix of growth and challenges. The top-selling products and successful brands indicate the importance of offering unique and engaging products, along with effective marketing strategies on the platform. For cross-border merchants, it is recommended to focus on understanding the US consumer preferences, leveraging TikTok's features to showcase products creatively, and collaborating with local influencers to increase brand awareness. Looking ahead, the market is likely to continue evolving with the introduction of new and innovative toys and hobbies products, and merchants need to stay updated and adaptable to these changes to succeed in this competitive landscape.