Introduction

The educational toys market has been gaining significant importance in the global consumer landscape. With the increasing focus on children's education and development, parents are constantly seeking engaging and educational toys. TikTok, especially in the U.S., has emerged as a powerful platform with unique advantages. It provides a vast reach to a diverse audience, allowing brands and merchants to showcase their educational toys in an engaging and interactive manner, thereby capturing the attention of potential customers.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the educational toys market in the U.S. has been experiencing steady growth. The market size has been expanding as more parents recognize the value of educational toys in their children's learning process. Consumer demand has also been evolving, with a greater preference for toys that offer a combination of fun and educational value. For instance, toys that teach languages, math, or other skills are becoming increasingly popular. This trend is further fueled by the digital age, where interactive and technology-integrated toys are highly sought after.

Sales Situation of the Specific Category

On TikTok Shop in the U.S. during the 06 week period of 2025/02/09 - 2025/02/15, the sales performance of educational toys showed interesting patterns. The top-selling products included items like the "U.S. Civics Test Flash Cards Combo Set with Bilingual Booklet - English/Spanish" with 1700 units sold, generating a GMV of $1.15 million, though it experienced a -16.69% GMV qoq. Another popular product was the "English & Spanish Bilingual Talking Flash Cards Toy for Kids with 224 Sight Words - Educational Language Learning Toy" which sold 1523 units and had a GMV of $9122.77 with an 11.82% GMV qoq growth. The popularity of these products can be attributed to their ability to combine learning with entertainment. They offer children an engaging way to learn languages or other skills, which is highly appealing to parents. The growth patterns vary among products, with some showing significant growth like the "JoyCat Math Fidget Toy, Math Game with Addition, Subtraction, Multiplication, Division Flash Cards or Time Table, Math Flash Cards + Pop Fidget Chart" which had a 71.31% GMV qoq growth, while others faced declines.

Brand Case Analysis of the Specific Category

Several brands stood out in the educational toys market on TikTok during this period. For example, Craftikit had a GMV of $4.79 million with a 20.75% GMV qoq growth and sold 1659 units. Their success could be attributed to their unique product offerings and effective marketing strategies on TikTok. Kiditos also performed well with a GMV of $3.3 million and a 47.18% GMV qoq growth, selling 1050 units. They likely capitalized on the appeal of their products like the "Kiditos Magic Water Elf Toy Kit with Magic Gels, Molds - Imaginative Play, Christmas Gifts, Birthday Gifts, Party Favors, and Family-Friendly DIY STEM Projects" which was a popular item. Torlam, on the other hand, had a GMV of $2.74 million with a -15.42% GMV qoq, selling 1025 units. Each brand's performance is influenced by factors such as product quality, marketing efforts on TikTok, and the ability to meet consumer demands.

Conclusion

Overall, the educational toys market on TikTok in the U.S. during the 06 week period showed a mix of growth and challenges. Cross-border merchants can take several actionable recommendations. Firstly, they should focus on creating products that offer a strong combination of education and entertainment value. Secondly, leveraging TikTok's marketing features effectively can help increase brand visibility and drive sales. Looking ahead, the market is likely to continue evolving with an increasing demand for innovative and educational toys. Merchants need to stay updated with the latest trends and consumer preferences to succeed in this competitive landscape.