This document is about the sales situation and trend analysis of the toy category on TikTok Shop in four major markets in Europe and America (the United States, the United Kingdom, Spain, and Mexico) from June 2024 to May 2025. The data comes from the third-party platform EchoTik and is for reference only.
I. Basic Description
- Statistical scope: Data for the United States and the United Kingdom covers June 2024 to May 2025, while Spain and Mexico cover February to May 2025. The main analysis focuses on short video and live-streaming e-commerce toy-related data in these four markets.
- Data characteristics: Non-official, non-comprehensive data, desensitized and for reference only.
II. Performance of the Toy Category in Each Market
1. US Market
- Overall position: The toy category ranks 5th among the local Top 10 categories, accounting for 7% of the market share.
- Sales characteristics: Sales soared during Black Friday promotions, with GMV peaking at nearly $61.7 million; mainly driven by video traffic, accounting for over 90%.
- Category and price: Classic toys, game puzzles, and educational toys are the best sellers, with GMV mostly concentrated in the $30-50 range (mid-to-high-end market); high sales volumes are mostly in the $10-20 affordable range, while electric toys sell well in the $50-100 range.
- Store situation: Obvious monopoly by leading stores, with the top two stores reaching $7-9 million in sales, and the Top 10 threshold at $200,000; POPMART ranks first, selling well through influencer marketing (unboxing videos, etc.).
2. UK Market
- Overall position: The toy category accounts for 4% among the local Top 10.
- Sales characteristics: Recent GMV growth is fast, mainly relying on video sales, with a decrease in influencer marketing.
- Category and price: Focused on the affordable market, with 70% under $30; classic toys, dolls, and educational toys have high sales, and products under $10 are the most popular.
- Store situation: POPMART leads, with the sales of the leading store being twice that of the second place, and the Top 10 threshold at $50,000.
3. Spanish Market
- Overall position: Toys have not entered the Top 10, but recent growth is fast, making it a blue ocean market (low competition).
- Sales characteristics: Mainly relying on video sales, with influencer marketing gradually increasing.
- Category and price: Most prices are in the $50-100 range, with sales mostly concentrated in the $10-20 range; classic toys, game puzzles, etc. account for 73% of GMV.
- Store situation: Leading store sales are only about $1,000, no clear hierarchy, and most prices are in the $10-30 range.
4. Mexican Market
- Overall position: Toys are close to the Top 10, accounting for 2%.
- Sales characteristics: Relying on video sales, with short-term sales peaks at $70,000-80,000.
- Category and price: Low-price strategy, with most prices and sales concentrated in the $5-10 range; dolls, electric toys, etc. account for 84% of GMV.
- Store situation: Leading store sales are about $2,000, blue ocean market, with most prices under $20.
In summary, the US and UK toy markets are relatively mature, with clear leading brands and price ranges; Spain and Mexico are still developing, considered blue ocean markets, and there are opportunities for low-priced or mid-to-high-end products.
