In recent years, the educational toys market in China has seen notable transformation, driven by growing awareness of scientific parenting and the increasing focus on holistic child development. As family incomes rise, parents prioritize toys that offer developmental and educational value alongside entertainment and safety.
TikTok E-commerce Toy Data: Industry-Wide Insights
Lin Kaizhe, Business Director at Chan Mama’s Hangzhou branch, recently shared an in-depth analysis of the toy industry using TikTok e-commerce toy data from June 2023 to May 2024. His research covered industry overviews, content trends, and performance across five major categories: “Toy,” “Vehicle Toys,” “Educational Toys,” “Blocks,” and “Models.”
The data, collected via TikTok’s e-commerce platform and Chan Mama’s product line, is further supported by Key Value Analytics. The findings paint a comprehensive picture of current children’s vehicles market trends and the booming educational toys market in China.
Industry Overview: Educational Value and Online Channels Drive Steady Growth
The overall toy industry on TikTok’s e-commerce platform continues its upward trajectory. From 2021 to 2024 (forecast), the compound annual growth rate (CAGR) stands at 56%, outpacing TikTok’s overall category growth rate of 50%.
TikTok e-commerce toy data indicates peak sales during major events such as the May 20th (520) shopping festival and the 2024 Good Products New Year’s Festival. These events contributed to over 50% of total toy sales in May 2024.
Pricing Segmentation and Consumer Spending Behavior
Data reveals clear segmentation: toys priced between 0–30 yuan drive volume, while those between 10–300 yuan contribute the most to GMV. Notably, toys priced above 1,000 yuan show strong potential—especially in the educational toys market in China, where premium quality and developmental benefits justify higher prices.
Target Consumers and Regional Growth
TikTok e-commerce toy data shows the fastest-growing demographic is 18–23-year-olds, though core buyers remain 24–40-year-old women. Female consumers dominate, but their share is slowly shrinking.
Regionally, children’s vehicles market trends highlight lower-tier cities as emerging hot zones due to improved logistics and increased platform reach, marking them as untapped opportunities for both educational and vehicle toys.
Sub-Category Spotlight: Educational Toys and Children’s Vehicles
Explosive Growth in Children’s Vehicles Market Trends
Among all categories, children’s vehicles market trends show the most dramatic rise. The category experienced a 74% year-over-year market growth in 2024. Sales spike during seasonal outdoor periods (March to May), bolstered by holidays like Tomb Sweeping Day and Labor Day.
Electric vehicles and bicycles lead in scale and demand, while twist cars show promising future growth. TikTok e-commerce toy data reveals that within MAT2405, domestic brands overwhelmingly dominate, with Phoenix capturing 13.5% market share.
Educational Toys Market in China Gains Long-Term Traction
Puzzle toys maintain the largest market share (54%), with major sales surges during gifting holidays. Within this, the educational toys market in China thrives. Learning machines, point-reading devices, and early education tools significantly outperform traditional, non-educational toys.
Parents are increasingly choosing toys that support early childhood cognitive development. According to TikTok e-commerce toy data, brands that combine entertainment with developmental value are seeing the highest engagement and conversion.
Brand Strategy and Market Positioning
In the educational toy sector, top-performing brands offer superior functionality, interactive content, and compelling educational storytelling. In children’s vehicles market trends, brands excel through durable builds and seasonal adaptability.
Top 15 vehicle toy brands on TikTok e-commerce have average prices over 100 yuan, suggesting sustained consumer interest in quality over price alone. These insights solidify both the educational toys market in China and the children’s vehicles market trends as focal points for long-term brand investment.
Conclusion: Toy Industry’s Next Frontiers on TikTok
From TikTok e-commerce toy data, it’s clear the Chinese toy market is entering a refined phase of growth led by innovation and education. Key takeaways include:
- The educational toys market in China is booming, fueled by demand for safe, multifunctional, and developmentally beneficial products.
- Children’s vehicles market trends show exponential growth, especially in outdoor-oriented, seasonally driven segments.
- TikTok e-commerce toy data remains a critical tool for understanding consumer behavior, optimizing sales strategies, and forecasting sub-category performance.
As online platforms expand and parenting becomes increasingly science-based, these two categories—educational toys and children’s vehicles—will shape the future of the toy market in China.
