중국의 완구 및 게임 시장

Toys and games in China recorded solid value growth in 2025, driven by the strong performance of traditional toys and games and rising demand for premium, collectible and IP-led products. While video games remained the largest segment by value, traditional toys and games delivered the strongest growth, supported by blind-box collectibles, trading cards and premium construction sets that resonated with collectors, gift buyers and other high-value consumer groups. Product development increasingly...

Euromonitor International's Toys and Games in China report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Traditional Toys and Games, Video Games.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Toys and Games market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

2025 Developments

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Toys and Games

Industry Performance

Traditional Toys and Games Outpace Video Games as Premium Demand Accelerates

Collector Demand Reshapes Brand Rankings and Value Creation

Compliance and Channel Divergence Redefine Go-To-Market Strategies

CHART 2 Value Sales 2020-2030

CHART 3 Value Sales by Category 2025

What's Next?

Adult Collectors and Ip Brands Are Expected to Drive Future Value Growth

CHART 4 Analyst Insight for Toys and Games

Compliance Requirements Are Expected to Play a Greater Role in Product Development

Premiumisation Is Expected to Support Resilience Amid Demographic Pressures

CHART 5 Forecast Value Sales 2020-2030

CHART 6 Forecast Value Sales by Category 2025-2030

Competitive Landscape

Pop Mart and Kayou Reshape Brand Rankings as Collectibles Gain Scale

Tencent and Netease Maintain Leadership through Mobile and Online Gaming

CHART 7 Company Shares 2025

CHART 8 Brand Shares 2025

Channels

Retail E-Commerce Extends Its Lead as Offline Retail Plays a Supporting Role

Live-Commerce and Experiential Retail Strengthen Consumer Engagement

CHART 9 Retail Channels 2020-2025

Products

Collector Demand Shifts Product Development Towards Ip and Engagement

Blind-Box Collectibles, Trading Cards and Mobile Launches Set the Pace

CHART 10 Labubu Mania Puts Pop Mart at the Head of China's Collectibles Surge

Long-Term Engagement Becomes the Foundation of Value Creation

Economic Context

CHART 11 Economic Context for Toys and Games

CHART 12 Real Gdp Growth 2020-2030

CHART 13 Inflation 2020-2030

Consumer Context

CHART 14 Consumer Context for Toys and Games

CHART 15 Population 2020-2030

CHART 16 Consumer Expenditure 2020-2030

CHART 17 Population by Generation 2025

Country Reports Disclaimer

TRADITIONAL TOYS AND GAMES IN CHINA

• Key Data Insights
• 2025 Developments
• Traditional Toys and Games Summary
• Key Industry Trends
• CHART 18 Key Industry Trends for Traditional Toys and Games
• Industry Performance
• Kidult Consumers Reshape Growth in Traditional Toys and Games
• Collectability, Nostalgia and Cultural Narratives Reinforce Premium Positioning
• Emotional Value Becomes a Key Differentiator in Toy Purchases
• CHART 19 Pop Mart'S Pucky Tap Tap Babies Series Tapping on Emotional Value in Toys
• CHART 20 Value Sales 2020-2030
• CHART 21 Value Sales by Category 2025
• What's Next?
• Kidult Consumers Are Set to Define Future Growth Opportunities
• CHART 22 Analyst Insight for Traditional Toys and Games
• Ai-Enabled Toys Are Expected to Create New Innovation Opportunities
• Intellectual Property Is Set to Become the Industry'S Key Strategic Asset
• CHART 23 Forecast Value Sales 2020-2030
• CHART 24 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Pop Mart Leverages Omnichannel Execution and Proprietary Ip to Outpace Rivals
• Proprietary Ip and Consumer Engagement Drive Share Gains
• CHART 25 Company Shares 2025
• CHART 26 Brand Shares 2025
• Channels
• Experiential Retail Concepts Help Offline Channels Retain Relevance
• Douyin and Livestream Commerce Accelerate E-Commerce Growth
• CHART 27 Retail Channels 2020-2025
• Products
• Sensory Design and Cultural Authenticity Become the New Frontiers of Toy Innovation
• CHART 28 Wentongzi Extends Its Chinese Culture-Led Product Narrative through Nobody
• Blokees, Pop Mart and Wentongzi Demonstrate Distinct Paths to Premium Product Development
• CHART 29 Blocks Launches New Blokees Wheels Series with Classic Ip Batman, Targeting Kidults
• Culturally Grounded Products and Omnichannel Distribution Amplify Commercial Returns
• Economic Context
• CHART 30 Economic Context for Traditional Toys and Games
• CHART 31 Real Gdp Growth 2020-2030
• CHART 32 Inflation 2020-2030
• Consumer Context
• CHART 33 Consumer Context for Traditional Toys and Games
• CHART 34 Population 2020-2030
• CHART 35 Consumer Expenditure 2020-2030
• CHART 36 Population by Generation 2025
• Country Reports Disclaimer

VIDEO GAMES IN CHINA

• Key Data Insights
• 2025 Developments
• Video Games Summary
• Key Industry Trends
• CHART 37 Key Industry Trends for Video Games
• Industry Performance
• Tencent Drives Engagement as Digital Libraries Eclipse Physical Sales
• Live-Service Franchises Sustain Software Dominance
• CHART 38 Valorant Mobile Rapidly Scales to 50 Million Players Following Launch
• Publishers Refine Mobile Engagement to Drive Spending Efficiency
• CHART 39 Value Sales 2020-2030
• CHART 40 Value Sales by Category 2025
• What's Next?
• Publishers Are Expected to Balance Domestic Engagement with Overseas Expansion
• CHART 41 Analyst Insight for Video Games
• Software Is Set to Consolidate Its Dominance over Hardware
• Ai and Compliance Are Expected to Reshape Monetisation and Retention Strategies
• CHART 42 Forecast Value Sales 2020-2030
• CHART 43 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Tencent Maintains Leadership as Netease Continues to Gain Share
• Mobile-First Franchises Continue to Outperform Hardware-Focused Players
• CHART 44 Company Shares 2025
• CHART 45 Brand Shares 2025
• Channels
• Digital Distribution Leaves Store-Based Retail on the Margins
• Digital Storefronts and Platform Ecosystems Shape Channel Development
• CHART 46 Retail Channels 2020-2025
• Products
• Ai Personalisation and Regulatory Discipline Reshape Innovation
• Valorant Mobile and Where Winds Meet Demonstrate the Power of Mobile-First Launches
• CHART 47 Switch 2 Delay and Eshop Closure Accelerate China's Shift to Digital Console Gaming
• Continuous Engagement Becomes the Primary Source of Value Creation
• Economic Context
• CHART 48 Economic Context for Video Games
• CHART 49 Real Gdp Growth 2020-2030
• CHART 50 Inflation 2020-2030
• Consumer Context
• CHART 51 Consumer Context for Video Games
• CHART 52 Population 2020-2030
• CHART 53 Consumer Expenditure 2020-2030
• CHART 54 Population by Generation 2025
• Country Reports Disclaimer