China Market Insight: Toys & Baby Products Accelerate in October as Tmall Promotion Drives Strong Demand
11.21.2025, 12:00:00 AM
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Shanghai, China — The China Toy & Juvenile Products Association (CTJPA) today released its latest analysis of Tmall’s October sales data, revealing significant momentum in China’s toy, trendy toy, and baby product categories. Benefiting from the pre-sales and first wave of the “Double 11” shopping festival, October has become a key indicator of consumer sentiment and product acceptance in the Chinese market.
Strong Category Performance Highlights China’s Upward Consumer Trend
Across major categories, several segments delivered robust year-on-year (YoY) growth:
- Baby products: Cribs (+64.6%) and playpens (+16.5%) showed the strongest surge, driven by rising demand for upgraded safety and home-nurturing solutions.
- Toys: Electric ride-on and powered strollers grew 18.5% YoY.
- Trendy toys: Blind boxes (+31.1%) and collectible figurines (+14.2%) continued to expand their loyal consumer base.
▲Sales volume and YoY performance of Art & Collectable Toys on Tmall in October
▲Sales volume and YoY performance of Baby and Children Products on Tmall in October
Average selling prices (ASP) also increased across most categories, particularly:
- Building blocks (+37.4%)
- Plush toys (+24.0%)
- Electric remote-controlled toys (+13.0%)
- Blind box collectibles (+16.3%)
- Cribs (+66.3%) and playpens (+46.3%)
These price trends signal consumers’ willingness to trade up for better design, materials, and functionality.
▲The average sales price and YoY situation of Art & Collectable Toys on the Tmall platform in October
▲The average sales price and YoY situation of Baby & Children Products on the Tmall platform in October
Three Key Consumer Trends Influencing China’s Market
1. Gift Sets and Combo Packs Become Seasonal Winners
Lego multi-set bundles, Bandai mystery “lucky bags,” and baby feeding gift boxes appeared frequently on bestseller lists. This reflects China’s growing preference for ready-to-gift, value-added, and curated product offerings, especially during major shopping festivals.
2. Premiumization in Baby Mobility Products
Chinese parents increasingly prioritize safety, comfort, portability, and smart features. High-spec strollers—featuring reversible seats, shock absorption, and refined design—captured a rising share. This shift toward functional premium items directly lifted the ASP of the entire travel category.
3. Stronger Market Concentration Among Leading Brands
Top global and domestic brands strengthened their positions in almost all categories.
- In baby products, the leading five brands in child safety seats, playpens, and feeding bottles expanded market share by +10.3, +6.6, and +4.3 percentage points YoY.
- In toys and trendy toys, leading brands—especially in building blocks and blind box collectibles—continued to dominate consumer preference.
For overseas stakeholders, this indicates a maturing market that increasingly rewards strong brand equity, product innovation, and differentiated positioning.
▲Changes in Market Share of Top 5 Art & Collectable Toys by Sales on Tmall Platform — October 2024/2025
▲Changes in Market Share of Top 5 Baby & Children Products by Sales on Tmall Platform — October 2024/2025
Category Insights Relevant to Global Buyers & Brands
Building Blocks
China’s market is visibly segmented between high-end sets (RMB 1,000+) and everyday educational sets.
- Lego and Mideer ranked top in both sales and volume.
- Mideer’s “Stained Glass Magnetic Tiles” was the month’s bestseller (2.8% share).
▲Top 5 Brands by Building Blocks Sales on Tmall in October
▲Top 10 Best-Selling Building Blocks Products by Sales on Tmall in October
Plush Toys
Emotional value drives consumption.
- International brands JELLYCAT and Disney Resort led sales.
- Limited editions and IP-driven collections (e.g., Halloween Duffy & Friends) performed strongly.
▲Top 5 Brands by Plush Toys Sales on Tmall in October
▲Top 10 Best-Selling Plush Toys Products by Sales on Tmall in October
Blind Boxes (Collectibles)
Pop Mart sustained market leadership with its multi-IP ecosystem.
- RMB 100–200 price range dominated, showing that affordable collectibles remain a high-frequency purchase.
- Bandai’s “Ichiban Kuji” lottery products gained traction with a low entry threshold.
▲Top 5 Brands by Blind Boxes Sales on Tmall in October
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▲Top 10 Best-Selling Blind Boxes Products by Sales on Tmall in October
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Figurines
High-end collectible figurines continue surging in popularity.
- MIHOYO captured nearly 40% market share.
- The "Honkai: Star Rail" Dan Heng 1/7 figurine (RMB 1,000+) was the single largest sales contributor (17.2%).
▲Top 5 Brands by Figurines Sales on Tmall in October
▲Top 10 Best-Selling Figurines Products by Sales on Tmall in October
Baby Strollers
The market diverged into premium all-terrain models and ultra-portable travel models.
- DearMom and ELITTILE excelled in high-end reversible designs.
- Wanya performed strongly in affordable (<RMB 600) compact strollers.
▲Top 5 Brands by Baby Strollers on Tmall in October
▲Top 10 Best-Selling Baby Strollers Products by Sales on Tmall in October
Feeding Bottles
The category remains highly concentrated.
- Pigeon, Shixi, and Hegen held a combined 82.1% share.
- Glass bottles in the RMB 150–200 range continue to dominate.
▲Top 5 Brands by Feeding Bottles on Tmall in October
▲Top 10 Best-Selling Feeding Bottles Products by Sales on Tmall in October
Looking Ahead
A comprehensive review of China’s 2025 Double 11 performance—covering toys, trendy collectibles, and baby products—will be released soon. Global industry stakeholders are encouraged to follow CTJPA’s insights to better understand China’s evolving consumer landscape and identify new opportunities for product development, market entry, and strategic cooperation.
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