2022 Hot toys in China

Looking back at the domestic toy market in 2022, there is quite a taste of "extreme joy begets sorrow". Toy sales in the Spring Festival got off to a good start, and manufacturers are full of confidence in the market of the year. However, since then, the market continued to be affected by the epidemic, and the performance of many hot-selling toy nodes was not as good as in previous years, and there was still no great improvement until the end of the year.

It is true that business is difficult, but there are some bright spots in the domestic market throughout the year. Some toy categories sell well when they can operate normally. The reporter from China and Foreign Toys All Media Center summarized the five best-selling categories last year according to the sharing of channel suppliers and counted the best-selling single items of some categories.

One: Cards

The most popular toy category in the domestic market in 2022 will be carded. From the beginning of the year to the end of the year, from shopping malls, and wholesale to e-commerce, and convenience stores, the card has always maintained a high heat and considerable sales. Looking back this year, the card market has the same part, such as the card game as the head brand performance is the most prominent, is the omnichannel hot card brand; "Ultraman" cards are still the most popular products, etc.

Two: Put the blocks together

Building blocks, the Chinese toy industry is a very competitive category, and the level of competition in 2022 is even higher. Throughout the year market, many brand awareness is improved, and the performance of the whole year is commendable. Among them, "Ultraman" building blocks people carry a large number of goods, is the market sales of outstanding products in the second half of the year.

Three: IP-licensed toys

No matter how difficult the toy business is, there is always a market for IP-licensed toys, and they sell better than regular toys. In 2022, IP-licensed toys will still be the mainstream trend of the industry. The cards mentioned above all have IP attributes, and many hot-selling building blocks are integrated with IP.

Looking back at last year, domestic hot IP-licensed toys showed two characteristics. One is the stable performance of mature IP, such as "Ultraman", "Super Fly", "Yellow", "Frozen", "Mini Secret Service", "Plants vs. Zombies", "Marvel Heroes" and other IP-licensed toys have been selling well throughout the year. The other is the innovative design of more IP-licensed toys, such as morphing watch, that can be tied to the wrist, has the function of time display and timing, and can also be transformed into a robot; Multiple watch toys can also be combined with each other to create different shapes of robots.

Four: Cooking toys

Since the second half of 2021, real cooking toys that can cook and cook food have become popular on e-commerce platforms. In April 2022, the Ministry of Education released the latest compulsory education curriculum plan and standard (2022 version), especially since the new labor curriculum standard has attracted much attention from various industries. Schools requiring children to work harder meant there was a demand, and that demand stimulated the already thriving market for real boiled toys. According to the feedback of manufacturers, after the release of the new class standard, the number of consumers who came to buy real boiled toys increased significantly, and the sales of some brands increased by 2~3 times.

There are also outdoor toys such as bubble guns, Frisbees, and fantasy Frisbee balls. In 2022, camping was all the rage, and so were other outdoor sports, notably Frisbee. Toy Frisbee by this wave of outdoor sports boom led to a wave of sales. Frisbee ball is similar to Frisbee play, but with more functions, such as increased variability and more fun to play.