What are the trends in plush toys?

July 13, 2024

According to several evidences, the popularity trend of plush toys is mainly reflected in the following aspects:

The rise of young consumers: In recent years, plush toys have gradually become the new favourite of young people. In particular, the IP trend, the "baby-raising trend" and the healing nature have made plush toys successfully penetrate the youth market.

Combination of classic and Netflix IPs: The combination of classic IPs and emerging Netflix IPs has brought plush toys higher premiums and a wider group of young consumers. For example, sales and average price on e-commerce platforms have shown an increasing trend, with products in the RMB 200-400 price range showing the most significant growth.

Rich and diverse product categories: From baby dolls to adult collectibles, the plush toys market has formed a certain scale with rich and diverse product categories. In addition, continuous technological innovation in the industry has led to significant improvements in plush toys in terms of design, fabric selection and filler safety.

Healthy and safe development mode: With the conditions of the new economy and globalisation, the plush toy industry is further transforming into a new development mode of healthiness and safety.

The driving role of e-commerce platforms: there are obvious differences in consumer preferences on different platforms. For example, on Tiktok e-commerce, brands such as Jollybaby and Chongker are prominent; while on Tmall, Jellycat Bonnie Rabbit is in the first place with a market share of 30.59%, followed by Ask Kids and Disney, with IP trend-based plush toys preference as the mainstream.

Expansion of the global market: the global plush toys market size is growing and is expected to reach RMB 29.621 billion by 2028. Meanwhile, China, as the world's largest plush toy production base, has a large number of enterprises and fierce brand competition.

New Consumption Hotspots: Consumers' hotspots of concern when purchasing plush toys include brand, price, design and material. For example, "plush + PVC" based plush trendy toy products have increased the playability of the products, and won the annual award for trendy toys.

Trends in plush toys include the expansion of the young consumer base, the combination of classic and Netflix IPs, the diversification of product categories, and the development of health and safety. Together, these trends have fuelled the continued growth and innovation of the plush toys market.

Author:

Ms. Vivi

E-mail:

bear@ydatoy.com

Phone/WhatsApp:

+8618273177017