Which toy categories sell well on TikTok?

Which toy categories sell well on TikTok?

In today's digital age, the influence of social media on consumer trends cannot be underestimated. TikTok, a globally popular short-form video platform, has become a new battleground for toy sales. Many toy brands and sellers have leveraged TikTok's powerful reach to successfully launch various toys, sparking a buying frenzy. For independent children's toy sellers, understanding the popular toy categories on TikTok can help them accurately select products and boost sales. So, which toy categories sell well on TikTok?

Plush and Blind Boxes

Squishmallows Plush Toys

In early 2024, Squishmallows became a resurgence online, with a single YouTube video garnering nearly 3 million views. On social media platforms like TikTok, fans were everywhere, showcasing a variety of colorful Squishmallows dolls. The brand has actively engaged with various social media platforms, and fans are keen to share their toys, posting videos featuring surprise unboxings, storage experiences, usage scenarios, and collecting Squishmallows character figures from different stores. The 14-inch Squishmallows Sanrio series plush toys are particularly popular. Officially licensed and made of soft, high-quality plush fabric, fans can not only collect them but also team up with Sanrio characters like Hello Kitty, Pompompurin, and Cinnamorol, satisfying consumers' desire for both collection and emotional companionship.

ZURU Mini Blind Boxes
ZURU's Mini Brands blind boxes tap into the three key consumer purchasing tropes of collecting, surprise unboxing, and nostalgia, collaborating with numerous beloved brands to continuously innovate. Their unboxing videos have become a trending topic on TikTok, with the hashtag #MiniBrands garnering over 393 million views. ZURU recently announced KFC as a new member of its Mini Brands line. The series includes 20 miniature KFC replicas, such as fried chicken, mashed potatoes, and soda. Each blind box contains five KFC-themed miniature products, sparking a frenzy among fans and a collecting fervor.

Novelty and Unique Toys
TikTok's official 2024 trend report, "What's Next," noted a trend signal of "Curiosity Peaked." Novelty and unique toys are embracing this trend and are extremely popular on TikTok. Netizens are willing to actively share related videos, driving the popularity of these sought-after toys, creating a positive feedback loop for brand marketing.

Stack Attack Game
Stack Attack is an interactive game from Diffy Games where players build complex structures on a wobbly base. This game is not only fun but also effectively improves hand-eye coordination and problem-solving skills. Suitable for all ages, it can be played solo for personal breakthroughs, multiplayer matches for added competition, or as a family game to foster parent-child interaction. Players also learn about balance, gravity, and geometry during gameplay, combining entertainment with education, attracting widespread attention and sharing on TikTok.

Electronics
Tamagotchi and game consoles, popular during the millennium, are experiencing a resurgence. These products now offer new interactive modes like games, parties, and online shopping, along with camera functionality, catering to the diverse needs of consumers of all ages and making them a favorite for both adults and children.

Avainaly Game Console
The Avainaly retro mini game console supports 500 classic FC games and can connect to a TV and two video players. Its retro design evokes childhood memories for adults, while its diverse game selection caters to children's entertainment needs. Through social media platforms like TikTok, it has attracted widespread consumer attention and become a popular electronic toy.

Educational Toys
Educational toys have a large audience on TikTok. Parents hope to help their children learn and grow through playful activities, while children are also keen on challenging and engaging educational toys.

Talking Flash Cards
In October of this year, a talking card toy called Talking Flash Cards became a hit on the TikTok platform. Many TikTok influencers posted videos demonstrating the product in action, with one video exceeding 8 million views. The toy, which combines sound and images, captivates children and helps them learn language and recognize objects. Within a week, the product sold over 6,000 units, generating over $36,400 in sales and reaching the top of the toy sales charts.

hand2mind Numberblocks Toy Set
The hand2mind Numberblocks Mini Vehicle Toy Set is a popular cube-shaped educational toy for children, a collaboration with American Numberblocks. This product brings the math learning tools from the award-winning BBC show Number Blocks to life. By linking numbers to number cubes, children can develop their own mathematical thinking and easily learn math knowledge through play. This entertaining and educational approach has been well-received by parents and children alike, and has garnered significant exposure and recommendations on TikTok.

Pet toys (interactive toys for children and pets)

With the increasing number of pet-owning families, the pet toy market is also expanding. Some pet toys that not only entertain pets but also serve as a bridge for children to interact with their pets are also performing well on TikTok.

Electric Bionic Cat Toy

Recently, an electric bionic cat toy has become a hit on TikTok. Echotik data shows that this cat toy sold 13,000 units in the past 30 days, and another similar product has sold 2,000 units. Both cat toys were launched in June this year and have accumulated sales of over 50,000 units to date. Resembling birds, these toys are crafted from plush and natural feathers, producing chirping sounds, and some models even flap their wings. The batteries can be replaced or recharged via USB. The store highlighted the product's features by posting videos showcasing playful interactions with cats, attracting many potential pet owners. For one product, which sold 40,000 units, 46 promotional videos posted on the store's official account drove $168,000 in sales. For families with cats, this toy allows children to interact with their cats, adding to the fun of everyday life.

Pet Toy Ball

A $20 pet toy ball once dominated the pet toy category on TikTok Shop in the US. Its incredibly playful snake-like movements and in-place bouncing-like feel captivated many pet-owning families. Some ball toys, which have recently topped TikTok's US cat toy sales charts, not only retain their original features of irregular movement and touch-sensing functionality but also feature tails. Furry pets can activate the toys with a simple tap, making them even more playful and engaging for both cats and dogs to chase and play with. These toys free up pet owners' hands, allowing them to entertain themselves when alone at home. They also provide a new way for children and pets to interact, garnering significant attention and shares on TikTok.

In summary, plush and blind box toys, novelty items, electronics, educational toys, and some pet toys have shown strong sales performance on TikTok. These toy categories are popular because they meet the entertainment, learning, and collection needs of consumers across different age groups. Furthermore, TikTok's short video format allows for vivid and engaging displays of the toys' features and gameplay, sparking consumer interest. Operators of independent children's toy foreign trade websites can refer to these popular categories to select products, and use the marketing advantages of the TikTok platform to create attractive video content and accurately promote products, thereby seizing the initiative in the highly competitive toy market and achieving business growth and expansion.