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EchoTik：2025年TikTok Shop玩具品类行业报告（欧美站
Sou Hu Cai Jing·2025-07-10 09:24

Group 1 - The report focuses on the performance of the toy category on TikTok Shop in major European and American markets from June 2024 to May 2025, with data sourced from EchoTik [1][3] - In the US market, the total GMV for the past year is approximately $10.9 billion, with the toy category ranking in the top 5, accounting for 7% of the total [1][16] - The peak GMV during Black Friday for toys reached nearly $61.7 million, with over 90% of sales driven by video marketing [1][20] Group 2 - In the UK market, the toy category's GMV accounts for 4% of the top 10 categories, with a recent peak of approximately $7.48 million [2][46] - The leading toy categories in the UK include classic toys, dolls, and educational toys, which together account for 54% of the top 10 GMV [2][53] - The Spanish market is still in its early development stage, with the toy category not yet in the top 10, but showing rapid growth potential [2][3] Group 3 - The Mexican market's toy category is close to entering the top 10, accounting for 2% of the market, with a peak GMV of $70,000 to $80,000 [2][3] - The overall analysis indicates that the toy market on TikTok Shop in Europe and America is at different stages of development, with the US and UK being more mature and dominated by leading brands, while Spain and Mexico present significant growth opportunities [3][2] Group 4 - In the US, the top three toy categories by GMV are classic toys, puzzles, and educational toys, collectively exceeding $130 million and accounting for 60% of the top 10 sales [1][28] - The price range for toys in the US is primarily concentrated between $30 and $50, with a significant number of sales occurring in the $10 to $20 range [1][25] - The top 10 stores in the US exhibit a clear oligopoly, with a sales threshold of $200,000, and the leading store, POPMART US SHOP, relies heavily on influencer marketing [1][29][36] Group 5 - The UK toy market is characterized by a competitive landscape focused on affordable pricing, with over 70% of GMV concentrated below $30 [2][51] - The top 10 stores in the UK have a sales threshold of $50,000, with POP MART United Kingdom Online leading the market due to its brand effect and popular products [2][54][58] - The pricing strategy in the UK shows a significant focus on products priced below $30, indicating a price-sensitive consumer base [2][55]