2025中国积木人行业趋势白皮书第一部分

Core Insights - The report highlights the rapid rise of "building figures" in China's trendy toy market, which combines assembly play with IP character appeal, breaking traditional limitations and creating a new category in the toy industry [1][10][11] Group 1: Market Trends - The global toy industry is witnessing a shift towards character-based and assembly play, with building figures becoming a focal point, contributing nearly half of the market size and showing faster growth than the industry average [2][20] - The compound annual growth rate (CAGR) for building figures in China is projected to reach 41% from 2023 to 2028, significantly outpacing the global average [2][21] Group 2: Value Reconstruction - Building figures are redefining the value system of toys by integrating personal interaction and emotional value, allowing players to experience a sense of achievement through assembly and emotional connection through IP characters [3][25] - The demand for building figures has evolved from mere playability to a comprehensive experience that includes emotional and intellectual engagement, with 60% of consumers prioritizing safety and environmental materials [4][5] Group 3: Consumer Demographics - The consumer base for building figures is diversifying, with key demographics including parent-child families and young professionals, particularly in first-tier cities [6][7] - Among parents, 26-35-year-old mothers are the primary decision-makers, while the adult self-purchase group is characterized by younger, urban consumers who value emotional connections to specific IPs [6][7] Group 4: Future Outlook - The future of the building figure industry will focus on deepening IP development and product innovation, with an emphasis on smart and scenario-based features [8][22] - Domestic brands like Blokku are leading the category innovation by combining standardized development with personalized IP, transitioning building figures from niche hobbies to mainstream trends [8][22]