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The toy industry continues to grow globally, and in China e-commerce sales soared 6.5% in the first half of 2021, according to The NPD Group.

Licensed toys have done big business with Ultraman leading the way as the # 1 license. Luxury and supercars are also attracting children and collectors to the region, with Bugatti, Ferrari, Lamborghini, Mercedes-Benz and Porsche doing so. appearances in the top 10 licenses. Disney Frozen, Harry Potter, Mini Force, and Mobile Suit Gundam were also regularly in digital shopping carts for buyers to round out the top 10 licenses.

“With Children’s Day on June 1 and the annual 618 shopping event in China on June 18, e-commerce sales make June one of the biggest selling months of the year for toy brands. in China, ”said Stanley Kee, Managing Director, APAC. , The NPD group. “In the second half of this year, with various national and international holidays and festivals, toy manufacturers should focus their efforts on the right market segmentation so that they can seize as many opportunities as possible in this ever-changing market. “

NPD says nine of the 11 toy supercategories it tracks showed growth, leading by dolls (43%), exploratory and other toys (28%), and action figures and accessories (26%) who won the biggest wins. In terms of income, the two losers are outdoor and sports toys (-8%) and crafts (-3%).

Blind toys continue to grow in China, with the popularity of the segment leading to a 99% growth in dolls and play accessories, especially through designer toys.