LEGO Technic Lamborghini Sián FKP 37 | Source: The LEGO Group

LEGO Technic Lamborghini Sián FKP 37 | Source: The LEGO Group

The toy industry continues to grow on a global level, and in China, e-commerce sales spiked 6.5% in the first half of 2021, according to The NPD Group.

Licensed toys did big business with Ultraman leading the charge as the No. 1 license.  Luxury and supercars are also attracting kids and collectors in the region, with Bugatti, Ferrari, Lamborghini, Mercedes-Benz, and Porsche making appearances on the top 10 licenses chart.  Disney Frozen, Harry Potter, Mini Force, and Mobile Suit Gundam were also regular fixtures in shopper’s digital baskets to round out the top 10 licenses.

“With Children’s Day occurring on June 1, and China’s Annual 618 Shopping Event on June 18, e-commerce sales make June one of the most vital sales months of the year for toy brands in China,” says Stanley Kee, managing director, APAC, The NPD Group. “In the second half of this year, with various domestic and international holidays and festivals, toy manufacturers should focus their efforts on the right market segmentation so they can seize as many opportunities as possible in this ever-changing market.”

RELATED: The Cost of Shipping Fun: Toymakers React to the Global Shipping Crisis

NPD says that nine of the 11 toy supercategories it tracks posted growth, led by dolls (43%), explorative and other toys (28%), and action figures and accessories (26%) scoring the biggest wins. In terms of revenue, the two losers were outdoor and sports toys (-8%) and arts and crafts (-3%).

Blind box toys continue to grow in China with the popularity of the segment driving 99% growth in playset dolls and accessories, particularly due to designer toys.