As both the pre-sales and the first wave of sales peak of "Double 11" fell in October, the sales data of Tmall Platform in October is not only a "warm-up period" for promotions, but also a weather vane for consumer decisions.

     According to the monitoring of key category sales data of Tmall Platform in October by the China Toy & Juvenile Products Association (CTJPA for short), among the key toy categories, the sales volume of electric baby strollers increased by 18.5% year-on-year; among the key trendy toy categories, the sales volume of blind boxes and figures grew by 31.1% and 14.2% year-on-year respectively; among the key baby product categories, the sales volume of baby cribs and playpens rose by 64.6% and 16.5% year-on-year respectively.

▲Sales Volume and Year-on-Year Growth of Toys & Trendy Toys on Tmall Platform in October

▲Sales Volume and Year-on-Year Growth of Baby Products on Tmall Platform in October

     In terms of product prices, among the key toy categories, except for children's bicycles and modeling clay, the average sales prices of other key categories all achieved year-on-year growth. Among them, building blocks, plush & fabric toys, and electric remote-controlled toys ranked the top three in terms of growth rate, with increases of 37.4%, 24.0% and 13.0% respectively; among the key trendy toy categories, the average sales prices of blind boxes and figures increased by 16.3% and 15.2% year-on-year respectively; among the key baby product categories, the average sales prices of baby cribs, playpens, baby carriers/waisters and feeding bottles saw year-on-year growth, with growth rates of 66.3%, 46.3%, 26.9% and 1.4% respectively.

▲Average Sales Price and Year-on-Year Growth of Toys & Trendy Toys on Tmall Platform in October

▲Average Sales Price and Year-on-Year Growth of Baby Products on Tmall Platform in October

From the data of best-selling brands and best-selling single products, during the October promotion period, toys and baby products on Tmall Platform showed the following three key characteristics:

Products such as LEGO model sets, Bandai model lucky bags, and feeding bottle gift sets appeared on the best-selling lists significantly more frequently than in non-promotional seasons;

"Safety", "comfort" and "convenience" have become the guiding factors for travel-related baby products. The sales proportion of products with both design sense and technological sense has increased significantly, driving up the overall average price of the category;

Among the key toy and trendy toy categories, except for dolls, electric remote-controlled cars and children's bicycles, the sales share of TOP 5 brands in other categories was higher than that of the same period last year; among the key baby product categories, the sales share of TOP 5 brands of children's car safety seats, playpens and feeding bottles increased by 10.3, 6.6 and 4.3 percentage points respectively compared with the same period last year.

▲Changes in Sales Share of TOP 5 Brands of Toys & Trendy Toys on Tmall Platform in October 2024/2025

▲Changes in Sales Share of TOP 5 Brands of Baby Products on Tmall Platform in October 2024/2025

Source: China Toy & Juvenile Products Association