A recent report titled "2025 TikTok Shop Toy Category Report (Europe and America)" by Aurora Intelligence has shed light on the performance of the toy category on TikTok Shop in the European and American markets.
In the United States, the toy category's GMV (Gross Merchandise Volume) accounts for 7% of the top 10 categories, ranking fifth. The products in this market segment are mostly mid - to - high - end, with prices typically ranging from 50. The American market has a high demand for a diverse range of toys, including trendy toys, educational toys, and branded toys. TikTok Shop has been successful in tapping into this market by leveraging the platform's popularity among American consumers, especially the younger generation.
The platform's unique marketing features, such as short - form videos, live - streaming, and influencer collaborations, have helped toy sellers showcase their products effectively. For example, many toy manufacturers have created engaging videos demonstrating the features and play methods of their toys, which has significantly increased consumer interest and sales.
In the United Kingdom, the toy category's GMV makes up 4% of the top 10, ranking seventh. Here, the market mainly focuses on affordable products, with most toys priced below $30. British consumers on TikTok Shop are attracted to toys that offer good value for money and are in line with the latest trends. Sellers in the UK market often use TikTok's platform to run promotions and discounts, which has proven to be an effective strategy for driving sales.
In Spain, the toy category is still in its nascent stage of development on TikTok Shop. The prices of toys in this market are concentrated in two segments: 50−100 for more premium products and 10−20 for more budget - friendly options. Spanish consumers are gradually becoming more accustomed to purchasing toys through the platform, and as the market matures, it is expected that there will be an increase in both the variety of products and the volume of sales.
In Mexico, the toy category's GMV accounts for 2% of the market. Products are mainly priced in the 5−10 range, targeting the mass - market segment. The Mexican market on TikTok Shop is growing rapidly, driven by the increasing penetration of the internet and smartphones, as well as the growing popularity of the platform among Mexican consumers. Many local and international toy brands are now looking to expand their presence in the Mexican market through TikTok Shop.
The report by Aurora Intelligence provides valuable insights for toy manufacturers, sellers, and marketers looking to expand their business in the European and American markets through TikTok Shop. By understanding the different market dynamics and consumer preferences in each region, they can tailor their product offerings and marketing strategies to achieve better results.
Post time: Jul-23-2025
