Prime Day has just been delivered, and many sellers are starting to prepare for the fourth quarter (Q4) sales season again. If there is one category that became a popular category in Q4 because it was on the Halloween and Christmas sales express trains, then I have to mention the toy category. Many countries have a tradition of hosting Halloween parties and exchanging gifts at Christmas. Sellers who want to hit sales during the Q4 sales season can focus their attention on this category.

The toy category mainly covers children's toys, adult games, traditional games, etc., such as plush toys, board games, and building construction toys, etc., which are popular games for people of all ages.

According to Statista's June 2019 report, the global toy and game market's revenue is expected to reach US$296.67 billion in 2019. From 2019 to 2023, the market is expected to continue its high growth trend at an annual growth rate of 4.7% ¹.

Want to “win” the Q4 promotion through the toy category?Product selection is a key element in fighting this battle well. Let's follow us right away to find out what are some popular choices in the toy category.

The categories of toys are complex and numerous. Although there are different types of toys that are popular on Amazon's North American, European, and Japanese sites, there are still some products that are popular in the US, Europe, and Japan, such as modular toys and plush toys, which are highly praised and loved by consumers all over the world, and can be referred to by relevant sellers:

Toys such as magnetic sheets and wooden mosaic models have become more and more popular in the past two years. The main product characteristics that Chinese sellers need to pay attention to when selling such products are:
● Toy material (magnetic sheet, wood), suitable for age groups, toy assembly difficulty factor;
● Packing list, clearly mark the number of toy splicing parts;
● Whether it helps stimulate children's creativity, imagination, and hands-on ability;
● Safety, parts are polished, no sharp edges, environmentally friendly material, non-toxic and odorless;
● Whether it is light and portable, easy to organize and store, etc.

As a popular category all year round, plush toys are suitable for young and old, and are loved by both men and women. The main product characteristics that Chinese sellers need to pay attention to when selling this type of product are:
● The size of the plush toy (if the size is suitable for the arms), weight, and location suitable for placement;
● The plush material is soft, comfortable to touch, no static electricity, easy to care for, does not shed hair, and can be washed with water;
● Safe and environmentally friendly, in line with local plush toy safety regulations;
● Appropriate age group;
● Whether interaction is supported (battery model must be installed), and detailed user manual for the interactive menu function.

Most Americans love outdoor sports, so the two sub-categories of home outdoor sports toys and tent tunnels both have a high growth rate and share of sales, and the penetration rate of Chinese sellers is low, making them a category worth exploring by Chinese sellers.

In the US, most families live in single-family homes with separate gardens. Many American parents install outdoor sports toys such as swivel swings for their children in their own gardens.

Product features that consumers are concerned about:
● Net seat size, maximum load capacity, suitable for the number of passengers and age group;
● Sports game installation method, safe operation method, suitable installation location (preferably with examples);
● The material, safety, main connecting parts, precautions, and ergonomic design principles of the rotating swing;
● Swivel swings are suitable for scenes and leisure methods (such as outdoor games, party picnics, home backyard toys)

When it comes to American culture, I have to mention the Boy Scouts of America, which have a century of history. Boy Scouts members are required to participate in group training such as marching, drills, camping, and picnics on schedule. The content is extremely rich. Game tents allow children to experience the fun of camping and scouts at home, and are very popular among American families.

Product features that consumers are concerned about:
● Game tent size (generally can sleep 1-2 children, medium size), color, weight (lightweight), fabric material, non-toxic, non-toxic, odorless, and no harmful substances;
● The way the game tent is closed (such as with curtains) and the number of windows can create a private space for children, have their own little secrets, and make them independent;
● A description of the interior of the tent and a description of the contents of the package, such as the number and size of the inner bag, whether toys, books or snacks can be stored, main accessories and installation methods.

In 2019, Canadian consumers' toy preferences were similar to those of American consumers. In addition to outdoor sports, people also love to host parties, so party, riding, and sports game toys are worth paying attention to.

● Party toys

In Canada, which loves to host all kinds of parties, party balloons, quick balloon charging, and party decorations (such as glitter curtains) are essential party supplies.

● Cycling toys

Thanks to the family's living environment, most of them have their own gardens, which are convenient for children to play. Therefore, scooters that allow children to ride freely and rocking horses for babies are loved by Canadian families.

Today, the range of toys has gradually expanded from children to adults that can also be used for fun. Games such as fluorescent blocks, pinball, and sandbag throwing are also very popular among Canadian adults.

Mexico is not only a major consumer of toys, but also one of the main toy producers and exporters. Among them, LEGO's largest factory is in Mexico. On the Amazon Mexico site, crossdressing, outdoor sports, and toy car products ranked among the most popular Q4 search terms in the past two years. Not only did they have good historical sales, but they also had a high growth rate. It is a toy category worth paying attention to.

Authorized IP costume packages are very popular, such as disguising characters related to Disney cartoons “Frozen,” “The Little Mermaid,” and “Aladdin,” and people related to Marvel superheroes.

Mexico is located in a plateau region that is mild all year round, and there are many islands along the coast. Locals love outdoor sports, so inflatable toys, children's gardening toys, and inflatable water toys are very popular.

● Toy cars

Toy cars are considered a traditional category. On the Mexican site, judging from historical sales data and popular search terms, both assembled cars and children's bikes are quite popular. Examples include toy cranes, kids' bikes, and electric toy cars.

European parents pay more attention to their children's abilities in various fields, such as intellectual development, hands-on ability exercises, and logical thinking development. Therefore, infant toys and scientific toys are loved by European consumers.

European parents know the importance of toys for their child's development. Colorful toys for infants and toddlers can help babies establish visual and tactile perception of external things. Educational toys, on the other hand, allow preschoolers to be trained while having fun.

Product features that consumers are concerned about:
● The material is safe and environmentally friendly, not easy to fade, and is playable, in line with the quality requirements of the local market for toys;
● Appropriate age group, difficulty of operation, whether infants and young children need to be accompanied by parents to play;
● Exercise infants' cognition, hand-eye coordination, fine control ability, language and hearing, and interactivity;
● Product packaging list description, toy game rule description analysis.

● Scientific toys

European parents are passionate about cultivating their children's spirit of exploration. They hope to use scientific toys to help their children explore more potential in the process of assembly and control.

Product features that consumers are concerned about:
● Installation and application of scientific principles;
● Complete and clear circuit diagrams, assembly steps, and instructions for use;
● In line with safety compliance and toy safety instructions in the local sales market;
● Discover your child's talents for learning and exploration, and learn new knowledge and skills through toy games.

Due to Japan's well-developed and well-developed railway transportation network, the number of people obsessed with vehicle models in Japan continues to grow. Furthermore, many Japanese people love handicrafts, and Japanese jewelry craftsmanship is famous all over the world. Therefore, like model trains, jewelry making is also a product worth exploring by Chinese sellers.

Product features that consumers are concerned about:
● Production method description: description of steps such as design, production, processing combination, molding, etc.;
● Packaging instructions: description of the number of supporting materials, types, materials and colors;
● DIY different styles of jewelry: According to different ideas, you can not only make your favorite jewelry, but also make gifts for others (applicable scenarios).

In Japan, there are quite a few fans who are obsessed with two-dimensional anime, but in fact, railway fans are also a group that cannot be ignored. They are passionate about riding every line and collecting all kinds of train models. There are railway fans of all ages, from young people to the elderly, and the number of women has been increasing in recent years.

Product features that consumers are concerned about:
● Appropriate to the age group;
● Product size and weight;
● Difficulty of assembly;
● Whether it is possible to move and make sounds;
● Packing list, installation instructions.

Today, there is a wide variety of toys on the market, from toys suitable for infants and toddlers, to toys for preschool children, to toys for adults. The consumer group is not only children, but the proportion of adult men and women is also getting higher. Although the consumer base is huge and sales growth is good, the toy category requires relevant certification in many regions, so if you are following this category, be sure to first understand what certification requirements your market requires, and carefully read the relevant instructions and understand local restrictions.