Exploring the Latest Toy Trends from Yiwu: What's Next after POP MART's Success?

Yiwugo.com, the official platform of the renowned Yiwu Commodity Market, stands tall as the world’s most extensive wholesale market. Among its diverse offerings, toys have consistently emerged as one of the top categories, capturing the imagination of consumers and merchants alike. In recent years, the market has seen the rise of unique brands like MOLLY and LABUBU, which have outperformed expectations with impressive sales metrics and creative marketing strategies. As these brands flourish, they pave the way for future players in the toy industry.

In a fascinating financial unveiling, POP MART released its annual report detailing a remarkable revenue of CNY 13.04 billion for 2024, reflecting an astounding 106.9% growth compared to the previous year. This growth is primarily attributed to the brand’s innovative tactics, including the incorporation of both original and fan-inspired designs by various merchants, notably Ms. Yu Le, who operates a store focused on Candy House Phone Accessories. Her strategic collaboration has invited a flurry of new e-commerce and livestreaming clients, significantly boosting sales.

As part of its market analysis, Yiwugo observed a surge in interest from overseas buyers for aquatic toys in February 2025, a trend that reached its peak during the April sales season. Notably, electric pulse water guns have emerged as bestsellers in international markets this year. With features such as automatic water absorption and balanced pressure technology, these high-performing toys are not just appealing but also optimal for outdoor fun. Reports indicate that individual orders often hover around 100 cases at a time, showcasing the booming demand.

Moreover, an innovative offering dubbed the