Top List of Toy and Musical Instrument Brands in February: IP-Driven Social Play Innovation | Brand List of Siyan Consumption Index

During this monitoring period, Lego, Pop Mart, and Bandai ranked in the top three of the list with comprehensive popularity scores of 1.93, 1.44, and 1.38 respectively.

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IP-driven and trendy social gameplay become the core trends, and leading brands deepen their emotional connection with users

In terms of brand distribution, brands such as Lego, Pop Mart, Bandai, and Mihoyo consistently rank among the top. Their common feature is building user stickiness through strong IP content and immersive experiences. Lego topped the list again with a popularity index of 1.93. Its core advantage lies in the deep integration of classic building blocks with film, television, and game IPs. For example, in February, it officially announced the "Jurassic Park" collection set and also launched several new Mario Kart products, combining classic IPs with fun designs to precisely target users of all ages. In addition to continuously expanding its product categories and launching more plush toys, building blocks, jewelry, etc., on February 21st, the world's first Pop Mart Hirono store opened at Shanghai Zhonghuan Square, sparking heated discussions among fans and netizens and generating high social media popularity. This marks the brand's further step from a simple trendy toy IP to a lifestyle scene experience and ecological synergy.

Moreover, the rankings of Bandai and Mihoyo highlight the continuous influence of the anime economy. In February, Bandai launched official peripherals and hidden accessories for the characters Nezha and A Bing from the movie "Ne Zha 2", triggering a purchasing frenzy among movie fans. Mihoyo achieved high social media popularity with the launch of version 3.1, "The Opening of the Door, The End of the Throne", of "Honkai: Star Rail". Additionally, as a representative in the trading card track, Card Hobby met the community belonging needs of Generation Z precisely with its hot - selling products such as the "My Little Pony" Valentine's Day limited edition and the "Ne Zha 2" PR cards.

Technology empowerment and scenario innovation become the keys to competition, and brand differentiation reshapes the industry landscape

In the list, technology - driven brands and scenario innovators stood out. Although brands such as Geekic, Ruolai, and Lelefish ranked lower, their breakthroughs in niche markets are worth noting.

Among them, Geekic focuses on smart toys and games. Its newly launched smart products such as the "Super Password Machine", Super Building Blocks, and Super Chinese Checkers transform traditional educational toys into "tech teaching aids", directly addressing parents' demands for STEAM education. In the puzzle track, mideer rose strongly with its differentiated product advantages. Especially in product development, it creates progressive puzzles at different stages and levels. Through a more diverse product line, it also transforms Chinese historical stories, national trends, or fairy tales into toy forms such as building blocks and puzzles, and combines them with content matrices to achieve education through play. Ruolai continuously creates innovative scenarios with its miniature scene assembly models, such as the "Cherry Blossom Spring Banquet" suitable for the spring scene, the 3D stereo "Tree House", and the IP "Sanrio Family Cottage", accurately capturing the needs of niche groups.

List description

The Shiyan Consumption Compass series of index reports is a consumption index evaluation system independently developed by Shiyan Index. This series includes major lists such as the "Brand Consumption Popularity Index List", "Industry Consumption Heat Index List", "Product Consumption Wave Index List", "Consumption Popular Event List", and extended list reports within the corresponding scope. The aim is to objectively and truthfully present the trend characteristics of the consumption world through index evaluation, help the industry and brand owners continuously track consumption market trends, provide references for enterprise operations, and enhance comprehensive business competitiveness.

The Shiyan Consumption Compass series of index lists continuously monitor the following industries:

3C digital products, footwear, clothing and accessories, food and fresh produce, household appliances, sports and outdoor products, beauty and cleaning products, maternal and infant products, home decoration, automobile consumption, toys, models and musical instruments, pet products, and medical and health products, a total of 12 major industries.

Image source: Shiyan Big Consumption Index

Disclaimer

This list is independently compiled by Shiyan Index. The views, conclusions, and suggestions in the list are for reference only and do not represent any specific investment advice or decision - making basis.

The list data calculation combines public data from mainstream platforms and data accumulated on the Shiyan Big Consumption platform under Zhidemai Technology. We have taken reasonable measures to ensure the reliability and accuracy of the provided data as much as possible, but we cannot rule out some errors or deviations due to the limitations of the data itself. In addition, some data in this report have not been formally audited by an independent third - party auditing institution, so there may be unrecognized errors or omissions. It is particularly important to note that market conditions may change at any time, so the predictions, analyses, and conclusions in the report may differ from the actual situation.

Any third - party names, brands, or products mentioned in the report are for illustrative purposes only and do not constitute an endorsement or recommendation. Any mention of these third - parties should not be regarded as an endorsement or recommendation in any form. The copyright of the report belongs to Zhidemai Technology Group and Shiyan Index, and it may not be reproduced or distributed without permission. Zhidemai Technology Group and Shiyan Index shall not be liable for any losses or damages resulting from the use of the information in this report.