Fast-growing specialty e-commerce sites such as PDD's Temu and its rival Shein are branching deeper into the business of selling toys.

While established giants like Amazon, Walmart, and Target remain dominant (holding nearly 70% of the US market, according to D.A. Davidson analyst Linda Bolton Weiser), Shein and Temu are rapidly gaining traction, particularly among budget-conscious consumers.

In previous years, Temu and Shein – which sell primarily from smartphone-based apps – would not have been the usual places for shoppers to buy toys and other holiday gifts. The sites face concerns from regulators and US-based consumer product makers about fakes and counterfeits.

Fast-growing e-commerce sites Temu and Shein are expanding into the toy market as American and European shoppers seek deals on toys for Black Friday. Despite concerns about counterfeit products, these platforms attract more low-income shoppers and young European consumers,

The recent surge in toy buying on Temu and Shein is getting the attention of U.S. companies like L.O.L Surprise! doll maker MGA Entertainment, which sells its stuffed animals and