China Toy Market Overview, 2029

The rising tide of prosperity among China's middle class has unleashed a wave of toy consumption, transforming playtime into an avenue for self-expression, exploration, and the cultivation of young minds. China is one of the leading toy markets in the world, and its potential growth has created a huge opportunity for domestic and international toy manufacturers. The demand for toys in China is changing from traditional and decorative toys to electronic or remote-controlled toys. With the inflating income levels of urban dwellers and rising standards of living, a shift has been witnessed from conventional toys to innovative electronic and plush toys. Moreover, the recent relaxation of the one-child policy in China has also added a large number of new-borns to the population, thereby expanding the consumer base of the toy market. Most parents will buy toys on Chinese New Year, Children’s Day, and birthdays. China is known as the "world's factory" and is a major manufacturing hub for toys. Numerous international brands have factories in China, taking advantage of its cost-effective production capabilities. Although there have been some serious safety scares with Chinese-manufactured toys in recent years, it might surprise you to know that a staggering 80% or more of all the world's toys are made in China. The relaxation of the one-child policy in 2013 in favour of a two-child plan has brought an influx of new-borns to China. In 2016, China implemented the two-child policy completely under the 13th Five-Year Plan (2016–2020). The country has implemented stricter safety regulations for toys, aiming to protect children's well-being. Compliance with these regulations requires additional testing, certifications, and quality control measures, which can increase production costs for toy manufacturers. China Compulsory Certification (CCC), GB Standards, China National Toy Safety Standard, and China Toy Association (CTA) Certification are several certifications and standards that toys must comply with to ensure safety and quality.

According to the research report "China Toy Market Overview, 2029," published by Bonafide Research, the China Toy market is anticipated to grow at more than 9.56% CAGR from 2024 to 2029. Toys in the Chinese market can be broadly classified into four categories: electronic, mechanical, plastic, and wooden. In addition to traditional products, models, licenced toys (including movie spin-offs, cartoon characters, etc.), high-tech toys, and educational toys (including "STEM “Science, Technology, Engineering, and Mathematics items) have continued to come onto the market. In recent years, the craze for mobile games and e-sports games has inevitably impacted the conventional toy market. Being highly interactive and coming in a diverse range, electronic games have become a handy form of entertainment for children and adolescents in Generation Z. Additionally, dolls, action figures, and plush toys of both domestic and international brands are popular choices. Barbie, Transformers, and Hello Kitty are some recognisable names. Traditional Chinese festivals, such as the Lunar New Year and the Mid-Autumn Festival, have a major influence on toy sales. Toy manufacturers create products and promotions tied to these festivals, reflecting the importance of cultural traditions and celebrations. China hosts several toy-related events and museums that cater to the interests of toy enthusiasts and visitors. China Toy Expo, held annually in Shanghai, is one of the largest international toy trade fairs in Asia. It showcases a wide range of toys, games, and related products, attracting industry professionals, buyers, and exhibitors from around the world. Furthermore, the Beijing Toy Show is a prominent toy exhibition held in Beijing, featuring a diverse range of toys, collectibles, designer toys, and related merchandise. The event brings together local and international toy brands, designers, and enthusiasts. There are some toy-related museums. The China Toy and Juvenile Products Association (CTJPA) Toy Museum, Shenzhen Museum of Contemporary Art and Urban Planning, Guangdong Science Centre, and Guangdong Science Centre are some of the museums in China.

Infant, Toddler, and Preschool Toys segment focuses on toys designed for the youngest age groups, emphasizing safety and developmental benefits. Products in this category include soft toys, educational playsets, and sensory toys that promote cognitive and motor skills. With rising disposable incomes and changing family structures, Chinese parents are increasingly investing in high-quality toys that support early childhood development. The growing awareness among parents about the importance of educational play has led to a robust demand for innovative and safe toys tailored for infants and toddlers. Games and puzzles are witnessing significant growth as they provide not only entertainment but also cognitive challenges that enhance problem-solving skills. The popularity of board games and educational puzzles has surged, driven by parental concerns over screen time and a desire for interactive family activities. These products are seen as effective tools for fostering social skills and critical thinking among children. The increasing availability of STEM-focused puzzles further aligns with parents' interests in educational toys that prepare their children for future academic success. The action figure segment is another dynamic area within the Chinese toy market. This category includes figures from popular franchises like superheroes and animated series, appealing to both boys and girls. Action figures are not just toys; they often serve as collectibles, fostering imaginative play and storytelling. The rising influence of global media has introduced a variety of characters that resonate with children, driving demand in this sector.

The toy market in China is segmented into three primary age groups 0-8 years, 9-15 years, and 15 years and above, the toy market, driven by the increasing investment from Millennial parents who prioritize educational and developmental toys. Toys such as building blocks, educational games, and soft toys are particularly popular. The demand for interactive electronic toys is also rising, reflecting a shift towards innovative play experiences. The growing awareness of child development among parents fuels this segment's expansion, making it a key driver of overall market growth in China. The 9-15 age group is characterized by a shift towards more complex and engaging toys, including action figures, board games, and video games. Children in this demographic are increasingly influenced by digital media and pop culture, leading to higher demand for licensed products from movies and TV shows. This segment also sees significant interest in STEM-related toys that combine fun with learning. As children develop their interests and social circles, toys that promote collaborative play or competitive gaming become more appealing. The growth in this segment is further supported by the rise of e-commerce platforms that cater to the purchasing habits of both children and their parents. For those aged 15 years and above, the toy market transitions into collectibles and hobby-related items. This group often seeks out action figures, model kits, and high-tech gadgets that resonate with their interests in gaming or pop culture. Collectible toys have gained popularity as young adults look for ways to express their identities through nostalgic items from their childhood or trendy new releases. The demand for these products is bolstered by social media influences and community engagement around collecting as a hobby.


Sales channels represent one of the fastest-growing distribution channels for toys in China. A few of the major e-commerce platforms for toys are T-Mall, Taobao, JD.com, etc. These online platforms provide an opportunity for international brands to open exclusive online stores and directly sell products to Chinese consumers without being physically present in the country. The evolution of these online sales channels has made various categories of products and brands easily accessible to consumers and catalysed the growth of the market. The top three Chinese retailers in the toy market are all e-commerce. LEGO was the second most desirable brand in China, followed by Good Baby, Barbie, Chicco, and Hasbro. In addition to being the most desirable toy brand in China, Disney is also owned by the majority of toy consumers in the country. Chenghai district, located in Shantou, is leading in the toy industry. Therefore, it is known as "the capital of toys and gifts in China". There are over 12,000 toy manufacturers and supporting enterprises, representing more than half of all companies in Chenghai.



Considered in this report
• Geography: China
• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• China toy market with its value and forecast along with its segments
• Various divers and challenges
• Ongoing trends and developments
• Five force models
• Top profiled companies
• Strategic recommendation

By Product
• Action Figures & ACC
•Arts & Crafts
•Building Sets
•Dolls
•Games/Puzzles
•Infant/Toddler/Preschool
•Youth Electronics
•Outdoor & Sports Toys
•Plush
•Vehicles
•Explorative & Other Toys

By Age Group
•0-8 years
•9-15 years
•15 years and above

By Distribution Channel
•Online
•Offline

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially,
Secondary research was used to get an understanding of the market and listing out the companies kit. The secondary research consists of third party sources such as press Releases, annual report of companies, analysing the government generated reports and databases. After gathering, the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started, verifying the details obtained from secondary sources.

Intended audience
This report can be useful to Industry consultants, manufacturers, suppliers, associations & organizations related to pet care products industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.