China Toys Market Size and Share Analysis - Growth Trends and Forecast Report 2025-2033

China Toys Market Outlooks

A toy is an object designed for play. It is often used by children but also enjoyed by adults for entertainment, education, or relaxation. Toys come in various forms, including dolls, action figures, puzzles, building blocks, educational kits, and electronic devices. They are crafted from materials such as plastic, wood, metal, and fabric and serve various purposes, from developing motor skills to encouraging imagination and creativity.

The development of toys as an integral part of childhood development in China has been driven by increasing disposable incomes and changes in lifestyles. The increasing middle class, along with an emphasis on education, has resulted in a need for educational and interactive toys that facilitate learning and skill-building. In addition, the popularity of international toy brands and the development of innovative, technology-driven products such as robots and smart toys have also driven market growth. E-commerce platforms also play a significant role in the availability and accessibility of toys, making them more popular across urban and rural regions in China.

Growth Driver in the China Toys Market

Rising Disposable Incomes and Changing Lifestyles

China's expanding middle class and increasing disposable incomes are key growth drivers for the toy market. Parents tend to spend more and buy better quality, educational, and interactive toys for children. In addition, changing family ecosystems through increasing urbanization and lifestyles have been working in the direction of a more conscious valuation of the development and entertainment of children. Since parents are looking for a toy that is meant to create fun and learnability, the demand for toys that can develop cognitive skills and creativity has seen a significant rise, driving growth in the market. In March 2024, China's middle class is expanding and disposable incomes are increasing. In the year 2023, the per capita disposable income in China was 39,218 yuan, bringing a nominal increase of 6.3% compared to 2022.

Shift Towards Educational and Interactive Toys

Demand for educational and interactive toys in China is rising as the country focuses on early childhood education and learning. Parents are more likely to purchase toys that enhance mental and physical development. Learning toys that merge play with education, like STEM toys, puzzles, and smart toys, are in high demand. This is further enhanced by government initiatives in educational products, which has further expanded the market. Parents have become more discriminative in selecting toys that support the intellectual development of their children.

The growing e-commerce industry and online shopping

There is easy availability of toys offered by international as well as domestic brands at cheap rates on online portals. The online shopping facility saves time and makes it possible for customers to see reviews from fellow customers, leading to increased reliance on e-commerce. E-commerce portals provide targeted advertising and personalized recommendations, which can help parents locate and buy their favorite toys. It has opened up the toy market to urban as well as rural consumers. China has 64% of all e-commerce transactions being completed through mobile devices. Of these mobile transactions, 65% are completed through an application. Digital wallets account for 59% of all completed transactions in the country.

Challenges in the China Toys Market

Intense Competition and Price Sensitivity

The Chinese toy market is highly competitive because of both domestic and international brands. Even though global brands are well established, local manufacturers often sell their toys at relatively cheaper prices. This makes it difficult for premium brands to retain their market share. Furthermore, Chinese consumers have become more price-sensitive, particularly in lower-tier cities, where affordability is the main factor for purchasing decisions. This price competition compels manufacturers to maintain quality and at the same time lower the cost to be able to differentiate their products in an overpopulated market.

Stringent Regulations and Safety Standards

The Chinese toy industry operates under very tight product safety and quality regulations. This can be very costly and time-consuming for the manufacturers as compliance with such regulations, which range from hazardous materials, age appropriate content, to quality control. This regulatory burden is a significant challenge for small and medium-sized businesses. Moreover, consumers' safety concerns and the rising awareness of international safety standards necessitate higher quality, which pressures manufacturers to ensure their products meet both domestic and international expectations.

China Board Games Market

The China board games market is growing remarkably as interest in offline entertainment is increasing, due to the rise of the middle class, changing family dynamics, and increased leisure time. Board games are increasingly popular among children and adults, with a rising demand for educational and strategy-based games. The market benefits from a shift towards family-oriented activities and social bonding. International and domestic brands are seizing the opportunity and marketing a variety of games-from classic to more modern designs. Online retail channels and board game cafes have further spurred growth in this market in cities.

 China Specialty Store Toys Market 

The market for specialty store toys in China is growing steadily, as the customers look for high-quality, differentiated, branded products. Specialty stores, offering a curated selection of toys that focus on educational, eco-friendly, or high-tech products, cater to parents looking for value beyond mass-market offerings. These stores often carry premium international brands, exclusive collections, and toys emphasizing skill development and creativity. The market also benefits from increasing disposable incomes, shifting towards quality-focused purchasing, and emphasizing child development. E-commerce and offline experiences like in-store events further enhance the appeal of specialty stores.

 China Boys Toys Market

The boys' toys market of China is registering growth on the back of shift in consumer preference, rise in disposable incomes, and the worldwide trend. Main categories under which the products come are action figures, construction sets, remote-control vehicles, and STEM toys which are heavily technologically based and adventure or role-playing. And there is growing demand for more and more toys related to creativity and exercise and problem solving. Boys' toys in China are diversifying, incorporating licensed products, and tapping into digital trends like video games and mobile app-based toys as exposure to international brands and entertainment franchises grows.

Recent Development in the China Toy Market

Oct 2024, Blokees exhibited its newest products at the 2024 China Toy Expo in Shanghai during October 16th to 18th. This major Asia toy industry exhibition attracted a global audience of buyers, offering various products.

In April 2023 Mattel and Hasbro announced plans to combine popular toy brands via multi-year licensing deals. Under this, it will produce joint branded toys and games. Importantly, under this collaboration, it has dealt with famous titles such as Barbie, wherein Monopoly games are expected in fall 2023, Transformers, which would be featured in UNO games, and early 2024 would see its Hot Wheels vehicle.

In September 2023 - VTech will debut its creative, discovery-learning product portfolio at Toy Fair® 2023. This includes Turbo Edge Riders and expanding award-winning lines such as Go! Go! Smart Wheels®, Switch & Go®, and baby, infant, toddler, and preschool. VTech also will preview 2024 releases.

In November 2023, the LEGO unveiled its new toy series at the CIIE, getting inspiration from Chinese culture.

China Toys Market Segments

Toys Segmentation

1.    Action Figures
2.    Board Games
3.    Card Games
4.    Construction Sets & Models
5.    Dolls & Stuffed Toys
6.    Plastic & Other Toys
7.    Puzzles
8.    Toys for Toddlers & Kids

Sales Channel

1.    E-commerce
2.    Specialty
3.    Discounters
4.    Department Stores
5.    Others

End-Users

1.    Unisex
2.    Boys
3.    Girls

All the Key players have been covered from 3 Viewpoints:

•    Overview
•    Recent Development
•    Revenue Analysis

Company Analysis:

1.    Mattel Inc.
2.    Hasbro Inc.
3.    LEGO
4.    Spin Master Corp.
5.    Vtech
6.    Manhattan Associates
7.    Funko
8.    JAKKS Pacific

Report Details: