Market Overview

The China toys market size was valued at USD 22.8 Billion in 2024. The market is projected to reach USD 50.6 Billion by 2033, growing at a CAGR of 8.61% during the forecast period 2025-2033. Market growth is fueled by increasing disposable incomes, the rise of educational and electronic toys, and the dominance of key provinces such as Guangdong.

Study Assumption Years

• Base Year: 2024
• Historical Year/Period: 2019-2024
• Forecast Year/Period: 2025-2033

China Toys Market Key Takeaways

• The China toys market size was USD 22.8 Billion in 2024.
• The market is forecasted to grow at a CAGR of 8.61% between 2025 and 2033.
• Forecasted market value is USD 50.6 Billion by 2033.
• Guangdong dominated the market with over 31.2% share in 2024.
• Electronic/remote control toys held approximately 55.8% of the market in 2024.
• Rising demand for educational toys driven by STEM focus is reshaping product offerings.
• Specialty stores led the distribution channel segment in 2024.

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Market Growth Factors

As disposable income increases among the middle-class and urban populations in China, demand for toys, especially luxury and educational ones, increases. With rapid urbanization and growing modern retail and e-commerce channels, the Chinese toy market is likely to witness sustained growth in the luxury and innovative toy segments over the next five years.

Also, rising awareness for early childhood development has led to an increase in the demand for education-based toys, and STEM toys, driven by parents looking to develop their children's cognitive development and learning abilities. Interactive, educational smart toys are popular, partially as a response to government initiatives to increase interest in science and innovation.

Collectible toys and trading card games (CCG/T) have grown in popularity among teenagers and adult players throughout the years, helped by fandom culture and nostalgia, and many popular franchises have dedicated platforms to promote their expansions in the global marketplace. For example, Hasbro has worked with Shanghai-based game production company and publisher Kayou to co-develop a new My Little Pony Trading Card Game.

Market Segmentation

Product Type:

• Electronic/Remote Control Toys: Held around 55.8% market share in 2024. These toys feature sound effects, lights, motion sensors, voice recognition, and app integration, providing interactive and educational play including STEM learning.
• Games and Puzzles: Valued for their educational benefits, enhancing critical thinking, problem-solving, spatial awareness, and social interaction.

End-User:

• Unisex: Dominated the market in 2024. Unisex toys appeal broadly without gender stereotypes, focusing on educational and skill development, encouraging creativity, problem-solving, and motor skills.

Distribution Channel:

• Specialty Stores: Led in 2024 with curated, high-quality toys that emphasize educational benefits and cater to parents seeking cognitive and developmental toys.
• Online Stores: Offer convenience, broad selection, competitive pricing, and digital-first product testing, facilitating hyper-targeted advertising.

Province:

• Guangdong: Accounted for over 31.2% market share in 2024. It is a major manufacturing hub with extensive industrial clusters, expertise, innovation culture, and a strong supply chain.
• Jiangsu: Significant in manufacturing plastic and electronic toys, leveraging strong technology and infrastructure.

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Regional Insights

Guangdong emerged as the dominant manufacturing hub in China's toy market, holding more than 31.2% share in 2024. Its strong manufacturing base, industrial clusters, innovative capabilities, and supply chain efficiencies underpin its leadership. Jiangsu also plays a major role, particularly in plastic and electronic toy production, contributing significantly to the overall market.

Recent Developments & News

• May 2025: Nike and LEGO collaborated to launch co-branded kids' products in China, including footwear, apparel, and LEGO sets. Nike plans to build 100 playground courts in Greater China, fostering active play.
• March 2025: LEGO launched its first F1 Fan Zone at the Chinese Grand Prix in Shanghai, engaging over 220,000 attendees and promoting sports-themed toys.
• March 2025: Chinese toymaker 52Toys announced plans for a Hong Kong IPO raising up to USD 200 Million, specializing in original and licensed IP products.
• January 2025: Bloks Group raised USD 215 Million in an oversubscribed Hong Kong IPO, reflecting strong interest in designer toys.
• October 2024: Blokees introduced new licensed IP products at the China Toy Expo, expanding global partnerships across 30+ IPs and 15 countries.

Key Players

• Mattel, Inc.
• LEGO System A/S
• Hasbro, Inc.
• VTech Holdings Limited
• Hape International AG
• Silverlit Toys Manufactory Limited
• Sieper GmbH
• Micro Mobility Systems AG
• Ravensburger Ltd.
• Shantou City Big Tree Toys Co., Ltd.

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