Guangdong: a global leader in toy making

China is the world’s largest toy producer and exporter, with Guangdong Province standing as the country’s largest base for the production and export of toys. The toy exports from Guangdong account for about 70 per cent of the national toy exports. Today, more than 50 per cent of toys sold on the global market are manufactured in the province.

Thriving since the 1980s

Guangdong’s toy industry began to develop rapidly around the 1980s. At that time, toy companies from places such as Hong Kong and Taiwan capitalised on Mainland China’s reform and opening-up policies — which offered preferential investment incentives — and relocated to the Pearl River Delta region in Guangdong. This stimulated the rise of local private enterprises and led to the formation of an industrial cluster that continues to flourish today.

In 2023, the export value of China’s traditional toy products (those within the seven major categories under Code 9503 in China’s Harmonised Commodity Description and Coding System; excluding products such as video game consoles) reached US$40.571bn. In the first 10 months of 2024, the export value was US$33.417bn. In 2024, Guangdong had more than 5,000 sizable toy manufacturers and an estimated workforce of over 1.5 million people. The high concentration of manufacturers and workers has led to the formation of nine major toy manufacturing clusters in the Pearl River Delta, including Shenzhen, Dongguan, Foshan, Guangzhou, Zhongshan, Zhuhai, Huizhou, as well as Shantou and Jieyang in eastern Guangdong. Together, these clusters boast an annual output value of over RMB100bn. A number of domestic toy brands, such as AULDEY, ShiFeng and Rastar, have emerged and become well-known.

Currently, Guangdong’s toy manufacturing industry leads the world in terms of production technology, factory equipment and product development. Toy products featuring hi-tech elements, like drones, robots and various electronic, electric and smart-tech toys are mostly produced in Guangdong. Many multinational toy corporations also commission Guangdong’s toy companies to manufacture and process their products.

With the rise of the pop culture toy market targeting young consumers aged 12 and above in recent years, Guangdong has leveraged its strong industrial foundation to become China’s centre for the research, development and production of pop culture toys, with an annual output value of about RMB40bn. The industry is mainly distributed across Guangzhou, Dongguan, Shenzhen, Zhongshan, Shantou and Huizhou and other areas. Among these, Guangzhou and Shenzhen primarily focus on research and development and marketing, while Dongguan, Zhongshan and Huizhou are mainly engaged in production and processing.

Leading the world

Guangdong’s toy manufacturing industry is a worldwide frontrunner in terms of industrial scale, research and development capability and manufacturing equipment. The industry holds several competitive advantages. First, Guangdong excels in production technology, boasting advanced toy manufacturing skills and equipment. Second, the industry benefits from comprehensive support, as Guangdong has a complete toy production chain. The supply of raw materials, fabrics, parts, components and moulds is abundant, meeting manufacturers’ production needs. Third, the industry produces a vast variety of high-quality toys.

Today, renowned toy brands and companies, with stringent quality requirements for their products, prioritise placing orders with Guangdong toy companies. The province’s toys sell well in more than 200 countries and regions around the world. In economically developed regions such as Europe and the US, where there is a strong awareness of environmental protection and high demands on toy quality, Guangdong’s products hold a market share of over 50 per cent. Considering the present development of the global toy industry, Guangdong’s toy manufacturing industry is poised to maintain its leading position worldwide.

Guangdong Toys Association

The Guangdong Toys Association was established in 1988. It is a social organisation comprising enterprises, public institutions and social groups in Guangdong Province that are engaged in toy production, sales, research and development and education. The association is one of the most robust, cohesive and influential toy industry organisations in China, recognised by the Department of Civil Affairs of Guangdong Province as a “5A-level social organisation” and an “outstanding social organisation”. Since its inception, the association has been active in safeguarding industry rights and interests, reflecting reasonable demands and serving the industry. In July 2024, the association established a pop culture toy division to actively promote industry transformation and innovative development. The association’s work includes:

• Acting as a “bridge and bond”: The secretariat has established a dedicated department for industry research and analysis to timely grasp industry and market development both domestically and internationally. This enables the association to provide a variety of valuable information to the government and enterprises. The secretariat also articulates the demands of the industry and enterprises, and undertakes various research projects as requested by government departments, providing a basis for the government to effectively monitor industry operations and formulate policies.
• Defending the rights and interests of the industry and enterprises: The association actively intervenes in various industry matters and safeguards the rights and interests of the industry from an objective and fair standpoint. It also advocates for the enactment and implementation of policies designed to support businesses in response to industry changes and evolving circumstances. The association provides co-ordination and consulting services for the industry and enterprises to promote healthy development.
• Carrying out industry planning, technical training, marketing, brand building and other campaigns: The association organises a range of activities to enhance the industry’s innovation capability, promotes the transformation and upgrading of the industry in a comprehensive and multi-level manner and strives for sustainable development, all of which have been highly recognised and praised by enterprises.

Currently, the Guangdong Toys Association supports enterprises and promotes industry development through:

• Organising key industry exhibitions: the Shenzhen International Toy and Education Fair, the Shenzhen International Stroller, Mother and Baby Product Fair, and the Shenzhen International Licensing and Licensed Product Fair. In addition, the Guangdong Toys Association serves as one of the largest representatives for Guangdong’s toy enterprises at the HKTDC Hong Kong Toys & Games Fair and the HKTDC Hong Kong Baby Products Fair, both held annually in January. These exhibitions provide substantial support for Guangdong’s toy enterprises to explore overseas markets.
• Building renowned media platforms: the ctoy.com.cn website and a network of new media channels. The association also utilises various platforms, including websites, social media accounts, video accounts, WeChat groups and printed promotional materials, to disseminate official industry information, connect manufacturers, gather upstream and downstream resources, and facilitate industry co-operation through both online and offline activities. All these efforts have become important tools for supporting industry development.

The Guangdong Toys Association has established extensive connections with domestic and overseas toy and trade associations in places including Hong Kong, the US, Japan, India, Russia and Malaysia. These connections allow the association to stay abreast of industry and market development, effectively serve its member enterprises and promote the industry’s healthy development.