{"id":11264,"date":"2021-09-30T17:17:40","date_gmt":"2021-09-30T09:17:40","guid":{"rendered":"https:\/\/newsbites.hktdc.com\/?p=11264"},"modified":"2023-03-23T10:52:13","modified_gmt":"2023-03-23T02:52:13","slug":"china-toy-market-overview","status":"publish","type":"post","link":"https:\/\/newsbites.hktdc.com\/markets\/china-toy-market-overview\/","title":{"rendered":"China’s Toys Market Overview 2021"},"content":{"rendered":"\t\t
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Market Overview<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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According to the\u00a02021 China Toy and Juvenile Products Industry Report<\/em>, during the\u00a0Covid-19<\/em>\u00a0pandemic, total retail sales of China\u2019s toys and games market in 2020 grew 2.6% year\u2011on\u2011year to RMB77.97 billion. The most bought toys were plastic building block sets, which accounted for 16.2% of the total, followed by plush toys<\/a> (14.9%), dolls<\/a>\/mini figurines (12.6%), and remote\u2011control toys (10.9%). According to market research firm Renub Research<\/em>, China\u2019s toy market could reach a compound annual growth rate of 4.04% for the period 2020\u20112026.<\/p>

As urban incomes rise and the quality of life improves, the demand among mainland residents for toys grows. A Chinese Mainland toy consumer survey conducted by the\u00a0Hong Kong Trade Development Council (HKTDC)<\/em>\u00a0revealed that, although parents do not consider toys a necessity, 95% of them are willing to keep on buying toys so that their children have a happy childhood.<\/p>

The survey also discovered that what parents require from toys changes as their children grow up. When children are under 9 years old, their parents concentrate more on buying toys that develop children\u2019s intelligence. When children are aged between 9 and 14, their parents are more concerned with cultivating their interest in science and science\u2011related subjects. This may be related to the belief among parents that there is a golden period in childhood for rapid learning, generally considered to be between the ages of 5 and 6.<\/p>

The number of children aged 14 and under in Chinese Mainland was 253 million in 2020. Statistics show that in the last decade, since the implementation of the two\u2011child policy, the under\u201114 population has increased by 1.35%. To optimise China\u2019s childbirth policy, under the recently adopted\u00a014th Five-Year Plan<\/em> couples are free to have up to three children and will receive economic and social policy support. The relaxation of the childbirth policy and the growth in the size of the middle\u2011class bodes well for the mainland toy market.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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5 main types of toys in the Chinese market<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Toys in the Chinese market can be classified broadly into four categories \u2011 electronic, mechanical, plastic and wooden. In addition to traditional products, models, licensed toys (including movie spin\u2011offs, cartoon characters, etc), high\u2011tech toys and educational toys (including \u2018STEM\u2019 \u2013 Science, Technology, Engineering and Mathematics \u2013 items) have continued to come onto the market.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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1. Electronic toys<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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High\u2011tech electronic toys have become increasingly popular in recent years. Interactive, electronic toys with relatively high technology content have emerged as mainstream items. Another growth area is educational toys, which inspire children\u2019s imagination and creativity and enhance their coordination. Toys that combine learning and fun are well received by children and parents alike.<\/p>

E\u2011sports games have enjoyed rapid growth in Chinese Mainland in recent years and their development has fuelled the growth of the electronic toys market. E\u2011sports games are played using electronic devices, such as computers and video game consoles, with gameplay typically emphasising players trying to outwit rivals through move and countermove.<\/p>

At present, the total value of China\u2019s e\u2011sports market is RMB150 billion. According to\u00a0Sensor Tower<\/em>, an app analytics firm, there are 39 Chinese manufacturers among the top 100 games distributors around the world in terms of revenue. With a combined revenue of some US$2.39 billion, these Chinese manufacturers account for 40.3% of the total revenue of the global top 100.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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2. Educational toys<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Educational toys and toys that can help children learn are preferred by modern parents. In the survey conducted by\u00a0HKTDC<\/em>, almost half of all parents saw it as important that toys should help enhance their children\u2019s intelligence. The huge attention paid to educational toys in recent years has led to robust sales of STEM items, including new\u2011tech toys such as those incorporating artificial intelligence (AI) and virtual reality (VR).<\/p>

Overall, mainland parents think STEM toys are likely to boost their children\u2019s learning and are willing to pay a premium price for them. Furthermore, now that the recently published\u00a0White Paper on STEM Education in China<\/em>\u00a0has incorporated STEM education into the national standard curriculum, parents\u2019 demand for STEM toys has remained high. In view of the massive market potential for innovative AI\u2011led toys, the design of such items across the mainland has increasingly focused on incorporating smart elements.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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3. Animation and related spin-offs<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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According to market estimates, nearly 80% of the world\u2019s animation spin\u2011off products are currently made in Chinese Mainland. Of these, nearly half are manufactured in Guangdong. A research report conducted by a mainland market research company,\u00a0China Industry Research<\/a><\/em>, showed that the mainland animation spin\u2011off industry is in robust shape, accounting for more than 70% of the animation industry\u2019s total profits.<\/p>

According to research by mainland consulting company\u00a0ASKCI<\/em>, the animation spin\u2011off market in China was worth more than RMB77 billion in 2019, with animation toys accounting for the lion’s share of this. For example, the popularity of domestically produced animation films such as\u00a0Ne Zha<\/em>\u00a0and\u00a0Monkey King: Hero is Back<\/em>\u00a0has driven the consumption of spin\u2011off toys.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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4. Trending toys<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Trending toy studios and designers first appeared in China in 2005, but the market at that time was still in its infancy. Figures from Chinese data analysis platform\u00a0iiMedia Research<\/em>\u00a0indicate that the size of China\u2019s trending toys market in 2020 was close to RMB30 billion. \u201cBlind box\u201d toys, in particular, have become the latest craze because players have no way of knowing what toy is inside a box and blind\u2011box toys are all very rare. The craze has also boosted transaction volumes in the second\u2011hand markets for blind boxes. It has been reported that, on the mainland, more than 440,000 blind\u2011box players are trading on the\u00a0Idle Fish<\/em>\u00a0used\u2011goods selling platform, with the transaction amount exceeding RMB120 million in November 2020.<\/p>

The size of the market for anime garage kit (GK) figures reached RMB2.81 billion in 2020 and is expected to hit RMB5 billion by 2023. According to a survey, male and female consumers have different considerations when buying GK figures: male consumers are more concerned with poses and postures, whereas female consumers are more interested in the costume designs of the figures. As for the models they favour, most consumers will simply buy a product they like and want to collect it as a souvenir. Consumers\u2019 primary consideration for buying a product is price, followed by whether or not the product is genuine, and then by its online word of mouth. The least important concerns are the degree of the figure\u2019s likeness and personal preference.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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5. IP-licensed toys<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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The potential for IP toys is huge because mainland consumers are generally receptive to higher prices and their repeat purchase rate is high. In the user analysis section of the\u00a0China Licensing Industry Report 2021<\/em>, it was observed that Chinese consumers accept higher prices for IP\u2011licensed products. 92.9% of the consumers interviewed reported that they had bought IP\u2011licensed products at prices as much as 50% higher than those of similar products. Meanwhile, 94.5% of the interviewees said they were very willing to make repeat purchases. With consumers of IP\u2011licensed toys having low price sensitivity and users having high brand loyalty, the market has a lot of development potential. A study by market research firm\u00a0NPD<\/em>\u00a0shows that the three most popular IP\u2011licensed toy brands on the mainland are\u00a0Mercedes Benz<\/em>,\u00a0Ultraman<\/em>\u00a0and\u00a0Disney Frozen<\/em>. Outdoor and sports toys account for the greatest share of the IP\u2011licensed toy market (26%), while the prospects of dolls\/rag baby toys appear to be the brightest, as their share of the market rose by 178%.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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China\u2019s 2020 toy imports breakdown<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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HS Code<\/strong><\/p><\/td>

Description<\/strong><\/p><\/td>

2020<\/strong>
(US$ m)<\/strong><\/p><\/td>

19\/20\u00a0Growth (%)<\/strong><\/p><\/td><\/tr>

9503<\/p><\/td>

Tricycles, scooters, pedal cars and similar wheeled toys; carriages; dolls; other toys: reduced-size (\u201cscale\u201d) models and similar recreational models working or not; puzzles of all kinds<\/p><\/td>

773.5<\/p><\/td>

2.4<\/p><\/td><\/tr>

9504<\/p><\/td>

Articles for funfair, table or parlour games, including pintables, billiards, special tables for casino games and automatic bowling alley equipment<\/p><\/td>

579.1<\/p><\/td>

-17.8<\/p><\/td><\/tr>

9505<\/p><\/td>

Festive, carnival or other entertainment articles, including conjuring tricks and novelty jokes<\/p><\/td>

6.5<\/p><\/td>

-35.4<\/p><\/td><\/tr><\/tbody><\/table>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\"HKTDC\u00a0\u00a0Visit\u00a0HKTDC research<\/a>\u00a0and read the full version of the article<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Market Overview According to the 2021 China Toy and Juvenile Products Industry Report, during the Covid-19 pandemic, total retail sales of China\u2019s toys and games market in 2020 … <\/p>\n","protected":false},"author":11,"featured_media":11298,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,372],"tags":[],"class_list":["post-11264","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-markets","category-toys"],"yoast_head":"\nChina's Toys Market Overview 2021 - HKTDC Newsbites<\/title>\n<meta name=\"description\" content=\"Market Overview According to the 2021 China Toy and Juvenile Products Industry Report, during the Covid-19 pandemic, total retail sales of\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sourcing.hktdc.com\/newsbites\/china-toy-market-overview\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"China's Toys Market Overview 2021 - 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