Market Overview
The China toys market size was valued at USD 22.8 Billion in 2024 and is projected to reach USD 50.6 Billion by 2033. The market is expected to grow at a CAGR of 8.61% during the forecast period from 2025 to 2033. Key growth drivers include rising disposable incomes, urbanization, and increasing demand for educational and high-tech electronic toys. These factors, combined with social media influences and celebrity endorsements, position China as a significant player in the global toys industry.
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 valued at USD 22.8 Billion in 2024.
- Projected CAGR of 8.61% during 2025-2033.
- The forecast market size is USD 50.6 Billion by 2033.
- Guangdong held the largest market share with over 31.2% in 2024.
- Electronic/remote control toys accounted for 55.8% of the market in 2024.
- The rise of educational and STEM-based toys is driving market demand.
- E-commerce is increasingly important for toy sales in China.
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Market Growth Factors
- The China toys market is also driven by increase in disposable incomes and the middle-class population that is investing in luxury and educational toys. Urbanization and the rise of modern retail channels such as e-commerce are making it easier for consumers to access a wide variety of toys. Furthermore, government initiatives to promote quality early childhood education have encouraged parents to opt for educational and STEM toys to improve the learning through play experience.
Growth in the market is driven by teenagers' and adults' demand for collectible toys based on nostalgia or fandom and by technology, as demonstrated by the rise of interactive and smart toys. Calculated global creative partnerships with entertainment properties and brands are critical to its success. In April 2025, Hasbro partnered with the Shanghai-based card manufacturer Kayou to co-develop and globally launch a new My Little Pony Trading Card Game.
- The growth of e-commerce allows the toy industry in China to more directly reach consumers through major e-commerce platforms like JD.com, Taobao, and Douyin during shopping holidays like Double 11. Includes both livestream selling and influencer marketing, online sales are driven by convenience, selectivity, speed and ease of fulfillment, with customer and brand specific collections launched quickly to test the market digitally and reach consumers through targeted advertising.
Market Segmentation
Analysis by Product Type:
- Plush Toys
- Electronic/Remote Control Toys: Held the largest share at 55.8% in 2024, featuring innovative interactive features such as sound, lights, motion sensors, voice recognition, and connectivity. They foster cognitive skills, creativity, STEM knowledge, and provide entertainment through app integration and digital storytelling.
- Games and Puzzles: Valued for educational benefits including critical thinking, problem-solving, spatial awareness, hand-eye coordination, and social interaction.
- Construction and Building Toys
- Dolls
- Ride-Ons
- Sports & Outdoor Play Toys
- Infant/Pre-School Toys
- Activity Toys
- Others
Analysis by End-User:
- Unisex: Led the market in 2024 due to broad appeal beyond gender stereotypes, focusing on educational and developmental toys that aid creativity, problem-solving, and cognitive growth.
- Boys
- Girls
Analysis by Distribution Channel:
- Specialty Stores: Led the market in 2024, focusing on niche, unique, and educational toys that promote child development and cognitive skills.
- Supermarkets and Hypermarkets
- Departmental Stores
- Online Stores: Provide broad selections, competitive pricing, discounts, and convenience.
- Others
Analysis by Province:
- Guangdong: Held the largest market share of over 31.2% in 2024, serving as a major manufacturing hub with extensive factory presence, industrial clusters, innovation culture, and skilled labor.
- Jiangsu: Noted for strong manufacturing capacity, particularly in plastic and electronic toys.
- Shandong
- Zhejiang
- Henan
- Others
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Regional Insights
Guangdong stands as the dominant province in the China toys market, controlling a market share exceeding 31.2% in 2024. It is a critical manufacturing center with numerous factories and industrial clusters that drive innovation and efficiency. Guangdong's strong supply chain networks and skilled labor make it pivotal to both production and distribution within the country.
Recent Developments & News
- May 2025: Nike and LEGO launched co-branded kids' products in China, including footwear, apparel, and LEGO sets, with community events and a new recycled shoes playground in Shanghai.
- March 2025: LEGO introduced its first F1 Fan Zone at the 2025 Chinese Grand Prix in Shanghai, showcasing interactive LEGO F1 sets.
- March 2025: 52Toys announced plans for a Hong Kong IPO to raise up to USD 200 Million, leveraging global brand collaborations.
- January 2025: Bloks Group raised USD 215 Million in an oversubscribed Hong Kong IPO, indicating growth in designer toys.
- October 2024: Blokees launched new products at the 2024 China Toy Expo with global partnerships in over 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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