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China Toys Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2019-2024

  • ID: 4763120
  • Report
  • April 2019
  • Region: China
  • 124 pages
  • IMARC Group

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  • Hasbro,Inc
  • Lego
  • Mattel Inc.
  • Micro Mobility Systems Ag
  • Ravensburger Ag
  • Sieper Gmbh
  • MORE
The China toys market was worth US$ 13.4 Billion in 2018. The market is further projected to reach a value of US$ 24.9 Billion by 2024, exhibiting a CAGR of 10.8% during 2019-2024. China is one of the leading toy markets in the world and its potential growth has created a huge opportunity for domestic and international toy manufacturers. The demand for toys in China is changing from traditional and decorative toys to electronic or remote-controlled toys. With inflating income levels of urban dwellers and rising standards of living, a shift has been witnessed from conventional toys to innovative electronic and plush toys. Moreover, the recent relaxation of the one-child policy in China has also added a large number of new-borns to the population, thereby expanding the consumer base of the toys market.

China Toys Market Drivers/Constraints:

The increasing domestic demand for toys in China is currently being catalysed by the country’s economic growth and rising disposable incomes. China has exhibited strong GDP growth rates for the last several decades and now represents the world’s second largest economy. Owing to this fact, the middle-class population is increasing in the region. People have more disposable incomes and their spending patterns have also changed. This has resulted in a transition from traditional, low-end battery-operated toys, towards innovative electronic toys, intelligent toys as well as high-end plush toys and decorative cloth toys.

The relaxation of the one-child policy in 2013 in favor of a two-child plan has brought an influx of newborns in China. In 2016, China implemented the two-child policy completely under the 13th Five-Year Plan (2016-2020). According to the Hong Kong Trade and Development Council, the two-child policy has resulted in adding 2.4 million newborns in China each year. This is expected to expand the consumer base for toys creating a positive impact on the market.

There are large variety of toys currently available in the toys market in China. The diverse product category ranges from traditional plush toys, construction and building toys, dolls, board games and puzzles to high-end electronic toys, educational toys, ride-ons, up-market plush toys and dolls. There are toys which are domestically produced by small, medium and large manufactures and also there are products from renowned international brands. Each toy category has inexpensive and high-end versions. This large product portfolio along with their varied price ranges are able to cater to the consumers from different incomes groups, thereby bolstering the market growth.

Online sales channels have recently witnessed a boom in China with the evolution of smartphones and other digital media. As the quality and features of products can be discussed among shoppers, and prices can be compared on various platforms, the online sales channels represents one of the fastest growing distribution channels for toys in China. Few of the major e-commerce platforms for toys are T-Mall, Taobao, jd.com etc. These online platforms provide an opportunity to international brands to open exclusive online stores and directly sell products to Chinese consumers without being physically present in the country. Evolution of these online sales channels has made various categories of products and brands easily accessible to consumers and catalyzed the growth of the market.

Market Summary

Product Type Insights:

On the basis of product type, plush toys are the most popular type of toys in China. Other major product types include infant/pre-school toys, activity toys, dolls, games and puzzles, construction and building toys, electronic/remote control toys, sports and outdoor play toys, ride-ons and others.

End-User Insights:

Based on the end-user, the report finds that unisex toys dominated the market. Unisex toys were followed by the girls’ and boys’ segments.

Distribution Channel Insights:

On the basis of distribution channel, the market has been segmented into specialty toy chain stores, supermarkets and hypermarkets, departmental stores and online. Currently, specialty toy chain stores represent the largest distribution channel as these stores have well established networks and offer a wide range of products.

Province Insights:

Based on the province, Guangdong enjoys the leading position in the market. Other major provinces are Jiangsu, Shandong, Zhejiang and Henan.

Competitive Landscape:

The toy market in China consists of both local and international manufacturers. The report provides a list of the key manufacturers across all major product types.

This report provides a deep insight into the China toys market covering all its essential aspects. This ranges from macro overview of the market to micro details of the industry performance, recent trends, key market drivers and challenges, SWOT analysis, Porter’s five forces analysis, value chain analysis, etc. This report is a must-read for entrepreneurs, investors, researchers, consultants, business strategists, and all those who have any kind of stake or are planning to foray into the China toys market in any manner.

Key Questions Answered in This Report:
  • How has the China toys market performed so far and how will it perform in the coming years?
  • Which are the popular product types in the China toys market?
  • What are the major distribution channels in the China toys market?
  • What are the major end-users in the China toys market?
  • What is the share of various provinces in the China toys market?
  • What are the various stages in the value chain of the China toys industry?
  • What are the key driving factors and challenges in the China toys industry?
  • What is the structure of the China toys market and who are the key players?
  • What is the degree of competition in the China toys market?
Note: Product cover images may vary from those shown


  • Hasbro,Inc
  • Lego
  • Mattel Inc.
  • Micro Mobility Systems Ag
  • Ravensburger Ag
  • Sieper Gmbh
  • MORE
1 Preface

2 Scope and Methodology
2.1 Objectives of the Study
2.2 Stakeholders
2.3 Data Sources
2.3.1 Primary Sources
2.3.2 Secondary Sources
2.4 Market Estimation
2.4.1 Bottom-Up Approach
2.4.2 Top-Down Approach
2.5 Forecasting Methodology
2.6 Study Assumptions

3 Executive Summary

4 Introduction
4.1 Overview
4.2 Key Industry Trends

5 China Toys Market
5.1 Market Overview
5.2 Market Performance
5.3 Market Breakup by Product Type
5.4 Market Breakup by Distribution channel
5.5 Market Breakup by End-User
5.6 Market Breakup by Province
5.7 Market Forecast
5.8 SWOT Analysis
5.8.1 Overview
5.8.2 Strengths
5.8.3 Weaknesses
5.8.4 Opportunities
5.8.5 Threats
5.9 Value Chain Analysis
5.9.1 Overview
5.9.2 Research and Development
5.9.3 Raw Material Procurement
5.9.4 Manufacturing
5.9.5 Quality Control
5.9.6 Marketing
5.9.7 Distribution
5.9.8 Retailers
5.9.9 End Users
5.10 Porter’s Five Forces Analysis
5.10.1 Overview
5.10.2 Bargaining Power of Buyers
5.10.3 Bargaining Power of Suppliers
5.10.4 Degree of Rivalry
5.10.5 Threat of New Entrants
5.10.6 Threat of Substitutes
5.11 Price Analysis
5.11.1 Price Ranges
5.11.2 Price Indicators

6 Market Breakup by Product Type
6.1 Plush Toys
6.1.1 Market Overview
6.1.2 Market Performance
6.1.3 Competitive Landscape
6.1.4 Value Chain
6.1.5 Market Forecast
6.2 Electronic/Remote Control Toys
6.2.1 Market Overview
6.2.2 Market Performance
6.2.3 Competitive Landscape
6.2.4 Value Chain
6.2.5 Market Forecast
6.3 Games and Puzzles
6.3.1 Market Overview
6.3.2 Market Performance
6.3.3 Competitive Landscape
6.3.4 Value Chain
6.3.5 Market Forecast
6.4 Construction and Building Toys
6.4.1 Market Overview
6.4.2 Market Performance
6.4.3 Competitive Landscape
6.4.4 Value Chain
6.4.5 Market Forecast
6.5 Dolls
6.5.1 Market Overview
6.5.2 Market Performance
6.5.3 Competitive Landscape
6.5.4 Value Chain
6.5.5 Market Forecast
6.6 Ride-Ons
6.6.1 Overview
6.6.2 Market Performance
6.6.3 Competitive Landscape
6.6.4 Value Chain
6.6.5 Market Forecast
6.7 Sports & Outdoor Play Toys
6.7.1 Market Overview
6.7.2 Market Performance
6.7.3 Competitive Landscape
6.7.4 Value Chain
6.7.5 Market Forecast
6.8 Infant/Pre-School Toys
6.8.1 Market Overview
6.8.2 Market Performance
6.8.3 Competitive Landscape
6.8.4 Value Chain
6.8.5 Market Forecast
6.9 Activity Toys
6.9.1 Market Overview
6.9.2 Market Performance
6.9.3 Competitive Landscape
6.9.4 Value Chain
6.9.5 Market Forecast
6.10 Others
6.10.1 Market Overview
6.10.2 Market Performance
6.10.3 Market Forecast

7 Market Breakup by Distribution Channel
7.1 Specialty Toy Chain Stores
7.1.1 Overview
7.1.2 Market Performance
7.1.3 Market Forecast
7.2 Supermarkets and Hypermarkets
7.2.1 Overview
7.2.2 Market Performance
7.2.3 Market Forecast
7.3 Departmental Stores
7.3.1 Overview
7.3.2 Market Performance
7.3.3 Market Forecast
7.4 Online Stores
7.4.1 Overview
7.4.2 Market Performance
7.4.3 Market Forecast
7.5 Others
7.5.1 Overview
7.5.2 Market Performance
7.5.3 Market Forecast

8 Market Breakup by End-User
8.1 Unisex
8.1.1 Overview
8.1.2 Market Performance
8.1.3 Market Forecast
8.2 Boys
8.2.1 Overview
8.2.2 Market Performance
8.2.3 Market Forecast
8.3 Girls
8.3.1 Overview
8.3.2 Market Performance
8.3.3 Market Forecast

9 Market Breakup by Province
9.1 Guangdong
9.1.1 Overview
9.1.2 Market Performance
9.1.3 Market Forecast
9.2 Jiangsu
9.2.1 Overview
9.2.2 Market Performance
9.2.3 Market Forecast
9.3 Shandong
9.3.1 Overview
9.3.2 Market Performance
9.3.3 Market Forecast
9.4 Zhejiang
9.4.1 Overview
9.4.2 Market Performance
9.4.3 Market Forecast
9.5 Henan
9.5.1 Overview
9.5.2 Market Performance
9.5.3 Market Forecast
9.6 Others
9.6.1 Overview
9.6.2 Market Performance
9.6.3 Market Forecast

10 Toys Manufacturing Process
10.1 Product Overview
10.2 Raw Material Requirement
10.3 Various Types of Unit Operations Involved
10.4 Key Success and Risk Factors

11 Competitive Landscape
11.1 Competitive Structure
11.2 Key Players

12 Profile of Key Players
12.1 Mattel, Inc.
12.2 Lego
12.3 Hasbro,Inc
12.4 Vtech
12.5 Hape International (Ningbo) Ltd.
12.6 Silver Lit Toys Manufactory Limited
12.7 Sieper Gmbh
12.8 Micro Mobility Systems Ag
12.9 Ravensburger Ag
12.10 Shantou City Big Tree Toys Co., Ltd.

*List of Tables and Figures are available on enquiry
Note: Product cover images may vary from those shown
  • Mattel Inc.
  • Lego
  • Hasbro,Inc
  • Vtech
  • Hape International (Ningbo) Ltd.
  • Silver Lit Toys Manufactory Limited
  • Sieper Gmbh
  • Micro Mobility Systems Ag
  • Ravensburger Ag
  • Shantou City Big Tree Toys Co. Ltd.
Note: Product cover images may vary from those shown