Market Overview of My Country's Toy Industry

As a big toy producing country, China has a large number of toy manufacturers. More than 70% of the world's toy products are produced in China. From 2016 to 2021, China's toy export value will continue to grow, from US$18.39 billion in 2016 to US$46.12 billion in 2021. Among them, the United States is a major exporter of Chinese toys. In 2021, its exports to the United States will be US$1.38 billion, an increase of 57.3% over the previous year, accounting for 29.2% of China's total toy exports.

Compared with developed countries, the current market concentration of my country's toy industry is relatively low. In 2021, among the top 10 brands in the toy market, Lego is the best, accounting for 7.7%.

However, as some domestic companies have made breakthroughs in R&D capabilities, technical levels, brands, and IP design, their market share has increased, their competitiveness has continued to increase, and their brand awareness has also continued to increase. Since 2018, the market share of the domestic brand Bubble Mart has continued to increase. In 2021, Bubble Mart will have a market share of 4.3%. In the future, as more and more domestic toy manufacturers continue to improve their brand effects, the leading structure in the industry will be further formed, and the industry concentration will also further increase.

The main consumer groups of toys are children aged 0-14. In 2015, my country implemented the two-child policy, and in 2021, it voted to pass the three-child policy, which brought positive factors to the development of the toy industry. At the same time, with the deepening of the concept of "education through entertainment", the diversified needs of infants and young children for toys will continue to stimulate the development of the toy market in the future.