The Domestic Market Demand for Educational Toys is Increasing

Educational toys refer to products that can develop intelligence and increase wisdom during children's play. According to different forms, educational toys can be divided into rings, buckles, ropes, jigsaw puzzles, building blocks, and comprehensive ones. In recent years, with the continuous improvement of the national income level and the continuous change of educational concepts, the new generation of parents pay more and more attention to children's enlightenment education. Educational toys rely on their ability to develop intelligence, train sensory functions, exercise thinking ability, and stimulate imagination. With the role of strength and creativity, it has gradually become the first choice for parents to carry out preschool education for children, and the industry has a good development prospect.

According to the seventh national census data, the total population of the country is 1.41178 billion, of which 253.38 million are aged 0-14, accounting for 17.95% of the total population. With the implementation of the three-child policy, the number of domestic newborn babies is expected to further increase, and the market demand for educational toys will continue to expand accordingly, and the industry has a broad space for development. According to the "2022-2026 China Educational Toy Market Competition Status Investigation and Analysis and Investment Development Prospect Research Report" released by Xinsijie Industry Research Center, the domestic toy market size in 2020 will be 78.24 billion yuan, a year-on-year increase of 3.9%, of which the Building block toys have the largest sales volume, accounting for 6.5% of sales.

As the post-90s and post-00s gradually become new-generation parents, children’s enlightenment education is increasingly valued. The new-generation parents put forward higher requirements for toys that are fun, educational, interactive, and personalized. The market size of educational toys will continue to grow. Continuously expanding, the industry has a good development prospect. It is estimated that the scale of the domestic toy market will be close to 95 billion yuan in 2022. As the main market segment of the toy industry, educational toys will continue to expand, and the industry has great potential for development.

The upstream raw material suppliers of the educational toy industry chain mainly include metal, plastic, rubber, cardboard, wood, textile materials, etc.; the midstream is the toy manufacturer, mainly including product design, manufacturing, and packaging; the downstream is the application market, mainly for the terminal consumer.

my country is the world's largest toy manufacturing and exporting country. At present, Guangdong Province is China's largest educational toy production and export base. In 2021, the number of related enterprises will exceed 600,000, followed by Zhejiang Province and Shaanxi Province. At present, foreign brands still occupy a large market share in the domestic educational toy market, among which Lego is the leading enterprise in the domestic market, accounting for nearly 50% of the domestic market share.

In recent years, driven by market demand, domestic educational toy brands are also constantly seeking opportunities, various popular IP innovative products, and new series developed in combination with China Aerospace, Shandong Ship and other scientific and technological achievements. As domestic educational toy brands continue to seek new opportunities and develop local advantages, there is still a lot of room for improvement in the domestic educational toy industry in the future, and the industry has great potential for development.