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In the upgrading and iteration of the toy industry, the building block category has grown rapidly and has become one of the hottest outlets. Plastic building blocks have gradually become one of the most popular categories in the toy market. The audience of plastic building block toys is gradually developing towards all age groups. In addition to children’s categories, plastic building block products have also become important target customers. With the growth of the economic level and the popularity of Internet e-commerce, more and more Many high-quality building blocks can reach a wider age range through the Internet.

As the domestic per capita consumption level continues to rise, the overall toy industry in China is currently growing steadily, and China's plastic building block toy industry has experienced a development stage of steady growth in the past few years. From 2017 to 2021, the market size of China's plastic building block toy industry increased from 14.2 billion yuan to 20.6 billion yuan, with a compound annual growth rate of 9.75%. Among them, the market size of plastic building block toy pre-installation increased significantly, with a compound annual growth rate of 9.75%.

01. The plastic building block toy industry has developed rapidly, and the product audience has also changed.
With the development of science and technology, people's requirements for entertainment are getting higher and higher, especially for the pursuit of toy details and gameplay. Therefore, many creatives have developed more varied types of building blocks, so plastic and metal building blocks have also appeared one after another. Its target audience has also changed from children and teenagers to toys of all ages with the gradual development of high-end products. China's plastic building block toy industry has experienced a stage of steady growth in the past few years.
02. Domestic brands in the plastic building block toy industry are rising, and the industry has broad prospects for development.
Nowadays, domestic building block brands are on the rise, but compared with well-known foreign brands, there is still a big gap. The main reason is that the homogenization of early domestic building block brands was serious, and there was a certain gap between the production process and the top brands. Therefore, even though domestic building block brands have begun to produce many excellent products, consumers still need a process of acceptance and understanding. Domestic building block brands still need to improve in IP development, process polishing, and original design, and the industry has broad prospects for development.
03. The direction of the plastic building block toy industry is to sink the market and differentiated development.
In the past, domestic building block brands were small and scattered, mostly OEM-based, but now they are turning to independent brands and catching up, gradually showing their strength in supply chain, original design, and craftsmanship. The market space is vast, and the needs and preferences of consumers are becoming more and more diverse. Even a "rising star" in the building block market can find its own survival and development space as long as it has a foothold in the market, persists in innovation, and pays attention to the needs of consumers. For domestic building block brands, focusing on the layout of the sinking market, the development of domestic products, improving the technology of building blocks, and strengthening the control and requirements of building block raw materials will be a good opportunity for overtaking on a bend.

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