China toy retail excluding designer/collectible toys reached 103.53 bln yuan in 2025, up 5.8% YoY; designer/collectible toy retail totaled 67.69 bln yuan, up 45.4% YoY. China Toy and Juvenile Products Association president Zhang Ying said Chinese firms have increasingly captured the global shift toward larger-child and adult-focused products, citing marked changes she observed at European trade shows in 2024 and the appearance of dedicated collectible-toy zones by early 2026.

2026-06-01

China toy retail excluding designer/collectible toys reached 103.53 bln yuan in 2025, up 5.8% YoY; designer/collectible toy retail totaled 67.69 bln yuan, up 45.4% YoY. China Toy and Juvenile Products Association president Zhang Ying said Chinese firms have increasingly captured the global shift toward larger-child and adult-focused products, citing marked changes she observed at European trade shows in 2024 and the appearance of dedicated collectible-toy zones by early 2026.

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