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As of 2025, the toy retail sales market in China was worth * billion yuan, increasing from around billion yuan in 2024. China's toy retail market saw steady growth in the previous years.

Toys not just for fun

Chinese parents pay great attention to the education of their kids, which also affects the toy retail market in China. According to 2024 data, educational effects of toys were among the leading factors for selecting toys among consumers in China. Additionally, on China's leading e-commerce website Tmall, the most expensive toy was learning machines.

A spike in toy consumption

China's toy market has been experiencing robust growth over the past few years as a result of rising income and the relaxation of the One-Child Policy. The accelerating market attracted many toymakers from home and abroad. The Japanese toys and games manufacturer Bandai Namco announced plans to enter China's baby toy market in 2019. Furthermore, LEGO, the Danish construction toy giant, opened most of its new branded stores in China in 2020 and 2021.