Traditional Toys and Games in China

PROSPECTS

Healthy growth for traditional toys and games

The National Bureau of Statistics of China states that 17.2 million births were recorded nationwide in 2017, a decline of 630,000 on 2016.

Intelligence explorer function toys on the rise

Chinese consumers favour intelligence explorer function toys. In 2017, construction toys remained the standout category in traditional toys and games.

Traditional toys and games stores upgrade

Traditional toys and games stores steadily gained retail value share over the review period, including 2017, by developing new-style stores that optimise the shopping experience. Hamleys, which has opened its largest store worldwide in Beijing, aims to establish it as a “lifestyle centre store”, rather than simply a toy shop, with the goal of “bringing toys to life”.

COMPETITIVE LANDSCAPE

Animated series and films to drive sales of licensed toys

As licensing plays an essential role in driving sales of traditional toys and games, large-scale manufacturers continued to launch cartoon series and films to attract consumers’ attention to their toys. Alpha Group, one of the leading players in traditional toys and games, is famous for introducing toys based on its popular animated series.

More emphasis on experiential services

To strengthen brand awareness and boost sales, manufacturers are providing experiential services based on strong licenses, covering amusement parks, restaurants and hotels. For example, in 2017, Alpha Group built its first indoor amusement park in Guangzhou, as well as a themed hotel in Shanghai in partnership with Home Inn, where its franchises, such as Super Wings and The Balala Little Magic Fairy, are featured.

International players partner local giants to win over local consumers

To overcome cultural barriers and expand their business in China, international players are seeking collaboration with local companies. LEGO Trading (Beijing) has formed a partnership with tech giant Tencent Games to explore licensed games and create a social network and a “video zone” for children on Tencent Games’ video streaming platform, as well further develop LEGO Boost.

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