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In recent years, both the toy and baby products industries have experienced a growing number of positive trends, spanning product innovation, sales channels, and trade exhibitions. Despite being hit by the global economic crisis, China’s toy manufacturing sector is now focusing on a promising niche: the infant and child product market, which is valued at over one trillion yuan.
According to a report from the Guangdong Toy Association on March 11, the material and economic crises that began in the second half of 2008 had a widespread impact globally. As the world's largest toy production and export hub, China’s toy exports faced significant challenges. According to data from China Customs, last year the country exported toys worth $19.83 billion, a year-on-year drop of 22.46%. In Guangdong alone, toy exports fell by 25.29% to $12.754 billion.
For a long time, China’s toy exports were mainly based on processing trade, which placed them in a weak position within the supply chain. This model often resulted in low profit margins and heavy reliance on international markets, making it particularly vulnerable during economic downturns. However, many Chinese toy companies are now actively seeking new growth opportunities amid these challenges. The massive baby products market in China, with a total value exceeding one trillion yuan, has become a key target for these manufacturers.
Experts note that as living standards improve and consumer awareness evolves, parents are becoming more focused on the practicality and multifunctional aspects of baby products. They seek items that offer entertainment, education, developmental support, and physical activity—areas where toys can seamlessly integrate. Additionally, both the toy and baby products industries are looking for new growth points, expanding into related sectors.
Statistics show that over 16 million newborns were born in mainland China last year. Sociologists believe the country is experiencing its fourth "baby boom" since the founding of the People's Republic of China, with this trend expected to continue until 2015. This surge in births has created a large and growing market for infant products. Currently, there are nearly 170 million children aged 0 to 6 in mainland China. The annual growth rate of infant products exceeds 30%, with the market reaching 850 billion yuan by the end of 2008 and projected to surpass one trillion yuan by 2010.
In the U.S., toys make up about 50% of the baby economy, while in China, they account for only around 5%. Experts attribute this difference to cultural factors. In the U.S., toys are considered essential daily items for children, whereas in China, they are still largely seen as luxury goods. However, in recent years, Chinese consumers have been increasingly influenced by Western educational values, leading to a shift in perception. This change is fueling the convergence between baby products and toys.
To meet this rising demand, many toy exhibitions in mainland China are expanding their focus to include baby and children’s products. The 22nd Guangzhou International Toys and Models Fair, set to take place in April, will feature an independent exhibition dedicated to baby and children’s products for the first time. This initiative aims to provide a dedicated platform for companies in the industry. The event has received strong support from exhibitors and buyers, with the exhibition size doubling compared to the previous year and the number of professional buyers expected to exceed past records.
August 22, 2025