It was learned today that the China Toy & Juvenile Products Association released the “2026 White Paper on the Development of China’s Toy and Juvenile Products Industry.”
Data from the white paper shows: The children’s toy market has a solid foundation and has exceeded the one trillion yuan mark for the first time.In 2025, the total domestic retail sales of toys (excluding trendy toys) reached 103.53 billion yuan, an increase of 5.8% over the previous year.
While the children’s toy market remains solid, the trendy toy market is growing rapidly.The total retail sales of trendy and collectible toys were 67.69 billion yuan, a year-on-year increase of 45.4%.
Trendy toys combined with IP are more popular among consumers: 56.8% of surveyed consumers stated that IP is the most important factor when choosing trendy toys. Consumers’ fondness for original Chinese IP is increasing. In 2025, the 10 shopping malls that held the most ACG-themed events hosted a total of 850 IP-themed activities, of which original Chinese IP accounted for 40.8%.
Among juvenile products in 2025, the total domestic retail sales of child safety seats were 6.02 billion yuan, achieving double-digit growth of 10.1%; the total domestic retail sales of strollers were 16.37 billion yuan, a decrease of 3.6% from the previous year; the total domestic retail sales of baby bottles were 7.25 billion yuan, a decrease of 1.5% from the previous year.
