From Western celebrities to the streets of Southeast Asia, from North American shopping malls to Japanese subways, Chinese trendy toys are becoming the new darlings in the hands of young people around the world. Trendy toys have transitioned from niche subcultures into the mainstream consumer market, serving as a form of emotional connection and social currency among young consumers. In Q2 2025, the number of trendy toy orders on the Xianyu (Idle Fish) platform increased by 330.2% year-on-year, while transaction volume grew by 309.7%.
Market Shift: A 100-Billion-Yuan Track from Margins to Mainstream
Trendy toys, also known as “Art Toys” or “Designer Toys,” are products that combine artistic design with fashion-forward attributes. Compared with regular toys, trendy toys target an older demographic. Their appeal lies not in being “played with,” but in the value behind their intellectual property (IP) and creative fashion elements.
The global trendy toy market is growing rapidly. According to data from Frost & Sullivan, between 2015 and 2024, the global trendy toy market expanded from RMB 8.7 billion to RMB 44.8 billion (approx. USD 6 billion), with a compound annual growth rate (CAGR) close to 23%.
According to the latest report by QYResearch, the global trendy toy market is expected to reach RMB 174.46 billion (approx. USD 24 billion) by 2031, with a CAGR of 5.3% from 2025 to 2031.
The Chinese trendy toy market is also showing rapid growth. In 2024, the market size of the blind box sector in China reached around RMB 28 billion (approx. USD 3.9 billion). The blind box consumer base is predominantly young: those aged 18–24 account for about 40%, followed by those aged 25–34 at about 35%. Women are the core consumer group, making up 75% of total buyers.
The rise of trendy toys is essentially a byproduct of economic development. When people’s basic survival needs are met, consumption naturally shifts from functional value to emotional value. Characters like Molly and Labubu are tangible carriers of the emotional needs of young people.
The Power of China: From Follower to Leader
Although Chinese trendy toy companies started relatively late, they’ve grown rapidly. In 2016, Pop Mart collaborated with Hong Kong designer Kenny to launch the Molly Zodiac series. With its unique character design and industrialized blind box operation model, Pop Mart propelled trendy toys into the mass market as a mainstream consumer product.
As latecomers, Chinese companies leveraged their manufacturing capabilities and vast domestic market to enter the ranks of top global players quickly. In addition to Pop Mart, companies like Miniso, Bloks (Blokko), and 52TOYS have also made notable strides in international markets.
The success of these companies is primarily due to their strengths in IP operations. Many have chosen to collaborate with internationally recognized IPs to reduce the cost of market education. For example, 52TOYS has partnered with Crayon Shin-chan, Lotso Bear, Tom and Jerry, and other IPs, allowing their products to gain instant traction and visibility upon release.
Supply Chain Advantage: The Confidence Behind “Made in China”
What enables these products to iterate so quickly is China’s mature supply chain system. After years of development, China has formed the world’s most complete production network for trendy toys.
From 3D printing and mold development to mass production, all stages are highly coordinated. Related factories are densely clustered in places like Dongguan and Shenzhen in Guangdong province.
Outstanding supply chain integration and efficiency allow Chinese trendy toy brands to maintain lower production costs and faster time-to-market. For products of the same quality, Chinese trendy toys are generally 30%–50% cheaper than their Western counterparts. Combined with shorter production cycles, this gives domestic brands a significant edge in overseas competition. This supply chain elasticity also serves as a crucial safeguard against market volatility.
Going Global: From Products to Culture
Chinese trendy toy brands are adopting multiple strategies to go global. From the outset, Pop Mart chose to collaborate with designers worldwide and create IPs tailored to different overseas markets. They are also deepening localization in marketing, distribution channels, and company structure.
The global popularity of LABUBU is a prime example. It first gained exposure in Europe and the U.S. through celebrity endorsements, then spread to Japan, South Korea, and Southeast Asia via social media, eventually prompting Chinese collectors to seek overseas resellers. Such a wide-reaching transmission is rarely seen in other consumer industries.
A representative of Pop Mart International Group commented: “We hope to leverage the international stage to show the world the diversity and expansiveness of trendy toy IPs.”
Guochao Elements: A New Vehicle for Cultural Export
In recent years, Chinese trendy toy companies have increasingly incorporated traditional cultural elements into product design. At the 2025 China International Fair for Trade in Services (CIFTIS), Pop Mart deeply integrated trendy toys with conventional intangible cultural heritage (ICH), breaking the stereotype that trendy toys only emphasize aesthetics.
Several IP products that combine porcelain and velvet flower techniques from ICH were showcased. For example, Molly dolls were adorned with exquisite velvet flower accessories from Nanjing, while another design featured a porcelain body crafted using the pastel filigree ceramic technique.
52TOYS debuted a range of creative toys co-developed with the cultural brand “Guobo Yanyi” from the National Museum of China. Letsvan Dreamland introduced the “Youli” Guochao princess series, which blends traditional aesthetics with modern design language, earning a spot on the “Beijing Gifts” recommendation list.
Future Outlook: From Selling Products to Building an Ecosystem
Industry experts point out that the international expansion of China’s trendy toy industry is not a one-way “cultural export,” but a two-way interaction. The personalized demands of overseas consumers are continuously pushing Chinese trendy toy brands to evolve.
Through localized operations and immersive experiences, Chinese original IPs are gradually earning cross-cultural recognition.
Chen Wei, Chairman and CEO of 52TOYS, stated that China’s trendy toy industry has entered the “Toy 2.0 Era.” Unlike the traditional children’s toys of the 1.0 era, the 2.0 era emphasizes not just product functionality but also emotional and psychological value, with adults becoming a major user group.
A Pop Mart representative said, “IP incubation is no longer limited to figurines and plush toys. We are expanding into building blocks, desserts, jewelry, and other formats to create a complete business ecosystem.”
Companies are centering their strategy around content IP, while balancing emotional and collectible value. Through creative iteration and cross-sector collaboration, they continually expand consumption scenarios. Trendy toys are no longer just a niche interest—they are steadily developing into a comprehensive industry that blends cultural identity, emotional attachment, and lifestyle integration.
[Disclaimer]: The above content reflects analysis of publicly available information, expert insights, and BCC research. It does not constitute investment advice. BCC is not responsible for any losses resulting from reliance on the views expressed herein. Investors should exercise caution.