Opportunity for “Thai toys” to enter the Chinese market, where the value has grown to over 1.8 trillion baht

Consumer behavior focuses on quality

Chinese consumers, especially young parents, value toys that enhance child development, are safe, and have distinctive designs. Products that meet these needs are likely to be highly popular, especially among:

• Educational toys (Educational / STEAM / Smart Toys) are the fastest growing segment.
• Construction & Building Sets with a high quality and safety image
• The high-growth category of collectible toys (Licensed / Designer & Collectibles), particularly figurines and blind boxes, is expected to expand by 24% by 2026.
• Premium natural wooden toys (Eco Toys) that are in line with the trend of environmental conservation.

Online distribution channels expand

Online channels such as Tmall, JD.com, and Douyin (China’s TikTok) have become the primary means of reaching consumers, particularly in the premium toys and collectibles segment:

• Sales of figurines via Tmall/JD increased by 34.5%.
• Blind box toy sales increased by 31.4%.
• Douyin plays a key role in driving sales through short videos and live streaming.

Import regulations that must be followed

Imported toys are required to comply with Chinese regulations, including:

• CCC (China Compulsory Certification): China’s safety and quality certification system.
• GB Standards: China’s national standards (such as GB 6675–2014 Parts 1–4) cover mechanics, safety, fire, chemicals, etc.
• All products must have Chinese labels, age warnings, user manuals, and pass the relevant HS code and CCCCS inspections.

Product trends and target groups worth watching

Toy product groups with high growth potential in the Chinese market include:

• Educational toys and smart toys that integrate technologies such as AI/AR
• Classic toys such as dolls and board games
• Premium toys and collectibles with exclusive editions
• Outdoor toys such as children’s bicycles and scooters
• Toys for adults, collected for personal entertainment

Strategies for Thai Entrepreneurs

In the long term, entrepreneurs should focus on the following strategies:

• Focus on producing high-quality products with unique selling points.
• Targeting the premium market and adult collectors
• Register your intellectual property (IP) in China and use security systems such as anti-counterfeit stickers/QR Codes to verify your products.
• Develop online content such as short clips, live streams, and reviews to build brand credibility.
  
  Source: Bangkok Business