In 2025, the total retail sales of the domestic toy market reached 103.53 billion yuan.

The "White Paper on the Development of the Chinese Toy and Baby Products Industry in 2026" released by the China Toy and Juvenile Products Association recently shows that in 2025, the total retail sales of toys in the domestic market were 103.53 billion yuan, a year-on-year increase of 5.8%; the total retail sales of trendy and collectible toys were 67.69 billion yuan, a year-on-year increase of 45.4%. The popularity of trendy and collectible toys is increasing. The White Paper, based on research data from key toy retail terminals in first-tier and new first-tier cities, shows that 24.4% of surveyed toy offline terminals stated that trendy and collectible toys were the fastest-growing category in terms of sales; 14.5% of surveyed toy offline terminals indicated that trendy and collectible toys had the largest increase in profit margin.