The Chinese Collector's Toy Market

In recent years, the Chinese collectible toy market has evolved from a niche hobby into a powerful industry comparable in importance to fashion and lifestyle. Today, collectible figurines and accessories are not just children’s toys, but a cultural phenomenon that brings in billions of dollars and shapes new trends in consumption.

Market growth: figures and forecasts

• The annual growth of the toy market in China is about 20%.
• K In 2026, the market volume will reach 110 billion yuan ($ 15 billion).
• The segment is growing rapidly: the main consumer generation, mostly girls.
• Collecting became not entertainment for children, but part of it. expression, participation in the community and demonstration of status.

Portrait of the buyer: who creates the demand

1. Young people aged 18-30Collectible figurines have become a fashionable hobby for office workers and students.
2. Female audienceGirls see buying toys as a way to emphasize individuality.
3. Active users of social networksTikTok (Douyin), Xiaohongshu, WeChat are the main channels of promotion.
4. Buyers with above-average incomeCollectible toys have become an element of lifestyle and affordable luxury.

Pop Mart: market flagship and Labububu phenomenon

Company Pop Mart. It became a market leader and turned collectible toys into a full-fledged business segment.

• Labubu, a cultural symbolOne character generated nearly 25 percent of the company’s revenue, and sales rose by more than one. 726% a year.
• Brand expansionPop Mart went beyond toys and launched in 2025 jewelry line, clothes, accessories.
• Toys have become a segment “affordable luxury” Affordable luxury comparable to the Pandora and Swarovski brands.

Pop Mart's success strategies

1. Emotions and branding
   • Each collection is built around a bright character with a legend.
   • Buyers pay for design, meaning and emotional response, not just material.
2. Blind box format
   • The buyer does not know what figure he will get.
   • This causes excitement and forms a habit of repeated purchases.
3. The influence of social networks and celebrities
   • In TikTok and Xiaohongshu popular unpacking videos that create a stir around the brand.
4. Limited Series and Secondary Market
   • Artificial scarcity fuels interest.
   • Rare figures sold at auction for $100,000 to $150,000.

Features of the Chinese market of collectible toys

• Culture of emotions: The product should elicit nostalgia, joy, or a sense of belonging.
• Brand historyChinese consumers appreciate the legend and atmosphere around the product.
• The cult of communitiesCollecting is a way to become part of a club.
• Emphasis on designAesthetics are more important than functionality, packaging plays a key role.
• KOL (Key Opinion Leaders)Bloggers and influencers influence purchasing decisions.

Opportunities for exporters

1. Entering the premium segment
   • The Chinese market is willing to pay for design and uniqueness.
   • Even small brands can gain popularity if the product is presented correctly.
2. Collaborations with Chinese artists
   • Joint collections with local illustrators and designers will increase brand credibility.
3. Limited Series and Exclusive
   • Chinese collectors value exclusivity and are willing to pay for rarity.
4. Active work with marketplaces and offline points
   • Pop Mart and competitors are actively developing retail stores, machines and pop-up stands.
5. Promotion through Douyin and Xiaohongshu
   • These sites allow you to quickly create a viral effect and form trends.

Risks and barriers to market entry

• High competitionThe market is full of local and international brands.
• The need to adapt the designThe tastes of the Chinese audience are specific, localization is required.
• Difficulties with intellectual property protectionTrademarks and copyrights must be registered.
• Requirements for product certificationToys must meet Chinese safety standards.

The future of the market

• The toy market in China will continue to grow at double-digit rates.
• Products will be shifted to the segment of “affordable luxury” and lifestyle.
• Popularity will be gained NFT collections and digital versions of toysThis will complement the physical products.
• Exporters able to offer History, Emotion and Unique DesignThey will be part of a new cultural wave.

The Chinese market for collectible toys is not just a trade in figurines, but a cultural industry with billions of turnovers. To successfully enter this market, brands need to think not in toy categories, but in categories. emotions, history and way of life. Those who can offer a unique product with strong branding will find a grateful audience in China and huge growth potential.