In 2025, the children's toy market in our country has a solid foundation, and the trendy toy market is growing rapidly.

The China Toy and Juvenile Products Association has released the "2026 White Paper on the Development of China's Toy and Juvenile Products Industry". The data in the white paper shows that the children's toy market is stable, breaking through the one trillion yuan mark for the first time. In 2025, the total retail sales of toys in the domestic market reached 103.53 billion yuan, an increase of 5.8% over the previous year. While the children's toy market remains stable, the trend toy market is growing rapidly, with the total retail sales of trend and collectible toys reaching 67.69 billion yuan, a year-on-year increase of 45.4%. Trend toys combined with intellectual property are more popular among consumers: 56.8% of the surveyed consumers indicated that IP is the most important factor when choosing trend toys. The level of consumer preference for Chinese original IPs is increasing, with the top 10 shopping malls holding the highest frequency of second dimension activities in 2025 hosting 850 IP-themed events, of which Chinese original IPs accounted for 40.8%. In juvenile products, in 2025, the total retail sales of child safety seats in the domestic market reached 6.02 billion yuan, achieving a double-digit growth of 10.1%; the total retail sales of children's strollers in the domestic market reached 16.37 billion yuan, a decrease of 3.6% compared to the previous year; and the total retail sales of baby bottles in the domestic market reached 7.25 billion yuan, a decrease of 1.5% compared to the previous year.