China's Toys and Games
Per Year, Educational and Electronic Toys are the Highlights
toys and games market is soaring at a yearly growth
rate of 40% and will increase from US$ 3.2 billion
2004 to over $ 20
billion 2010. The fastest expanding sectors are the educational and
electronic toys. Yet, the success in the competition depends largely
on whether or not the products can fit the Chinese education style and
As China's economy is
booming and Chinese are becoming rich,
China is also one of the most promising markets for the toys and games
industry. However, this market has not been rightly developed by now.
The China toys and games market totals merely US$ 3.2 billion in 2004,
which just equals 6% of the USA Market. The average spending of every
Chinese child on toys is no more than $ 7 per year, compared with $412
in Japan and $40 worldwide in average.
the growth speed of China toy market is breathtaking
and the potential is huge. Today, there are
over 300 million children under 14 in China
and a continuously growing middle class of about
400 million people. Since 2001, the market has
been increasing for 40% per annum and there
is no sign of deceleration. It is expected that
the market will sextuple to over $ 20 billion
by 2010 and reach $ 50 billion up to 2015.
sectors of educational and electronic toys, which
are now relatively small but increase nearly 100%
every year, are the highlights of this exciting
market. The Chinese culture considers that the
toys should contribute to intelligence development
rather than simply entertain people. Therefore,
the Chinese parents are willing to pay much more
for a toy with
educational function than a beautiful doll. Electronic toys and
games are highly welcome because they provide more approaches to
educate the children with fun.
Because of the cultural difference, the
toys and games are often not suitable for the Chinese. For example,
the early development of linguistic capability is focused on writing
the Chinese characters instead of listening and spelling. The
pedagogic manners in mathematics and techniques are also quite
different from those in Europe and America. The lack of appropriate
products is actually one of the major reasons for the underdevelopment
of the market. Due to the same reason, the market of educational toys
for adults is almost blank, though there is large potential according
to the surveys.
Hence, the key success factors in the China
toy market are
products suitable for the Chinese tradition and integration of new
technologies. Wireless networking, nanoelectronics, biotechnology and
cognition technology are several of the most important technologies to
be utilized in the toys and games industry within the next decade.
Their application can significantly increase the recreational and
pedagogic alternatives, extend product ranges, create new markets and
elevate the added-value.
is aimed at providing the companies with an insight
into the China toy market, with detailed market data analysis by
segment, by region, by age, by value chain etc. and market value
prognose of 2005,2006, 2008, 2010 up to 2015. The study is based
on desk and field research. Market potentials and
prospects are collected with the Delphi method,
where a number of specialists, companies and customers
are surveyed and interviewed. The study includes
over 100 real product samples and design illustrations.
This information comes from a market study newly
Tangull Consulting (www.tangull.com),
The details of this study can be
seen at http://www.tangull.com/ChinaToysStudy.html.
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