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Market Information: China's Toys and Games
Increasing 40% Per Year, Educational and Electronic Toys are the Highlights

       China's 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 custom.

        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.

     However, 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.

       The 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 western educational 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.

       This study 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 released by Tangull Consulting (, The details of this study can be seen at


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