In 2022, the total retail sales of toys in China's domestic market reached 88.31 billion yuan, an increase of 3.3% over the previous year; the export of toys (excluding games) for the whole year was US$48.36 billion, an increase of 5.6% over the previous year.


In the first half of this year, sales data from China's representative e-commerce platforms show that the sales of two major categories of toys, plush fabrics and figures (referring to physical collectibles derived from animation, movies, games, etc.), have achieved rapid growth. The year-on-year growth rates reached 30.4% and 16.1% respectively; the sales of mid-to-high-end modular building block products with unit prices in the range of 200 yuan to 400 yuan are promising, accounting for 22% of the total sales of modular building blocks, a year-on-year increase of 3.7 percentage points.