Panoramic analysis of global, China and Guangdong toy

An overview of the toy industry

industry in 2022

Toys generally refer to items that can be used to play, for people, especially children, to play and play, and have the characteristics of entertainment, education and safety. There are many kinds of toys, which can be divided into different types according to different standards. According to the main material, it can be divided into metal toys, plastic toys, plush toys, paper toys, wooden toys, cloth toys, bamboo toys, etc.; according to the age of users, it can be divided into baby toys, baby toys, toddler toys, Children's toys and adult toys, etc.; according to the main functions, it can be divided into educational toys, scientific and educational toys, sports toys and decorative toys. At present, children's toys are still the mainstream of toys in my country, but in recent years, adult toys have developed rapidly, and as the role of toys in developing children's intelligence is gradually being valued by parents, the requirements for toy functions are getting higher and higher. more and more attention.

The global toy market status

In recent years, with the increasing economic strength of emerging market countries, the concept of toy consumption has gradually extended from mature European and American regions to emerging markets. Good economic development, huge number of children and low per capita consumption of children's toys make emerging toy markets represented by Asia, Eastern Europe, Latin America, the Middle East and Africa an important growth point for the global toy industry. Data shows that the global toy market will increase to US$104.2 billion in 2021, with a compound growth rate of 4.06% from 2016 to 2021.

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2016-2021 Global Toy Market Size

The United States is the world's largest toy consumer market. In the past two years, the epidemic has led to widespread social isolation and school closures. Many families' disposable income has shifted from other types of entertainment activities to toys, making the US toy market relatively strong. Data show that the U.S. toy market will reach $38.19 billion in 2021, a year-on-year increase of 14.24%. Among them, the scale of plush toys was US$1.66 billion, a year-on-year increase of 29.69%; the scale of exploration and other toys was US$2.15 billion, a year-on-year increase of 35.22%; the scale of outdoor sports toys was US$5.86 billion, an increase of 8.32% year-on-year.

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2018-2021 U.S. toy market size

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2019-2021 U.S. major segmented toy market size (unit: US$100 million)

Japan's toy industry is relatively developed, with world-renowned toy companies such as Bandai, Shouya, and Tomei. The Japanese toy industry and the animation industry have formed a close industrial association, thus expanding the toy industry chain. In recent years, the Japanese toy industry has sought market growth by expanding the age range of toy users as the number of teenagers continues to decline. In 2021, the size of the Japanese toy market will reach 894.61 billion yen, a year-on-year increase of 8.51%.

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2015-2021 Japan toy market size

Status of China's toy market

At present, my country has become the world's largest toy producer and the largest toy exporter. There are many toy manufacturers. However, compared with well-known global enterprises, there is a certain gap in brand awareness, R&D and design level, enterprise scale and product quality. The toy market has good development space and integration opportunities. Data show that in 2011, the output value of my country's toy industry was 149.34 billion yuan, and it will increase to 465.61 billion yuan by 2021.

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Output value of China's toy industry from 2011 to 2021

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my country's major provinces and cities toy export statistics in 2021

My country's toy industry has significant regional distribution characteristics, mainly concentrated in Guangdong, Zhejiang, Shandong, Jiangsu, Hunan, Jiangxi, Shanghai and other regions, each toy industry area has formed a relatively complete and mature upstream and downstream industrial chain, industrial cluster effect obvious. Among the product types, Guangdong toy companies mainly produce electric and plastic toys; Zhejiang toy companies mainly produce wooden toys; Jiangsu toy companies mainly produce plush toys and animal dolls. In terms of export value, Guangdong, Zhejiang, Jiangsu, Shanghai and Jiangxi are the top five provinces and cities.

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Statistics of my country's toy supply and demand balance from 2011 to 2021

China is the world's largest exporter of toys. Toy products are exported all over the world and occupy a pivotal position in the global toy market. Although my country is a big toy production country, it is not a strong toy production country. Most of the toys produced by itself are mainly exported. Mainly concentrated in the low-end level. The data shows that in 2021, my country's toy output will reach 7.4582 million tons, and the export will reach 3.9673 million tons.

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Statistics of my country's toy supply and demand balance from 2011 to 2021

Affected by overseas market demand in 2021, my country's toy export value will reach 297.535 billion yuan, a year-on-year increase of 28.82%; sales revenue will reach 443.47 billion yuan, a year-on-year increase of 18.99%; the import value in the same period is 6.615 billion yuan, and the domestic toy market size is 152.55 billion yuan .

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2013-2021 my country's toy sub-category market scale statistics

From the perspective of subdivided products, my country's plastic toys still occupy a dominant position. In 2021, the market size of my country's plastic toys will reach 77.877 billion yuan, accounting for 51.05%; the market size of plush toys is 14.828 billion yuan, accounting for 9.72%; electronic toys The market size is 15.026 billion yuan, accounting for 9.85%.

the status quo of Guangdong toy market

With the advantages of reform and opening up and its proximity to Hong Kong and Macao, the Guangdong toy industry has developed rapidly. With the advantages of technology, capital and talents accumulated over the years, the Guangdong toy industry has always maintained a leading position in China, forming Guangzhou, Shenzhen, Zhuhai, Dongguan, Zhongshan, Shantou, Foshan, Jieyang and other major toy production clusters. In 2021, driven by a substantial increase in export orders, the output value of Guangdong's toy manufacturing industry will increase to 272.07 billion yuan.

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2011-2021 Guangdong toy manufacturing industry sales revenue trend

Data show that in 2011, the sales revenue of the toy manufacturing industry in Guangdong Province was 116.83 billion yuan. In 2021, the sales revenue of the toy manufacturing industry in Guangdong Province will increase to 262.51 billion yuan. Since 2011, the compound growth rate of the sales revenue of the toy manufacturing industry in Guangdong Province is 8.32%.

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Statistics of Import and Export Amount of Toy Products in Guangdong Province from 2011 to 2021

At present, Guangdong is my country's largest toy production and export base. Data show that in 2021, the export value of toys in Guangdong Province will be 18.097 billion US dollars, a year-on-year increase of 35.2%, accounting for 39.24% of the total domestic export value in the same period. In 2021, the import value of Guangdong toys will be 337 million US dollars.

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Guangdong toy market prospects

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2022-2028 forecast of the total output value of Guangdong's toy manufacturing industry

In recent years, with the continuous development of the toy industry, the combination of toys and animation has gradually become an industry development trend, and the animation industry will generate a huge animation toy market. With the continuous advancement of the Guangdong-Hong Kong-Macao Greater Bay Area and the "Belt and Road" construction, it will provide new development opportunities for the export trade of Guangdong toys.


Post time: Sep-24-2022