In recent years, China's trendy toy brands, represented by Pop Mart and TOP TOY, are accelerating their sail to the sea, reporting successes in the Southeast Asian market, and actively laying out the European and American markets with great potential.Huatai Securities has released a series of new consumer research reports to analyse this phenomenon in depth, believing that China's trendy toy industry is ushering in a "golden age" of global expansion and is expected to give birth to world-class toy brands thanks to the comprehensive upgrading of its product power, design aesthetics, supply chain efficiency and comprehensive IP operation capability.Overseas toy market is vast, emerging brands quickly seize market shareAccording to Frost & Sullivan, the global toy market size of about 773.1 billion yuan in 2023, is expected to 2024-28 years CAGR of about 5.1%, of which the collection of toys category rapid penetration, in China, the United States, Western Europe in 2009-23, the share of the collection of related categories were raised 19, 11, 12 pct.Category structure changes, LEGO, MGA Entertainment, Jazwares and other collectible toy companies continue to increase the share, and Pop Mart has category innovation, "social currency" attribute, the commonality of emotional consumption, reflecting the new collectible toys to subvert the industry has become a global trend.In recent years, the tide of national products continue to innovate, blind box, block people, set of cards and other emerging categories of rapid rise, driving the industry high boom growth, the domestic head of the brand in the quality of the product, design aesthetics, cost-effective and so on, have global competitiveness, and gradually from the cost-effective seafaring towards the output of new categories.Global market is wide open and new forces are on the riseThe report points out that the global toy market has huge space, with a size of about RMB 773.1 billion in 2023, and a compound annual growth rate (CAGR) of about 5.1% is expected between 2024 and 2028.Among them, the category of collectible toys is rapidly penetrating globally, with the share of collection-related categories in major markets such as China, the United States and Western Europe rising by 19, 11 and 12 percentage points respectively between 2009 and 2023.In this structural change, LEGO, MGA Entertainment (L.O.L Surprise Dolls), Jazwares and other companies focusing on collectible toys continue to increase their share of the market, while Chinese brands such as Pop Mart are becoming an important part of the global emerging force by virtue of their category innovation, "social currency" attributes and emotional consumption value.According to Huatai Securities, China's trendy toy market has been growing steadily.According to Huatai Securities, the continued innovation of China's leading fashion toy companies in new categories such as blind boxes, building blocks, and collectible cards has driven the industry's high growth.Their product quality, design aesthetics and price-performance ratio have become globally competitive, and their overseas route is upgrading from the "price-performance ratio" advantage in the early days to "exporting new categories and new ways of playing" to the world."People, goods and field" change, the national goods "bend the road to overtake"A report by Huatai Securities focuses on the three key change factors that drive the success of China's trendy toys going overseas - "people, goods and field":Change of customer base: from children to universal collection.The toy consumer group has expanded significantly, and adults have become an important increment. 2022, the United States and Europe, the proportion of toy consumption of people over 12 years of age reached 25% and 29% respectively, and the growth rate continues to outperform the broader market.Aesthetic preferences are more trendy and personalized.The global cultural phenomenon of "Kidult" (children and adults) has injected strong impetus into the toy collection market.Changes in IP and marketing: the rise of image IP and the emergence of social media as a core position.The social media and short-video consumption of entertainment has put pressure on the influence of "story IPs" that rely on long content narratives, while "image IPs" (such as Pop Mart's Labubu and Molly), which rely on unique visual designs that strike a chord in people's hearts, have seen an outburst.The "social currency" attribute that comes with trendy toys is highly compatible with social media, and it quickly breaks the circle through KOL recommendation, UGC content (user-generated content) and viral dissemination.This is exemplified by the fact that Pop Mart's single-day sales on TikTok's U.S. website exceeded US$160,000, and its single-session GMV was nearly US$290,000, which is an example of the success of Pop Mart.The change of channels: online breakthrough, live e-commerce empowerment.The epidemic has accelerated the process of online toy consumption, helping Chinese brands bypass the monopoly of traditional toy giants on offline channels (such as Toys R Us).Southeast Asia, as one of the fastest growing markets in the world in terms of e-commerce penetration, the live-streaming with goods model is highly compatible with the strong display and interactive play of hip toys.Pop Mart recorded a single GMV of over $100,000 through live streaming on TikTok Thailand.In the North American market, TikTok Shop has also become an important platform for Gen Z and Millennials to reach out to and purchase trendy toys.Regional markets: Southeast Asia rides the wave, Europe and the United States have a bright outlookHuatai Securities also pointed out in the report that after years of development, Chinese tide game enterprises have accumulated rich experience in product matrix covering a wide range of age groups, IP operation and marketing, online and offline omni-channel layout, etc., and are able to keenly capture and make full use of the profound changes in the global "people, goods, and field" to realise the "curved road to overtake".The report has made an analysis of the key overseas regions.The report gives an outlook on key overseas regions:South-East Asia: a region with great potential.The region has a young population structure (the population aged 15-34 is equivalent to 61% of China), strong entertainment consumption concepts, and a high degree of acceptance of East Asian trend culture.Chinese brands have successfully ignited market fever through localisation strategies such as celebrity cooperation, live e-commerce and high-quality shops (e.g., Pop Mart and 52TOYS are rapidly opening shops in Thailand), and are replicating and expanding from Thailand to Indonesia, the Philippines, Vietnam and other countries.The rapid growth of local salaries and the obvious trend of consumption upgrading provide continuous impetus for the penetration of trendy games.Europe and the United States: strong consumption power, promising.North America (per capita consumption of toys is 12.1 times that of China) and Europe (4.6 times) have strong consumer power, high acceptance of multiculturalism, and relatively small cultural barriers in the field of trendy toys.U.S. consumers have a significant preference for collectible toys (61% of consumers buy collectibles) and high price acceptance.Chinese brands' local fan base is growing rapidly, with frequent circle-breaking events.The large number of mid-to-high-end shopping malls in the US (A-grade malls with a ping-efficiency of around 59,000 yuan per square metre) offers a wide range of offline channels to expand.Although we need to pay attention to the risk of trade friction, but the report believes that the head of the enterprise by virtue of overseas production capacity layout and high product premium ability, with strong anti-risk resilience.Core advantage: from "designer dividend" to "cultural industry" systemThe report emphasizes that the underlying support for China's fashionable games going overseas is the upgrading of China's manufacturing industry's "cultural industry" system:Design and R&D strength jumped: thanks to the huge domestic "designer dividend" (the number of art graduates far exceeds that of the United States), the head of the tide of the toy enterprise R & D team scale (such as Pop Mart, the relevant team of MINISO more than 1,000 people), and sustained investment to promote product innovation, such as Pop Mart Labubu Vinyl Plush series in Europe and the United States triggered a craze, the product price has been compared with the international price of the toy, and the product price has been compared with the international market.For example, Pop Mart Labubu Vinyl Plush series has caused a craze in Europe and the United States, and the selling price of the products has been on a par with international brands or even slightly higher, but won the market by virtue of better design and quality.Advantage of supply chain integration: China's perfect toy manufacturing industry chain (such as Dongguan, Shantou cluster) for the integration of technology innovation (such as vinyl plush, quicksand acrylic) provides a strong foundation.General-purpose parts platforms like Goddes Precision, through the integration of orders to enhance the scale effect and technical precision (close to the level of Lego), help the whole industry upgrade.IP ecology and fan operation: China's leading fashion game has evolved from simply selling "goods" to building a comprehensive ecosystem that includes IP operation, community interaction (e.g., unboxing, DIY, baby-swapping), themed shop experience, flash mob activities, tournaments (e.g., Card Game's Heroes Duel), content incubation (e.g., animated shorts), and even crossover co-branding, with the ability to establish a deep emotional connection with global fans.It has the ability to establish a deep emotional connection with global fans.Investment Advice and Risk WarningHuatai Securities is optimistic about China's leading companies in hip games, whether through tapping the resources of original artists around the world to create their own IPs or leveraging famous copyright IPs to "borrow the ship to go to sea", both of which have a broad space for development.With their IP operation foundation and profound layout of the whole value chain including R&D, production, marketing and channels, the leading companies are expected to continue to seize the global market share.Declaration: This article comes from CaiLianPress.If copyright issues are involved, please contact us to delete.

Strawberry bears, macaroons, bangs, doe lips ...... It is hard to imagine that these words are used to describe corn.These colors and forms of corn is the recent popularity of young people to play with corn, in the direct broadcasting room a can be asked for thousands of RMB, and even tens of thousands of RMB ranging. Playing corn after special cultivation, full of particles, unique grain, rich in colour, can be placed on the hand like walnuts to play and maintain, can also be used as a beautiful hanging ornaments. Searching "play corn" in the social platform , there are more than 2 million related notes, young people enthusiastically share the feeling of play and collection tips.Dopamine bodhi strings - made of acrylic, glass, also loved by young people which are famous for its highly saturated colours such as macaron powder blue and fluorescent yellow-orange, a single string can sell for up to three times the price of a solid wood strings. Because it comes with a "sense of visual healing", many netizens believe that "Rolling it than jerking a cat is also decompression".The traditional cultural game usually have to pay attention to an "old material, pulp, oil", people value material scarcity, superior appearance and specifications, and high collection value more when collecting and purchasing.But in today's world of young people's cultural and recreational activities, it seems that aesthetics and individuality are more abundant and assertive to be more dominant.Cultural object no longer just a private collection of objects, but a kind of fluid self-expression.From walnuts to dopamine strings and then to play corn, although the carrier has been changing, but the logic is the same.The reason why play is so sought after is essentially because it is first and foremost an object to play with and spend time on, and it is a plaything that nourishes the mind.In people repeatedly touch friction and time precipitation polishing, the object from the original shape gradually transformed into a warm and moist as jade form, is very healing.People love to "keep" the plaything, more is also love it in their hands little by little change process. It's just that younger people care not only about ageing, but also about emotional value and social expression.The mechanical repetitive action of the play, in fact, provides a one-way output of certainty, that is, as long as you put in a certain amount of time to maintain, it will be able to stabilize the pulp jade.In this kind of certainty, you can see the harvest when you give, and there is a reciprocal return of emotional value when you fondle it.It is precisely this sense of order and instant gratification that is not disrupted that hedges against some of the uncertainties of the real world.This rhythm of complete self-control allows people to temporarily let go of stress and soothe their moods.Young people also display their taste and seek a sense of identity in a variety of beautiful, interesting and auspicious bead strings.Therefore, it is not difficult to imagine why young people have fallen in love with rolling strings, rolling corn. These new-style cultural toys also convey a new understanding of traditional culture among young people.Elements of national style and traditional culture can also be embellished and embedded in daily life in more interesting and diverse ways.This new wave of cultural toys led by young people enriches the category of traditional cultural toys, expands the space for people to enjoy them, and injects a sense of breath and growth into traditional culture.This fresh vitality is an opportunity and a challenge for businesses.This has prompted the market to continue to push the boundaries of the culture and play more new ways to adapt to young consumers.However, while embracing youthful expression, there is still a need to maintain reverence for traditional craftsmanship and culture.Declaration: This article comes from Guangming Daily.If copyright issues are involved, please contact us to delete.

On 1 June, the General Administration of Market Supervision (National Standards Commission) released data that, up to now, more than 210 national standards in children-related fields have been issued, providing a full range of standard guarantees for guarding the health and safety of children.In terms of daily necessities, national standards such as Technical Code for the Safety of Textile Products for Infants, Toddlers and Children, Technical Code for the Safety of Children's Shoes, Woven Children's Clothing, Knitted Infant, Toddler and Children's Clothing, School Uniforms for Elementary and Middle School Students, etc., have put forward clear quality and safety requirements from fabrics to design and production.Basic Safety Technical Specification for Paper Products for Infants, Toddlers and Children, Safety Technical Specification for Furniture for Infants, Toddlers and Children, Performance Requirements for Desk Lamps for Reading and Writing, General Technical Requirements for Children's Toothbrushes, as well as national standards for infant and children's products such as home protection, soothing appliances and bathing apparatus, etc., have made stringent requirements for products as small as tissues and toothbrushes, and as large as furniture and lamps, so that the children can wear and use them in a healthy and safe manner.In terms of toys and stationery, the series of national standards on "Toy Safety" have made strict specifications on the basic safety of various types of toy products, mechanical and physical properties, migration requirements for specific elements, and the safety of specific toy products such as household swings and slides, toy scooters, and chemical sets of toys.General Requirements for the Safety of Student Products, General Technical Specification for Children's Bags, Specification for Pen Sleeves to Reduce the Risk of Suffocation for Writing and Marking Tools, Digital Teaching Materials Quality Requirements and Testing Methods for Digital Teaching Materials for Elementary and Middle Schools, and other relevant standards set clear requirements for student products, children's school bags, pen products, and digital teaching materials, so that children can play and study with safety.In terms of sports and health, national standards such as Hygiene Requirements for Prevention and Control of Myopia in Children and Youth Learning Products, Safety Technical Specification for Optical Products, Safety Technical Specification for Optical Products, Safety Technical Specification for Glasses for Completed Products, and Service Specification for Early Intervention Institutions for Children with Visual Impairment from 0 to 6 Years of Age, have made detailed provisions on myopia prevention, intervention and control, as well as on the dispensing of spectacles and the rehabilitation of visually impaired children.The two series of national standards on sports equipment and venues for primary and secondary schools, and on the assessment of students' sports ability, provide systematic specifications for the equipment and venues for a wide range of sports, such as football, basketball, volleyball, feather, ping ping and tennis, as well as for ice, snow, swimming, gymnastics and track and field, and for the assessment of students' sports ability.In addition, "primary and secondary schools synthetic material surface track and field" "primary and secondary schools synthetic material surface basketball court" "primary and secondary schools artificial grass surface football field" "jump rope", respectively, track and field, basketball and football venues and students commonly used sporting goods performance and safety put forward stringent requirements, in order to prevent "small glasses""little fat", to prevent "small glasses", to protect the healthy growth of children to provide standard support.In addition, national standards such as the General Specification for the Protection of Minors in Intelligent Mobile Terminals, the Classification and Coding of Unhealthy Internet Content for Minors, and the Technical Requirements for Minors' Guardianship System of Information Technology Online Games have effectively helped to protect the safety of minors online.A number of mandatory national standards, such as the Safety Technical Conditions for Dedicated School Buses and Restraint Systems for Motor Vehicle Child Occupants, strictly regulate the safety requirements for school buses and child safety seats, so as to effectively safeguard the safety of children on the road.The General Administration of Market Supervision (NSC) will continue to strengthen the formulation and revision of national standards in child-related fields, and further play the role of supporting and guaranteeing national standards in protecting children's safety and caring for their healthy growth.Declaration: This article comes from Xinhua News Agency.If copyright issues are involved, please contact us to delete.

As one of the segments of the silver-haired economy, senior toys are gradually coming into the public sight.Rebound fitness ball, wrist ball, colourful recovery ball and so on have become hot selling senior toys on Taobao in recent years.Over the past year, the search volume of senior toys on Taobao has increased by 121% year-on-year, and the turnover has increased by more than 70% year-on-year. However, at the same time of this potential market in the rapid development, there are some difficulties and pain points.How to let the elderly really realize the “the elderly have fun"? Elderly toys become a new favourite in the silver-haired market Nine linked rings, Luban locks, fingertip gyro ...... Recently, Nanjing consumer Yin Wang in the e-commerce platform for his parents to buy a few educational senior toys: "My parents are retired, I bought this for them so that they could usually play.It can not only prevent cognitive decline, but also entertainment to relieve boredom." In some nursing homes or elderly service institutions, elderly toys that can exercise the brain and body functions of the elderly are used in large numbers.In the Liaoxi Community Nursing Service Station in Qingdao's Shibei District, caregivers take out brightly coloured blocks."I need square red blocks, can you help me find them?"Under the caregiver's patient guidance, the old man slowly but accurately got the designated blocks. Taobao toys tide play industry team revealed that this year, the platform has emerged more production from Yiwu, Chenghai, Shantou elderly toy merchants, and gradually developed into a large-scale industry.Based on the industry judgement and the trend of growth of platform goods, Taobao will establish a new category of "suitable for the elderly toys", and provide separate support and precise operation.Preliminary estimates, the new category will cover at least 20,000 commodities new category construction and operation. The continuous expansion of the toy market scale, but also attracted many companies competing layout of the elderly toy business, to seize the first opportunity of the blue ocean market.In Zhejiang Yunhe, many wooden toy enterprises have transformed to open up a new track, exploring the new development model with integration of "wood play + elderly health services" , extending the elderly recreation and wood play the wisdom of the industry chain, to open up the overseas silver-haired economy market.At present, Yunhe wooden toy enterprises have systematically developed more than 1,000 elderly puzzle wooden play products.Zhejiang Mimi Zhikang Technology Co., Ltd. chairman Dafei Ma introduced: "In the first quarter of this year, our sales of elderly products increased by 50% year-on-year, many of which were exported to foreign countries."Toys need to be "age-appropriate" too. E-commerce platform, playing the "old age toys" label can be described as a variety of products.Zhengzhou citizen Shengli Xie said, a few months ago to buy some senior toys to his father to try, but soon be idle in the balcony: "the old man thinks these toys are for children to play."Shengli Xie pointed out the elderly toys market is currently "embarrassing": the product did not go through the "aging transformation", the actual use of the elderly is not ideal. Open Taobao shop, many labelled "toys for the elderly" goods are no different with ordinary children's toys , blocks, puzzles, carrots memory game chess, etc. are labelled as "toys for the elderly", or the main focus of the enhancement of the memory of the elderly, or claim to prevent Alzheimer's disease.Alzheimer's disease."Whether it's for the elderly or for children, the educational function is the same."A businessman explained. In this regard, some people have complained that children's toys have been "transformed" into toys for the elderly by changing their "labels".These elderly toys are not designed according to the characteristics of the elderly, so that the elderly play, either too small, or feel the rules of complexity, and there are too large a range of motion, the elderly use a certain degree of danger.At the same time, the elderly toys offline sales channels are relatively scarce.In the shopping malls, toy counters are almost occupied by children's products. Experts believe that this type of scene reflects the structural imbalance between the supply and demand sides of the elderly toy market."Many merchants only consider whether senior toys can be sold smoothly, and do not carry out ageing adaptation and application testing of toys at the production process." Delong Song, founder of the brand "The Elderly Have Fun", suggests that the elderly should be taught how to play with toys through a set of specialized teaching methods, while at the same time making them interested in toy games. How to help the industry break through How can the industry break through?Delong Song believes that all aspects of society should be widely mobilized to popularize elderly toys and games in various aspects, such as training corporate sales staff to become elderly toys and games masters. Haiwang Zhou, deputy director of the Institute of Urban and Population Development of the Shanghai Academy of Social Sciences and vice president of the Shanghai Society of Gerontology, said that the functional design of toys for the elderly should meet the needs of the elderly for health and wellness, physical exercise and intelligent life, and under the premise of guaranteeing safety, it should provide a scene and channel for social interaction for the elderly groups who have a common hobby. Liguo Feng, chairman of the National Open University Publishing and Media Group, suggests that a "product + service" model should be established, and experience activities should be carried out jointly with the community to lower the threshold for the use of toys for the elderly, and to promote the consumption of family scenes through the medium of short videos and other media. Many places have been exploring the construction of senior toy parks and senior game parks to meet the needs of the elderly and satisfy their entertainment needs.The Elderly Social Work Department of the Tongzhou District Social Workers' Federation in Beijing has launched the "Play for the Elderly: Exploring New Models for Community Retirement and Grassroots Governance" project, popularized and promoted the "Five-One Project for Elderly Game Rooms" in communities nationwide."It has also compiled a standardized manual for senior games, and trained and formed a number of professional teams of senior game instructors. The popularity of AI technology may bring new breakthroughs for the industry.Veteran toy manufacturing company SHIFENG CULTURE (002862) said they have increased development efforts to expand the age group to which AI toys are applicable, and further expanding its product matrix to include AI companion products that can also be used by adults and the elderly.Declaration: This article comes from Jiangsu Economic News.If copyright issues are involved, please contact us to delete.

Ningbo International Stationery Fair 2026 will be held on 25 to 27 March 2026 at Ningbo International Convention and Exhibition Centre, with 1700+ exhibitors and 60,000m2+ exhibition area.Since the booth of Ningbo International Stationery Fair 2026 was opened, the enthusiasm of industry enterprises to participate in the exhibition has continued to rise.At present, more than 2,800 booths in the whole hall and outdoor of the exhibition's originally planned Hall 1-8 have been basically sold out.After coordinating with many parties, the organizers decided to set up nearly 1,500 square meters of outdoor passageway from Hall 1 to Hall 8 as brand new booths, with 80 new booths for the centralized display of stationery equipments and accessories, and the scale of the show upgrades again. Ningbo International Stationery Fair 2026 Booth MapThe last exhibition ( Ningbo International Stationery Fair 2025) was successfully held on 19-21 March 2025 at Ningbo International Convention and Exhibition Centre, with 32,116 visitors, an increase of 9.8% compared with the previous exhibition, and 50,883 visitors, an increase of 10.4% compared with the previous exhibition, the exhibition scale and the number of visitors hit a new record high, and 776 overseas buyers came from 81 countries and regions, which further enhanced the international influence.Looking forward to 2026, Ningbo International Stationery Fair will continue to gather more high-quality resources, constantly improve the exhibition services and content, follow the development trend of the stationery industry, and present a stationery feast with larger scale and greater innovation.

Exam stationery to prevent ink leakage and reduce noise, aroma pens to bring the sensory experience, intelligent erasable pens to achieve paper-screen synchronization ...... When the practical pens become more popular, more young people began to put down the keyboard, trying to find the traditional writing feel, and continue the writing habit.As the stationery industry continues to innovate, the integration of traditional culture and modern aesthetics has become an important direction in product design.In order to cope with the noise interference, writing ink anxiety and other problems that may be encountered during the examination, a well-known stationery brand and the Confucius Temple Prayer for blessings co-branded the popular examination stationery series, which integral the concept of "national tide",”prayer”and”draw lots”which is the youngest favourite into the products and life-learning scenes.This kind of stationery not only have the meaning of praying for good luck, but also take into account the advantages of quietness, large capacity and comfortable writing, functional enhancement and emotional value transmission at the same time.The innovation of sensory experience opens up the extension space of the stationery use scene.The aroma pen that can release sandalwood and rose fragrance has recently gained a wave of popularity, allowing users to bring the experience of "five senses immersed in the pen", so that writing becomes a healing enjoyment of the body and mind; the assembled pen series break through the restrictions of the traditional form and realizes the free conversion of the 2D plane to the 3D three-dimensional.The modular design allows users to assemble the pen independently from zero, and the pen becomes a creative carrier from a practical tool; the innovative magnetic suction variant system of the variant pen can switch the style of the pen body at will, with several different styles of variant pieces such as Oriental Taiji, cool super-cars, mysterious Mountain and Sea Scriptures, etc., to meet the needs of multiple scenarios such as business, art, and trend, so that every writing is full of freshness.Consumer data shows that highly popular stationery is characterized by both "precision" and "self-promotion".With Gen Z prefers smart pens that incorporate the concept of AI interaction, which not only retain the basic writing function, but can also be connected to an app to achieve digital synchronization of notes and learning data analysis.The appearance of the smart erasable cloud pen on the market is no different from ordinary pens, but when used with special paper, it can not only change the colour of the handwriting and lines at any time, but can also be wiped with a cleaning cloth, reusable, environmentally friendly and durable.Moreover, the handwritten notes are seamlessly connected to the mobile phone, the paper and the screen is instantly synchronized.The handwritten content can be converted to text with one key, recognized in multiple languages, and easily edited and shared, improving the efficiency of notes.Declaration: This article comes from Beijing Youth Daily.If copyright issues are involved, please contact us to delete.

On March 21st, the three-day 2025 Ningbo International Stationery Fair came to a successful conclusion at Ningbo International Convention and Exhibition Center. As an annual global stationery industry event, this year's Stationery Show demonstrated the latest development level of the stationery industry and cutting-edge products, technologies and services, highlighting its unparalleled professionalism and industry influence, is the wind vane of the global stationery industry. Recreating “New Historical High” againDouble breakthroughs in exhibition scale and internationalizationThis year's Ningbo International Stationery Fair used Halls 1-8 and Hall 9 of the Ningbo International Convention and Exhibition Center, as well as the second-floor exhibition hall of Hall 1, with an exhibition area of 60,000 square meters. During the three days of the exhibition, the admission audience amounted to 32,116 people, up 9.8% compared with the previous session; the number of visitors amounted to 50,883, up 10.4% compared with the previous session, and the scale of the exhibition and the number of visitors hit a record high.During the 3-day exhibition, a total of 776 overseas buyers from 81 countries and regions around the world visited the exhibition and made purchases, mainly from India, Malaysia, South Korea, Russia, Thailand, Indonesia, the Philippines, Japan, Vietnam, the U.S., Brazil, Turkey, the United Kingdom, the United Arab Emirates, Colombia, Myanmar, Sri Lanka, Saudi Arabia, etc., and the international influence has been further enhanced.“This fair is bigger, more than I imagined, so it's organized, and I really enjoy staying here. (Ningbo Stationery Fair is bigger than I imagined. (Ningbo Stationery Fair is bigger than I imagined, so it's organized, and I really enjoy staying here. I will come here next time!)” Karen from Brazil works for a company that purchases stationery supplies for schools. It was her first time to participate in the Ningbo International Stationery Fair, and she found a lot of quality products and brought some of them back to her home country for testing.Mr. Tan Wei Yu, President of Malaysia Stationery & Book Industry Association, said, “Every year, Ningbo International Stationery Fair brings new surprises. The products here are rich in variety and outstanding in innovation and design, which can accurately meet the market demand. The Malaysian industry can harvest new business opportunities every time they participate in the show, and look forward to further strengthening cooperation with Chinese enterprises in the future to jointly expand the international market.”Tapping into the “debut economy”Innovative products lead industry changeAgainst the backdrop of a global stationery market that is about to exceed US$200 billion, the Ningbo International Stationery Fair has become an important stage for enterprises to unleash their innovative power. A total of 1,687 exhibitors from 20 provinces, municipalities and autonomous regions as well as Taiwan exhibited hundreds of thousands of high-quality stationery, office supplies and related products. Guangdong Lepusheng stationery with the German Red Dot Award-winning new product - 9189 pen correction tape exhibitors, pen-shaped design, convenient core change and other innovative highlights of the exhibition site as a “pop-up”. Guo Shaojian, general manager of the enterprise, said that Lepsheng attaches great importance to the research and development of new products, and has invested a lot of costs in innovative design, and its products have received many design awards both internationally and domestically. Ningbo Tianhong Stationery surprised the audience with the industry's first automatic pencil sharpener, an intelligent product that supports the universal use of pencils and colored pencils and has an anti-touch function, which quickly topped the e-commerce sales charts through the co-branding of IPs such as Nippon, Doraemon and other head anchors. Wu Rui, head of enterprise channels, said, “Innovation is not only a technological breakthrough, but also an accurate insight into the consumption scene.” In order to further assist enterprises to seize market opportunities through the “debut economy”, the exhibition site has prepared a number of new product launches, Beifa, Jiuling, Kangmeilian, Xinmuo, Changlong, Tianhong, Moca, Rover and other well-known stationery enterprises in the industry, with the latest R & D results in their respective fields, to convene new product launches. Beifa Group, a national manufacturing single champion enterprise, brought the latest acrylic straight liquid marker, which attracted a large number of professional buyers to stop and experience with stronger coverage and more vibrant and delicate colors. “Currently the best-selling is this second-dry neutral pen, is our Beifa unique patent, writing effect is very good, can kill many foreign similar products, customer feedback is also very good.” Beifa Group sales director Gu Yiduo introduced. Empowering “emotional value” stationery consumption into the “heart” era in today's focus on personalization and emotional experience, stationery products are no longer limited to practical functions, stationery companies understand the importance of emotional value, not only in the design of the product to attract attention with unique shape, but also integrated into the innovative elements of decompression. Exhibition site, Hangzhou Core Mor Culture and Arts Co., Ltd. booth in front of the crowd, landscape stickers, dressing portable book, handbook tape and other products have become the site of the “net red punch card point. Foreign trade director Zhou Hong introduced, landscape sticker series is the hottest products sold last year, not only children like, student party office workers buy a lot of, play the process is very decompression, is the new favorite of young groups to release the pressure. Zhejiang Qihao's motorized Dazzle Skywing eraser set, the design concept of fun and education, the eraser in the form of DIY small pieces, can be used alone, but also can be assembled into a sub-genre of warplanes, exercise children's hands-on ability to accurately capture the needs of parents on children's creativity training. In terms of marketing innovation, Hangzhou Fangdao culture will be the booth into the creamy bear style, through the two main IP Kapibara and creamy bear, as well as kitten Zhenhuanzhuan, dachshund puppies and other cartoon products, for B2B trade injected youthful vitality, distinctive booth decorating style and cute cultural and creative products, attracting a large number of visitors to consult the ornamental, “We all today have been busy, and lunch was delayed until 3:00 pm.” said the marketing manager of Fangdao Culture. Focus on multi-dimensional forums to bring together global wisdom to talk about the future of the industry This exhibition focuses on hot topics in the stationery industry, organizing four professional forums and industry conferences, including the debut of new products, design trends, e-commerce specials, and branding out to sea, inviting industry experts, scholars, and business representatives to jointly discuss the direction of the development of the stationery industry, technological innovations, as well as market opportunities and other topics, and to provide industry insights and opportunities for cooperation for the industry personnel.” Italian perspective 2025 stationery design new wind direction” forum, invited the founder of TEMPRA, chief designer Anthony Maggiaso analysis of stationery design trends, for China's stationery industry high-end, creative, sustainable design to provide inspiration; Jitterbug e-commerce special focus on digital opportunities, unveiling the platform empowered stationery enterprises to open up the business potential of new online channels; ”the second session of the Chinese stationery brand The “2nd China Stationery Brand Summit” focuses on “One Belt, One Road” to deepen international cooperation, discuss the globalization layout of brands and the construction of industry standards, and promote the deep development of China's stationery industry in the global market.” I'm very inspired by the digitally innovative stationery concepts shared by Italian designers, and I'll consider applying this kind of design thinking to my children's stationery line.” said Mr. Zhang, an exhibitor from Zhejiang Province. Mr. Zhang, an exhibitor from Zhejiang, said. “Internationalization of standards is a 'hard nuclear weapon' for brands 'going overseas'. We have taken advantage of the permanent secretariat of the Asia-Pacific Stationery Association Union to organize and promote the adoption of the Union's standards. In the future, we will rely on the 'Belt and Road' cooperation framework to deepen international cooperation and complete the deepening of Chinese stationery brands in the global market. Yu Yongfeng, vice president of Ningbo Stationery Industry Association, said.

When it comes to toys, many people still stay in that is ‘children's things’ level. But in fact, the tide of play has long been deep into the young, the elderly and many other people, Zhengzhou Shanghai City, David City, Hong City and other shopping malls, crowded ‘Valley shop’ is young people in the tide of play to pay the bill; Taobao toys for the elderly users are mostly aged 55 years old and above.In the era of universal ‘play up’, toys tide play on the wind mouth. Taobao Tmall data show that in 2024, Taobao platform derived from the turnover of peripheral has exceeded ten billion yuan, tide play industry is from the niche to the mass market.Long queues in front of the blind box machine, Valley shop average daily traffic of more than 10,000, in Zhengzhou, many shopping malls, ‘Valley shop’ has become an attraction for many young people shopping. In the school around the stationery shop, cards, badges, blind boxes and other trendy play, but also to attract the junior and senior high school students to buy.The joy of young people ‘eating cereals’ has also changed the selection criteria of parents when buying toys.‘In the past, parents bought toys for their children for their educational functions, but now they care more about IP attributes and emotional links.’ The person in charge of fan operations at the Bubble Mart shop in Zhengzhou's Zhenghong City told the Dahe Caixiang reporter that the popularity of Nezha 2 has led to a steady stream of people buying the film's peripheral artefacts, some of them for their own pleasure and some as gifts, with post-1980s parents and their Generation Z children being the main consumer force.‘Emotional value, IP materialisation, male economy, and AI toys will be the 4 super tracks of the toys and trendy toys industry in the next 5 years, which is also a new windfall for merchants, lurking with huge development opportunities.’ On 18 April, Taobao Tmall toys tide play responsible person yun jing said at the 2025 Amoy days toys tide play industry summit.In his view, tide play nowadays from the category and consumer population, there is a very large incremental space. Take IP materialisation as an example, from plush dolls, to the bar ki cards, from the flow of linen colour paper, to the building blocks people, IP materialisation form continues to innovate, derivatives of the peripheral market has been the trend of ‘everything can be Valley’.In contrast to the previous view that toys are more for women and children to consume, EDC toys (which refer to toys that can be carried around), known as ‘men's modern literature and games’, also ushered in explosive growth on Taobao last year. 2024, EDC toys searches on Taobao increased by 532 per cent year-on-year, and turnover increased by 345 per cent year-on-year. More than 70% of consumer users are male, and consumers between the ages of 18 and 30 have a particular preference. Over the past year, searches for age-appropriate toys on Taobao have grown 121% year-on-year, and transactions have increased by more than 70% year-on-year, with consumers over 55 years of age gradually accounting for a higher percentage.However, the hip toy industry also shows a multi-polarised pattern, with headline companies such as Bubble Mart able to achieve a market capitalisation of HK$236.2 billion, while numerous designer brands and secondary peripherals are also able to grow through e-commerce platforms.In January this year, the domestic block brand ‘Bruker’ was listed on the main board of the Hong Kong stock market. Bruco in its development process positioning has undergone many changes, from the earliest early childhood toys to large particles of blocks, and now the ‘block people’. The ‘Block Man’ category was created by Tmall and Bruco.‘A brand wants to hit a new category in the market mind, need to invest a lot of time and budget, if in the big platform to help, open the market recognition speed will be greatly accelerated.’ Bruco's head of e-commerce said.

Dolls and toys made in China bring joy to children around the world. However, when dolls go up in price and toys go out of stock, what else can American children play with?CNN recently published an article saying that with President Trump once again increased tariffs on China, the U.S. toy industry is facing an unprecedented blow.‘For American families, this means that toys that were once affordable are becoming luxury items.’ Nearly 80 per cent of toys on the US market are produced in China, the article said, citing figures from the Toy Association of America.‘We have no choice but to raise our prices by tens of percentage points,’ said Isaac Larian, chief executive of California-based MGA Entertainment. His company produces a number of best-selling U.S. toys including the Bratz line of dolls and the L.O.L. Surprise! line of dolls. ‘The business I've worked so hard to run for 46 years is in jeopardy.’"What can I do? Should I sell bald dolls?"Trump has said one of the main motivations for the tariff increases is to bring manufacturing jobs back to the United States. However, Larian noted that the tariff hikes will force him to lay off employees, especially at his Hudson, Ohio, plant, which employs about 700 people and produces many goods that are sold to China.‘Most of the company's production is done in China, but the Ohio plant primarily produces Little Tikes-branded products, including small cars and sandbox toys.’Little Tikes' classic Cozy Coupe minivan is one of MGA Entertainment's most popular products.Larian added that while the plant has the capacity to expand production, ‘Americans don't want to work at the plant.’Even if enough workers could be found, it would still cost more to manufacture toys in the U.S. that were originally made in China, even with existing tariffs.He also noted that it would be especially difficult to find the raw materials to make doll hair on U.S. soil. "There is not a single factory in the entire United States that makes doll hair. What can I do? Sell bald dolls?" Larian said.'No choice': China still dominates toy manufacturing The CNN article notes that while some industries have moved their supply chains out of China, the most significant source of U.S. toy imports continues to be China. According to the U.S. Department of Commerce, U.S. toy imports last year totalled nearly $17.7 billion, of which about 75%, or $13.4 billion, came from China.Greg Ahearn, president and CEO of the Toy Association of America, said, ‘This goes back to the 1980s and 1990s, when companies were looking for lower-cost manufacturing bases around the world.’Labour costs in China are lower than in many other parts of the world, Ahearn said, helping to reduce the cost of toy manufacturing, which in turn benefits consumers with lower prices. Even though technology has advanced in recent years, toy production still requires a lot of handwork, such as colouring the faces of dolls or action figures.The majority of toys sold in the U.S. market are made in China, according to Toys for America data. With Trump imposing tariffs of up to 145 per cent on Chinese goods, the price of these toys could rise significantly.In addition, many toy manufacturers are themselves small businesses. It would be easier for them to take advantage of China's existing industrial infrastructure than to build a factory in the U.S. from scratch, Ahern said."There is no alternative in the short term. The U.S. has some manufacturing capacity, but it's focused on those areas that can be highly automated," Ahern added. He also served as chief marketing officer for Toys R Us.Jay Foreman, chief executive of Basic Fun! a toy company that makes products such as Care Bears and Tonka trucks, said in a February interview that the company's entire supply chain is in China.‘How can we just pull out our moulds, our factory base, our production process ...... and move to another country?’ Foreman said, ‘There are some things that simply can't be done in the U.S. Toys are one of them.’After the 145% tariff policy, Foreman was interviewed again and confessed, "The situation ...... has evolved from a “problem” to a Basic Fun! and even a whole industry ' crisis'. This not only threatens the price and supply of toys, but may even destroy the survival of the entire industry's foundation."This situation, too, is exactly what many toy companies are facing, especially at a time when they should be placing orders for the holiday selling season. Ahern said that some companies ‘may have trouble maintaining operations’ due to plummeting revenues.Basic Fun! has now suspended all toy shipments, putting it in a potentially serious crisis. Foreman said, ‘We can't take the risk because we have no idea what the applicable tariffs will be when the shipments arrive.’But at the same time, ‘If we don't have the product, we don't have the cash flow, and that means we can't even pay our bills.’Editor: Zhao Chenyan Source: cnn.com Source: chinadaily.com.cn

Recently, Emily Ley, founder of Florida-based stationery brand Simplified, filed a lawsuit in federal court accusing former President Trump's administration of invoking the International Emergency Economic Powers Act (IEEPA) to bypass congressional procedures to impose tariffs on all goods from China to the detriment of small and medium-sized businesses in the United States.After Trump introduced the highest tariffs in a century, this could be the first lawsuit it has encountered from the U.S. Simplified, a Pensacola, Florida-based company, says the tariffs will force it to pay extra to import goods from China, which will cause it to "suffer higher costs, competitive disadvantage, and declining profits." First case! Florida stationery company sues Trump over tariff policy.