Toy firm a model of success

Computers have made the process much easier, he said, adding that the design sketch can be three-dimensional and more accurate, and the time needed to make a mold can be halved.

In all, the new process "makes our models look nearer to the real thing", he said.

A toy designer with the company, who identified himself by the surname Cai, said that "Master Wang" has a genius for toy design and mold-making.

"He can always pinpoint anything wrong in the sketch made by a computer at the first glance," Cai said.

According to Wang, many clients are military enthusiasts, who are very demanding when it comes to accuracy.

"Not a few brought measuring gadgets and magnifiers, scrutinized every detail of our models, and made comparisons with the parameters they had during several toy trade shows we attended," he said.

"We are confident of the market's prospects. We will strive to enrich the product line and make the models more technology-intensive while keeping a close eye on the quality and safety of the products," his wife said.

The Shanghai Financial News reported in March that at least 84 percent of adults in Japan owned toys, while 40 percent of the toys made in the United States target adults.

In China, 64 percent of adults will consider buying toys for themselves, primarily for relaxation.

"Overseas market demand has been stable and domestic market demand has seen steady growth in recently years," Zhang said.

She noted that higher costs for raw materials and labor, and the rising cost of quality testing needed for exports to Europe and the United States, had affected her company.

The couple started their business in the 1990s. Prior to that, they worked for other toy workshops.

"Many people made toys in Chenghai in the 1980s and it was easier to earn our bread by making toys in that era," she said.

"My husband became better and better at it, so we decided to run a toy workshop ourselves."

Their plant initially made remote-controlled cars for children. The first models could only move back and forth. Then came cars that could move in four directions. Still later, they made models that could move in any direction and automatically turn away from danger.

They did not come upon the idea to make models of tanks, helicopters or warships until the late 1990s, when a friend who was model tank fan advised them of the business potential.

"Such toys target mostly adults, so the styles are not so changeable as those targeting children. Also, there are very few such suppliers in China and even globally," she noted. "The situation was a good fit for a small enterprise like ours then."

The couple soon turned their attention to making model tanks, followed by helicopters and warships.

They registered the trademark "Henglong" (literally, everlasting dragon) around the year 2000 for their product series. They have obtained several patents, some for the outer designs, others for new types of practical applications.

The district of Chenghai actually has a toy-making history of more than three decades and has been dubbed "the national toy and gift base". Workshops in the area make almost all kinds of toys.

"Whatever you can imagine and whatever people want may be available here in Chenghai," noted Chen Xiangguang, secretary of the district Party committee.

Chen attributed the booming industry to the district's well-developed industrial chain for toy making.

"The industrial chain ranging from design, R&D, mold-making, production and processing, to printing and packaging, exhibition and trade to logistics is ready, while its expansion of animation and cartoon integration is taking shape," Chen said.

Chen added that the long history of toy-making has nurtured related component and service providers, and the government's strategy to improve the industrial chain has borne fruit.

According to the district government, Chenghai has 4,490 toy-related firms, with more than 120,000 people involved in the industry. The district's toy-related industrial output was 23.9 billion yuan ($3.79 billion) in 2011, up 15 percent from a year earlier.

Contact the writers at kangbing@chinadaily.com.cn and zhanlisheng@chinadaily.com.cn