China's toy market expands fast

SHANGHAI -- China is witnessing the fast development of its toy and kids products industry, which has become a strong attraction to the world's businesses, said Liang Mei, executive vice president of China Toy & Juvenile Products Association.

Liang made the remarks at China Toy Expo at the Shanghai New International Expo Center on Wednesday, which is running with China Kids Expo and China Licensing Show.

She said 85 per cent of the country's department stores saw the growth of sales in toys last year with kids who bought toys at a medium-level price increasing by four per cent compared with 2009.

"As the largest trade event of the kind in China, the three-day event will offer dealers a wide range of sourcing opportunities in toys, juvenile products, hobby and licensing," said Liang.

The three shows have 850 exhibitors from nearly 20 countries and regions to display exhibits in 3,000 booths at a space of 61,500 square meters.

Insiders said China now has 220 million children under 14, providing a huge group for consumption of toys and juvenile products.

"The potential market has provided great space for international brands to vie with each other," said Liang, adding that this year's world brands grow by 49 per cent than last year.

The brands, which come from 20 countries and regions - the United States, Germany, France, Britain, Japan, Italy, South Korea, Denmark, Sweden, Hong Kong and Taiwan, include Chicco, Philips Avent, Bandai, Hasbro, Takara Tommy, MGA, Sylvanian Families, Piko and Siku.

Different from other trade shows, China Toy Expo and Kids Expo have a big number of manufacturing enterprises to display their products. Over 78 per cent of Chinese exhibitors representing manufacturers from more than 20 provinces produce a wide range of products including baby strollers, car seats, wooden toys, plush toys, playground equipments, plastic & electronic toys and hobby models, said Li Jiewei, an official from the association.

Buyers can not only communicate with the majority of leading toy manufacturers on each product category, but also find many small and medium-sized manufacturers, Li said.

"So no matter where the buyers come from, they can directly contact with the suppliers they like to find what they need," he said.