TJPA Releases 2012 Annual Chinese Toy Industry Report

14 June 2013

Construction toys are the most popular toy category among Chinese consumers, according to the recently released 2012 annual industry report from the China Toy & Juvenile Products Association.

The report, based on 5,000 online surveys of consumers across China, looks at which toy categories are most commonly purchased at what product price points, from which brands and retail outlets, and based on what consideration criteria.

Construction toys comprise 18 percent of parents’ spending, claiming the largest share among toy categories. (Dolls represent the second-most popular category at 13 percent, followed by infant toys at 12 percent.) Chinese shoppers also display strong brand preference: 89 percent of all purchased building toys were LEGO products.

Construction toys have been trending not just within Chinese borders but across international markets, and have been steadily growing in popularity in recent years. According to The NPD Group, from 2010 to 2011 sales of building sets rose by 23 percent, one of only three categories that saw an increase and by far the most significant (dolls increased by 7 percent, vehicles by 2 percent). The category enjoyed a 14 percent growth in global value sales in 2011, according to Euromonitor International, making it the best performing category.

The results of the TJPA report show that the top reason Chinese parents purchase a product is to further their child’s development.

The surveyed parents said they are most likely to purchase toys over the Internet, with 40 percent of sales occurring online, a 14 percent increase from 2011. The Internet has not only become a major retail space but an important toy research tool: 72 percent of survey respondents go online for information on toy products and brands.

For more information about the TJPA report, visit www.tjpa-china.org.

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