"Can Adults Still Enjoy Toys?"
For numerous members of Generation Z who have developed a passion for collecting action figures and designer toys, the answer is a resounding “yes.”
In contrast to classic animated and artistic figures originating from countries like the United States and Japan, the domestic Chinese pop culture, known as “Guochao IP,” has been steadily gaining momentum in recent years. Various toy conventions continue to inject vitality into the market. What exactly makes designer toys so alluring to young people? What is the market potential for this trend? And how does it reflect the evolving consumer behaviors of the younger generation?
“The Thrill of Surprise” and the “Collectible Craze”
For enthusiasts within the designer toy realm, the excitement of opening a blind box to unveil a rare item or waiting in line for hours to secure a limited edition piece is an indescribable moment of joy. Limited edition designer toys also hold investment value as collectibles, with the potential for appreciation over time.
Designer toys come in a variety of materials, including wood, rubber, resin, marble, and plush, with prices ranging from 59 RMB to tens of thousands of RMB. These designer toys, often referred to as art toys, encompass elements of design, fashion, illustration, sculpture, and intellectual property, making them inherently collectible. From large-scale figurines to small blind box collectibles and Ball-jointed Dolls (BJD), they all fall under the umbrella of designer toys.
Young individuals can engage in secondary market transactions of designer toys on platforms such as Xianyu. Designer toy-related information, unboxing videos, and reviews are shared on social media platforms like Bilibili, Xiaohongshu (Red), and Douyin (TikTok), with some content creators amassing tens of thousands of followers by sharing tips on buying designer toys and unboxing videos of Bearbricks and other designer collectibles.
The surging demand has given rise to numerous designer toy brands in China, with stores proliferating at a rapid pace. While the designer toy trend didn’t originate in China, it has become a burgeoning force in the recent consumer landscape. According to data from Tianyancha, there are currently over 1200 companies with names or business scopes related to “designer toys” or “blind boxes” in China. In cities like Beijing, Guangzhou, and Shanghai, designer toy shops are densely concentrated within a few kilometers.
Top-tier designer toy brands have not only ventured into theme parks and collaborated with major internet companies but have also garnered the attention of various investment firms. As per a report by iiMedia Research, China’s share of the global designer toy market increased from 11.18% in 2017 to 19.17% in 2020. In 2020, the size of China’s designer toy market reached 29.48 billion RMB, and it is projected to reach 38.43 billion RMB in 2021.
iiMedia Research analysts believe that while blind boxes have propelled the “surprise economy,” action figures and premium models have driven the “collectible economy.” The designer toy industry, with its multibillion-dollar valuation and a substantial consumer base, continues to reshape the imagination of young people and the market.
Do They Truly Understand the Youth?
Industry experts contend that designer toys, as a novel consumer trend among Generation Z, align with the distinct needs and cultural experiences of young individuals, serving as a medium for self-expression, identity affirmation, and emotional projection.
Unique artistic designs imbue designer toys with distinct value, combined with brand strategies releasing "limited edition" items, adding an element of rarity. Designer toys offer value beyond intellectual property; they also provide collectability, entertainment, and emotional expression.Many designer toy enthusiasts assert that the joy of "collecting all Dragon Balls to summon Shenron" is often amplified after sharing it with friends. For instance, Angel made two same-city friends through her designer toy shopping guide shared on Xiaohongshu (Red).
According to Sun Jiashan, Associate Researcher at the China Academy of Art, Generation Z possesses unique emotional structures, cultural experiences, and self-identifications distinct from previous generations. Many of them discover their own subcultures through specific themes, complete with their own language, logic, and social interaction styles.With rising economic standards and disposable incomes, the younger generation is gravitating toward high-quality, personalized, and experiential consumption. They are willing to invest in self-gratification, seeking comfort, stress relief, and self-expression through consumption, all within their financial means.Chen Shaofeng, Deputy Dean of the Cultural Industry Research Institute at Peking University, explains, "Many designer toy IP characters don't originate from classic movies, TV shows, or cartoons. This 'blank slate' allows young individuals to easily project their own understanding, imagination, and emotional needs onto the toys, creating a sense of emotional resonance."
For many individuals born in the 21st century, particularly those from the post-2000s and post-1995 generations, designer toys often mark their inaugural venture into the realm of collecting. According to Chen Shaofeng, these toys, rooted in artistic ingenuity, successfully resonate with the young consumers’ burgeoning appetite for aesthetic artistry. They function as a bridge linking popular culture with artistic expression, thereby embodying an innovative form of artistic representation.
Serge, one of the co-founders at Pop Mart, closely observes that the younger generation’s pursuit of design and aesthetics is steadily intensifying, despite their somewhat constrained economic resources. For them, trendy toys offer a readily accessible and more universally embraced point of entry.
Expanding Horizons: The Unceasing Ascent of "Guochao IP" in the Designer Toy Landscape
The designer toy market in China is on an impressive growth trajectory, witnessing the continual emergence of new brands. Nevertheless, it’s important to note that iconic animated and artistic figures from the United States and Japan still hold sway over numerous enthusiasts. These designer toys, based on cherished IPs that have been a significant part of Generation Z’s upbringing, persist as the preeminent and most sought-after category.
The cultural essence embedded within Intellectual Property (IP) is the bedrock of consumer purchases and plays a pivotal role in fostering consumer loyalty. Presently, Chinese designer toy brands source their IPs from two main channels: cultivating original IPs and collaborating with globally recognized IPs.
“Chinese traditional culture is profoundly rich, but the image IPs and designer toys inspired by it are still in the process of maturation, and diversity is needed. There is considerable potential for further exploration within the realm of ‘Guochao’ IPs,” asserts Chen Shaofeng. He posits that by infusing Chinese elements into designer toys, brands can not only seize opportunities for brand enhancement but also revitalize cultural resources, weave Chinese narratives, bolster cultural identity, and establish emotional connections.
The intersection of tradition and contemporary trends, where more captivating creative ideas are born, is fast becoming a unanimous aspiration among Chinese designer toy brands. Several companies are venturing into using designer toys as a medium for enabling conversations between ancient relics and the emerging “Guochao” trend. Recent releases like the “Bronze Squad,” “Terracotta Army,” and “Flying Horse” from the “Reviving Ancient Artifacts” designer toy series have attracted widespread attention and acclaim.
Chen Wei, the founder and CEO of 52TOYS, elucidates that “reviving ancient artifacts” entails breathing life into relics that have long been housed within museum walls through the artistic prowess of designers. For instance, the “Tang Dynasty Lady Yoga” series ingeniously integrates contemporary yoga poses with the portrayal of “Tang Dynasty ladies,” rendering it more relatable to the lives of today’s youth.
“To seamlessly integrate IPs into consumers’ everyday life settings can help consumers not only remember the IP but also establish a shared understanding and emotional resonance with the brand, thereby unlocking the brand’s latent potential,” recommends Chen Shaofeng. He underscores the importance of mining the profound essence of traditional Chinese culture and creatively channeling it into top-tier content for the future development of the designer toy industry.
Since its inaugural event in the summer of 2020, the CJTS&CJFM (ChinaJoy Collectible Toys and Figurine Models Exhibition) held annually at the Shanghai ChinaJoy venue has been evolving into the “Fashion Week” of the designer toy industry.
During the exhibition, toy designers, artists, and toy brands come together to showcase their most beloved designer toy products and unveil new releases, including limited-edition items. Consumers attending the event get the chance to discover designer toys they love and engage in face-to-face interactions with their favorite designers.
Many limited-edition items can only be purchased at the exhibition. Some niche studios even bring physical examples of blind box products that were previously exclusively available online. Leading up to the event, numerous seasoned collectors often secure tickets in advance, meticulously plan their strategies, and queue up outside the venue well in advance. Once the doors open, they rush inside, fearing that they might miss out if they’re late. Moreover, many employees from toy manufacturers and distribution channels attend the exhibition to exchange business cards with designers who pique their interest, establishing initial cooperative intentions. This method of communication proves highly efficient. For designers, this event offers a platform for networking and exchanging ideas with peers while identifying new trends and changes within the industry. The designer toy community is undergoing iteration and convergence, with participants becoming increasingly interconnected. This is a sign of the designer toy industry maturing. Numerous companies, designers, distribution channels, and audiences from around the world come together at this event, participating in this grand gathering, collectively witnessing the rapid ascent and development of China’s designer toy industry.
Conclusion
As one of today’s most renowned and influential annual events in the global digital entertainment arena, ChinaJoy encompasses a wide range of digital entertainment sectors, including gaming, animation, internet film and television, internet music, online literature, esports, smart entertainment software, and hardware. Its influence has long extended to the designer toy and hardcore merchandise market, forging collaborations with numerous well-known brands within the industry.
The ChinaJoy Designer Toy and Model Exhibition Area (CJTS&CJFM) not only stands as an ideal venue for game and animation copyright holders as well as original merchandise manufacturers to connect with core users such as gamers and animation enthusiasts but also provides avenues for product sales and representation. Furthermore, it serves as an official platform for game and animation companies participating in ChinaJoy to vend authorized action figures, models, and associated merchandise. This presents an excellent offline marketing opportunity for exhibitors to directly boost sales revenue, promote their brand products, and showcase their stores. If you have aspirations to enter the Chinese market, this serves as an outstanding platform for displaying your products.
