Core Insights - The 23rd CTE China Toy Expo and related exhibitions opened in Shanghai, showcasing 2,629 exhibitors and over 5,426 brands across 23,000 square meters, highlighting the event's role as a strategic hub for global market expansion [1] Group 1: International Participation and Trends - The number of international exhibitors at the CLE China Licensing Expo increased by 65% year-on-year, indicating a significant rise in global influence and attractiveness of the Chinese market [2] - Major global IPs such as Mickey Mouse, Zootopia, and Marvel showcased their products, reflecting the appeal of the Chinese and Asian markets [2] - Domestic brands like the Palace Museum and Pop Mart also participated, demonstrating a shift from "commercial output" to "cultural confidence" in China's creative industry [2] Group 2: Product Diversity and Innovation - Disney China presented over 1,500 products from nearly 150 toy licensing partners, featuring a wide range of toy categories and innovative designs [3] - The event highlighted the diverse product offerings, catering to both children and adult collectors, showcasing the industry's creativity and market responsiveness [3] Group 3: Industry Growth and Insights - The CTE China Toy Expo and related exhibitions saw a 50% increase in export-oriented exhibitors and a 46% increase in the CKE China Baby Products Expo, indicating robust growth in the industry [4] - Key manufacturing clusters from Guangdong, Zhejiang, and Guangxi attracted significant international attention, enhancing their brand recognition and competitiveness [4] - The exhibitions provided insights into five major trends affecting the industry, guiding companies in their market strategies for 2026 [4] - A total of 276 professional events were scheduled during the exhibitions, facilitating discussions among global industry leaders on sustainable development [4]

Core Viewpoint - The rise of domestic潮玩 (trendy toys) in international markets is not a coincidence, but rather a significant transformation in the toy industry, driven by changes in consumer demographics and product offerings [2][5]. Group 1: Consumer Demographics - The consumer base for toys is shifting from primarily children to older age groups, particularly in overseas markets, with adult and teenage consumers increasingly contributing to sales [2][5]. - In the U.S. toy market, consumers aged 12 and above account for approximately 25% of sales, contributing over $9 billion, and have driven 60% of market growth from 2021 to 2022 [2]. - In 2023, adult toy sales in the U.S. increased by 8%, representing 7.3% of the total toy market, while in five EU countries, the same demographic saw a 2.5% increase in toy spending, making up 28.5% of the market [2]. Group 2: Product Evolution - The definition of "goods" in the toy industry is evolving, with潮玩 targeting consumers aged 15 to 40 who seek emotional value and personal expression through collectibles [5]. - Traditional toy brands are facing market share pressure, while collectible brands like LEGO are gaining traction, indicating a shift in consumer preferences towards adult-oriented collectible toys [5]. Group 3: Market Trends - The blind box segment is experiencing significant growth, with a compound annual growth rate of 24.2% in China's market from 2019 to 2023, outpacing overall toy market growth [7]. - The rise of social media has transformed the marketing landscape for toys, with a shift from traditional media to platforms that promote interactive and visually appealing products [7]. - The average daily usage of social media globally increased from 90 minutes to 143 minutes between 2012 and 2024, facilitating the emergence of new toy brands that leverage original IP and social media engagement [7]. Group 4: Competitive Landscape - The global toy market is relatively fragmented, with the top five players holding only 26.5% of the market share, allowing for opportunities for new brands to establish differentiated positions [8]. - Chinese潮玩 brands are positioned at a lower price point compared to U.S. counterparts, focusing on unique IP and catering to niche markets, including female-oriented潮玩 [8]. Group 5: Market Volatility - While the potential for domestic潮玩 to succeed internationally is promising, the market remains volatile, as evidenced by the fluctuating popularity of certain IPs like Disney's Lina Bell, which saw a rapid rise and subsequent decline in interest [9].