Toy market news

NPD offers an update on China’s toy business

Over the past few years, China has been standing tall as an emerging consumer market for the toy industry. While the headlines often focus on the country as the key manufacturing base for the global toy business, sales have been booming as well as Chinese families catch up to their international counterparts in terms of play and consumption.

But this year, things have slowed down on the digital front while certain categories have taken off elsewhere and market share shifts.