China's trendy toy hub eyes global market at CICPE

The 6th China International Consumer Products Expo (CICPE), held from April 13 to 18 in the southern province of Hainan, is positioning itself as a gateway for global companies to access China’s vast consumer market, while also helping domestic brands expand overseas.

Among the highlights this year, a pavilion presenting designer toys manufactured in Dongguan City, south China’s Guangdong Province, has drawn particular attention. Featuring everything from intricate metal assembly kits and premium collectible models to ball-jointed dolls (BJD), the exhibit reflects the city’s shift from contract manufacturing to higher-value activities such as intellectual property (IP) development and brand building.

“Dongguan is often described as a hub for trendy toys—not just because of its manufacturing base, but because of the depth of its supply chain,” said Tong Yuan, executive deputy secretary-general of the Dongguan Trendy Toy Association.

He pointed to a toy-themed vehicle on display as an illustration. Produced in Shipai Town, Dongguan, the vehicle’s entire supply chain—from components to final assembly—can be completed within a three-kilometer radius. “Design and markets may lie beyond that range, but when it comes to manufacturing, even the smallest component can be sourced locally,” Tong said, describing what he called a “cluster advantage.”

Still, Tong argued that the industry’s evolution from traditional toys to trendy collectibles is less about production capacity and more about value creation. “What defines trendy toys today is not manufacturing, but design, collectibility and emotional appeal,” he said. “They need to resonate with younger consumers.”

Looking ahead, Tong highlighted Hainan’s growing role as an international platform. With the expo taking place as the island advances its free trade port policies, he said the event has taken on an increasingly global character. “It feels highly international—almost like a mini United Nations,” he said.

He added that Hainan could serve as a launchpad for Chinese trendy toy and IP companies seeking to expand abroad. “It has the potential to become a key node in global cultural consumption,” he said, “and a bridge connecting Chinese brands with international markets.”