How POP MART leveraged co-branding to dominate China’s blind box toys market

POP MART (泡泡玛特) is a popular cultural entertainment brand in China that specializes in selling blind boxes. Founded in 2010, the company has become a leader in the designer toy market in China. In the first half of 2022, the company’s revenue was 2.4 billion RMB (349 million USD), up 33.1% year on year. Although […]

China’s Toys Market in 2022: Chaowan, high-tech, and parent-child games


Most people know China as the world’s largest toy exporter due to its solid manufacturing reputation especially in the southeastern provinces. Indeed, in 2020 China exported $72 billion USD worth of toy products, miles ahead of the 2nd place – Germany’s $6 billion USD. However, China also has the world’s largest toys market, valued at […]

“The Lord of the LEGO”: The Competitive Market of Building Bricks Toys in China

Lego in China

From the launch of building bricks in the late 1790s to today’s digital dependent society, building bricks toys have survived years of evolution and are still popular among children and adults. LEGO (in Chinese乐高), a line of plastic construction toys, was founded in 1949 and has gained popularity ever since. As the leader and founder […]