Disney is the Most Desirable Toy Brand in China, Reports The NPD Group

NPD’s Asia Pacific team recently completed its China Toy Usage & Attitude Study. This report, which provides a comprehensive overview of the China toy market, is available for purchase now.

The China Toys Usage & Attitude Study answers a host of critical business questions. Its data and insights can help toy manufacturers and retailers develop winning strategies for success in the China’s dynamic toy industry landscape. Here is a sample of the report’s insights:

  • Disney is owned by the most toy buyers and is also the most desirable toy brand in China.
  • Chinese parents spend significantly more on toys to fulfill their children’s wishes than they would if selecting toys on their own.
  • The top three retailers in the Chinese toy market are all e-commerce retailers.
  • Most parents buy toys on Chinese New Year and Children’s Day. Children’s birthdays are, of course, another top occasion for parents to purchase toys.


Toy industry leaders around the world rely on NPD’s data and insights to help them make decisions with confidence. This report will show China’s toy industry leaders what deep data and expert insights on China toy’s market can do for their businesses!

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Russell Carter

Room 301, Sheng Gao International Building, No. 137
Xian Xia Road, Shanghai 200051, China

Dawn Yuan

Room 301, Sheng Gao International Building, No. 137
Xian Xia Road, Shanghai 200051, China

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