A spring initiative titled "Guangdong Goods, Global Reach" has recently launched in Guangdong, aiming to showcase the quality of local products and expand their international brand influence. Among these goods, toys hold a pivotal position in the province's global export success.

As China's largest toy manufacturing and export base, Guangdong exported over 100 billion yuan worth of toys in 2024, accounting for 37 percent of the nation's total toy exports. In recent years, the focus has shifted from simply exporting products to exporting culture, with trendy toy IPs rooted in traditional Chinese themes rapidly gaining fans worldwide.

Dongguan, producing nearly 85 percent of China's trendy toys, stands at the heart of this boom. The city's large-scale toy industry contributes 38 percent  of the province's total output, with over 5,000 companies dedicated to categories like blind boxes, figurines, models, and plush toys, making it the country's most important R&D and production hub.

From products to cultural influence, Guangdong toys are winning more hearts abroad. According to Huangpu Customs, Dongguan's toy exports in the first 11 months of last year reached 21.49 billion yuan, shipping to 131 countries and regions.

The Chenghai toy industry in Shantou is also thriving. In the first three quarters of 2025, toy exports from Shantou to the EU grew by 11.4 percent  to 2.81 billion yuan. The 24th Shantou Chenghai International Toy & Gift Fair last October attracted professional buyers from 52 countries and regions, including the UK, Canada, South Korea, and Brazil, securing intended agreements worth 15.8 billion yuan and on-site purchases of 5.02 billion yuan—both record highs.

Source: Guangzhou Daily
Reporting & Photos: Jiang Xingduan, Li Zhijian
English Author & Editor: Lyu Yun