Chinese consumers have a preference for global brands and educational toys. The learning toy concept is highly valued.
Quality, safety, and authenticity in toys are also key success factors. Social media play a key role for reaching the consumer.
The toy market in China is a business of 12 months, with no prominent peaks on sales. The Chinese New Year is more important than Christmas or Halloween.
Film releases are big drivers of consumption. As an example, the recent Transformers movie was released in China at the same time that it was broadcasted in the rest of the world.
In terms of products, dark colours do not succeed in the Chinese market, while bright color schemes are more in demand. Moreover, any product with wheels is welcome.
