During the Spring Festival, toy manufacturers are always eager to seize the peak sales season and create products that reflect the festive spirit. The author learned that with the growing popularity of various anniversaries, China's traditional festivals, and international celebrations, the demand for gifts has been steadily increasing, making the gift market more vibrant than ever before. Many toy companies that once focused on exporting have now turned their attention to the domestic market, especially after experiencing the financial crisis. They’ve started closely monitoring the gift and premium markets tied to traditional festivals.
Radical festivals, such as the Spring Festival and Children’s Day, have become new business opportunities for toy companies. While Christmas is traditionally a big sales period, many Chinese toy firms—especially those that primarily exported—have begun preparing for Christmas orders as early as the first half of the year. According to past data, American toy sales account for 65% of annual revenue from Thanksgiving to Christmas.
After the financial crisis, some OEM toy manufacturers shifted their focus to the domestic market. Traditional festivals with deep cultural roots have become an attractive selling point. In general, the Spring Festival, Children’s Day, and other local holidays are key times for toy sales. One such company, "Kai Er Hua," which has been in the children's toy industry since 2004, releases special themed toys every year before the Spring Festival. For example, in 2010, they introduced a red cheongsam-clad doll that captured the essence of traditional Chinese beauty.
Unlike typical children's toys, Nanhai Haozhi didn't directly promote its festive products. Instead, it partnered with well-known manufacturers of jelly, snacks, and coffee to create customized Chinese New Year gifts. Previously, most companies focused on Christmas, but now there's growing interest in integrating the toy industry with folk culture through China's traditional festivals.
Folk crafts are gaining popularity. More people are realizing the potential of “cultural branding†in the toy industry. Handmade folk art, in particular, has attracted widespread attention in recent years. A 80-year-old woman named Xiaopan from Guicheng has become a notable figure in this field. After graduating from college, she chose to open her own shop, creating various handmade toys. Despite limited production capacity, her online store generates thousands of units monthly, supported by loyal customers. Some online retailers even place group orders for handmade toy enthusiasts. Xiaopan is confident about opening a physical store and registering her own trademark, saying, “I think the brand name will be just right.â€
The author noticed many small, personalized shops in South China Sea Plaza, Oriental Plaza, and Jiazhou Plaza, offering unique folk arts and crafts like tiger-shaped pillows and shadow-like decorations. Whether it's independent artisans or large-scale manufacturers, many are embracing the trend of folk culture. This is a positive development. As manual and personalized production coexists with mass production, these culturally rich toys and handicrafts are finding their way into the market, helping preserve traditional ethnic culture.
Experts believe that in the challenging environment for toy brands, folk culture may offer a promising path to break through and grow.
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