The toy and fashion fair at Yiwu International Trade City provided an insight into future trends for toys globally on International Children's Day last month.

Leading toy producers, including Guangdong's Ultraman, Fujian's Meisida, Jiangsu's Goodbaby and international brand Barbie presented their latest lines at the show.

Toy production rates as one of Yiwu's pillar industries. Its products have a market share of over 30% in China and about 25% for the world.

"Popular toys anywhere on earth can be found in Yiwu," said Li Zhangxin, President of the Yiwu Toy Industry Association.

The Yiwu China Commodities Index, compiled and published by the Ministry of Commerce in 2007, shows that Yiwu is the wind vane guiding the production and marketing of toys generally on the Mainland.

Educational toys to dominate

Safety and environmental friendliness are seen as key upcoming trends in toy production. Because some toy merchandisers are seeking more practically-focused products in the current economic climate, educational toys are set to fit the bill.

Educational toys that straddle the boundary of traditional toys by incorporating advanced computer electronics and telecommunications technologies are perceived as being more fun.

According to toy designer Tong Yuanzhi, "intelligent toys" not only satisfy children's curiosity but will stimulate their desire to learn.

Adult toys also have great market prospects. Some 50% of toys are sold to consumers other than children in developed countries. Adult leisure, educational and fitness toys have a market value of about Rmb50 billion a year.

"In addition to traditional toys like clever locks and interlocking rings, China's toy manufacturers should also develop high-tech electronic products to meet the needs of adult consumers," said Li of the Yiwu toy industry body.

from Eric Wang, Hangzhou Office

(Image courtesy of Xinhua News Agency)