Trend (Image Source: Hape Image) “Safe & Educational” The New Global Trend of Toy Consumer Market Childhood is a constantly changing and growing period, therefore, only if adhering to the guideline of toys selection based on children’s age, toys can perform perfectly and develop the various abilities of children reasonably. The Age Determination Guidelines for Toys(GB/T28002—2011) issued in 2011 provided the policy basis for product research and development, as well as market distribution of toy companies in china. In May 2013, China Toy & Juvenile Products Association released the latest China Toy Consumption Report. The report shows the Chinese consumer’s viewpoint is changing. Among all factors considered in selecting a toy, the functionality has played a more and more important role, up to 47%. It can be illustrated from this value that Chinese customers focus on different impacts on children of the different toys, therefore, toy selection tends to be more objective and reasonable. From the parents’ point of view, instead of the prize for good marks, toys are considered as important tools to develop children’s abilities of hands-on skills, imagination, fine motor skills and independent thinking, etc. Therefore, toys with rich sound, easy to operate and special training function have become the focus of the consumers. As shown in the figure, for children from 0 to 6 years old, the two most important factors besides quality and safety, customers also pay more attentions to the toys’ functionality as the child growth. Nowadays, the generations born in 1980s and 1990s have entered the prime time of marriage and childbearing. These groups tend to be more open in terms of consumption, and their understanding of toys is deeper and more novel compared to the older generation. Under the influence of western childrearing concept, the old way of thinking like “lost in play” is broken down. A toy is one of the important “participants” of game, as well as one of the tools of game. Infants ought to develop imagination, imitate adults and gain physical and mental growth by playing with toys; yet elder children can cultivate the discovery ability and hands-on skills, etc., by relative toys. 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 48% 49% 40% 37% 85% 77% 74% Me i L i a n g( e x e cu t i v e v i c e president & secretary general of China Toy & Juvenile Products Association): toy should not be considered a prize or gift but a necessity for mature and wholesome growth and the most effective way to enhance the relationship between a child and parent. 38% 29% 28% 18% 41% 37% 42% 34% 27% 37% 37% Scarlett Wisotzki (editor-in-Chief of the specialist magazine das Spielzeug): Functionality plays a big role in German toy industry. Nearly all trends like role play, cudd l y t oy or boar d game feature some function. The above report point out the developmental direction of the global toys customer market. (The article partly excerpted from the specialist magazine Toy & Hobby . Please find details in the latest China Toy Consumption Report released by China Toy & Juvenile Products Association.) 2