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China toy consumption report released: Construction & building toys, the largest share of purchasers’ toy spending

China Toy & Juvenile Products Association

China Toy & Juvenile Products Association released the annual industry report for toy consumption in 2012. The newest report shows construction & building toys became Chinese parents’ preference, taking up 18% of their spending, the largest share among all toy categories.



The report on China Toy consumption looks at Chinese parents toy spending behavior by surveying 5,000 consumers online who purchased toys in the last three months. Survey samples were collected from the first, second & third tier cities all around China in proportion to local population and children at different ages.


The report give people an in-depth look at the categories of toys they purchased, products’ prices, shopping places, consumers’ considerations on products, frequency of purchase within a year, as well as their annual spending on toys. Also comprehensive analysis were made on the differences of the respondents’ purchases for children at different ages, their brands awareness, most recognized brands and most frequently purchased brands for toys of various categories.



This year’s report digs deeper than ever before, capturing new details of the toy purchases. It is also worth mentioning that a comprehensive study on Chinese children’s spare time and social time was newly added into this year’s report, that becomes the report’s new feature. This part mainly looks at how much spare time Chinese children have in a week by their different ages, gender, level of cities and income families, and how they arrange their spare time from like watching television, reading books or outdoor activities.


Major highlights of the consumption reports include:
-Child’s development continues to be the foremost reason for purchasing toys with 34% in 2012, followed by Rewards for children, 28%.
-18% of spending was on construction & building toys, taking up the largest share.
-Compared with other shopping places, purchasers buy more medium-to-high-priced toys (over RMB200) from department stores.
-Internet has become the top channel for purchasers to buy toys, taking up 40% of total,up 14% over 2011, maintaining over 10% growth for the second consecutive year.
-Barbie continues to be the most recognized brand in 2012 (86%). Angry Birds and Monopoly are new to the list.
-72% of respondents indicated internet as an information source for toy products & brands.
-89% of construction & building toy purchases were LEGO brand.


Apart from the toy report, Report on China Baby Products Consumption was also released. The baby products report mainly looks at consumers spending behavior and most recognized & frequently purchased brands on different durable and consumable products, including baby stroller, baby car seat, crib/children furniture, baby clothing, baby shoes, personal clean & care products, and feeding products. Other reports include Toy Retail in Department Stores and Baby Products Retail in Department Stores were also released at the same time.


More information of the report, please check CTJPA website or contact Kent Luo by email luoliping@tjpa-china.org  or tel 0086-10-66038881 ext. 226.



About China Toy & Juvenile Products Association (CTJPA)
CTJPA is the sole national association in the Toys & Juvenile Product industry in China and is the only official representative in ICTI appointed by Chinese government. It is recognized as the authoritative voice of China toy & juvenile product industry by the government, the trade, the media and consumers.