The per capita consumption level of toys in China is relatively low, but with the rapid development of the national economy and the continuous improvement of household living standards, the astonishing potential of the Chinese toy market will gradually be demonstrated. According to a foreign survey, plush toys are the top choice for European parents to choose toys for their children. The per capita cost of toys in Europe ($144) is much higher than that of developing countries such as China and even Asia ($13), becoming the second largest toy consumption market after the United States ($340), while the per capita toy consumption in Asian countries is less than one tenth of that in Europe. According to a survey by the China Toy Association and the China Social Survey Office, there are 286 million children and adolescents under the age of 14 in China. Their per capita annual toy consumption is only 20 yuan (2.4 US dollars) to 30 yuan (3.6 US dollars) RMB, far lower than the level of Asian children's per capita annual toy consumption of 13 US dollars and global children's per capita annual toy consumption of 34 US dollars.
If China's toy consumption reaches the Asian average level, the market size is expected to exceed 30 billion yuan. In addition, the comprehensive survey report "China Toy Market" released by the Hong Kong Trade Development Council predicts that the mainland toy market will grow at an annual rate of 40% in the future, with sales exceeding 100 billion yuan by 2012.
