Development Trend and Investment Prospect of China Toy Market, 2014-2018 mainly analyzes toy industry in the aspects of market status, supply & demand, competition landscape, and business performance of major enterprises both home and abroad, more specifically, offers suggestions for toy industry, so as to make entrepreneurs get a better understanding of this industry and make a wiser decision with the help of the investment references. In recent years, China’s toy industry has gradually entered into integration period, and slowly recovered from the impact of financial crises, and constantly marched forward the branding of Chinese toys. As the market continuously perfects and keeps in order and together with the nation’s preferential policy and great support of cultural industries such as toy, animation and game, the domestic toy industry is expected to develop at a higher speed than ever and step into an unprecedented golden period. As the largest toy production country in the world, there are total 1304 large-scale toy enterprises in China, which have produced almost 75% toys of the whole world, moreover, Sino-foreign joint ventures, enterprises with Sino-foreign cooperation, and wholly foreign-owned enterprises have taken up the leading position of China’s toy industry Though China is a major toy manufacturing and export country, the domestic market almost has been taken up by foreign brands. Among the top ten toy brands in Chinese market, the top two are foreign ones, they are Lego and Mattel, and six out of those ten enterprises are foreign-owned subsidies in China. There are about 30,000 plus kinds of toys in China’s toy market. And they can be classified into electronic toys, machine model toys, plastic toys, wooden toys, etc. As people’s living standard and the awareness of the importance of early education improve day by day, according to relevant statistics, now the consumption groups of traditional toys, educational toys, and DIY toys each accounts for 55%, 25% and 20% respectively, besides, the market share of educational toys has increased from 10% of four years ago to 25% by far. The most important production and export bases of toys in China are concentrated in Guangdong, Jiangsu, Shanghai, Shandong, Zhejiang and Fujian, etc, in which, Guangdong and Fujian bases are specialized in electronic and plastic toys, Jiangsu and Shanghai are stuffed toys, and Zhejiang is wooden toys. In 2013, the output value of China’s toy industry was about CNY 130.764 billion, up 15.72% over last year, and the main business revenue was CNY 166.44 billion, with accumulative year-on-year rises of 14.3%.