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Designer toys from China take the world by storm

Release Time：

2025-06-25

　　"Chao wan," short for "designer toys" in Chinese, refers to a category of collectible toys that includes figurines, plush toys, action figures, and more. Typically created by designers and artists, designer toys are centered around IP characters and known for their unique styles, emotional resonance, and high collectible value.

　　As Generation Z emerges as a major consumer force, Chinese designer toy brands have taken the global market by storm. With rich original IPs, creative user interaction, and localized overseas strategies, these brands are reshaping global consumer culture. But what exactly makes Chinese designer toys so appealing worldwide? And what role does intellectual property (IP) play in their international rise? Through dialogues with industry representatives and IP experts, the Bilingual Weekly examines how Chinese designer toy brands are making waves internationally.

　　52TOYS held the first anniversary celebration of its first flagship store in Thailand on December 1, 2024.

　　POP MART's pop- up store themed "THE MONSTERS Wacky Mart" was showcased recently in Beijing.

　　Why are Chinese designer toys going global?

　　From the quirky-cute LABUBU dolls to the limited-edition Panda Roll figures in traditional Thai clothing, Chinese original IPs are emerging rapidly as a new calling card for Chinese culture on the global stage.

　　What do these breakout hits have in common? "The combination of a distinct visual identity and artistic style is the key to success," said Ruan Kaixin, Director of the International Intellectual Property Teaching and Research Center at East China University of Political Science and Law. Ruan cited LABUBU as an example, noting that it blends elements of Nordic fairy tales with a dark twist to create a highly distinctive aesthetic that appeals to Generation Z's pursuit of uniqueness and individuality. "Beyond appearance, these toy IPs are emotionally charged and narrative-driven. They allow consumers to form emotional bonds during the collecting process, meeting the emotional needs of diverse groups," Ruan added.

　　Transforming from importers to originators, Chinese brands have been doubling down on developing their own IPs. One of the leading players, 52TOYS, has expanded its footprint to markets including North America, Japan, and Southeast Asia. "We operate on a dual-engine model—original IP plus licensed IP. While nurturing our own IPs, we have also licensed internationally known franchises to quickly boost brand recognition overseas. We now manage more than 100 original and licensed IPs," said an executive at 52TOYS. The company has built a relatively solid IP protection system for its original IPs and related products. Taking its sci-fi IP "BEASTBOX" as an example, the company has filed patent applications for over a hundred toy products in the series and registered copyrights for its IP-related novels and comics, providing multi-dimensional protection for its original creations.

　　How do designer toy companies protect their creations?

　　From subtle copycat designs, to unclear IP licensing terms and even malicious trademark squatting, global designer toy companies face a range of IP risks across the entire supply chain. For Chinese companies, how to protect their IP achievements has become a vital question they must answer as they accelerate their expansion into the global market.

　　"Copycat manufacturers directly imitate the mature designs of genuine designer toys, and seize the market with low prices, saving creativity and marketing costs. This free-riding behavior may seriously influence the market competition order," said Guo Guozhong, Person-in-charge of Hongqiao office at Shanghai Duan and Duan Law Firm. In the long run, he warned, the rampant proliferation of counterfeit products may plunge the industry into a vicious cycle of copying, low-price competition and lack of innovation, severely undermining the international credibility of Chinese designer toy brands. This will hinder their global expansion, premium upgrades, and value enhancement, ultimately trapping the designer toy market in a quagmire of homogenization and declining quality.

　　According to Guo, Chinese designer toy companies should build a full-chain IP protection system that includes preventive measures, real-time monitoring, and legal enforcement. "If infringement is detected, companies can file administrative complaints, report to e-commerce platforms, or pursue civil litigation. In serious cases involving suspected criminal conduct, they can file reports with public security agencies," he said.

　　In the process of "going global," Chinese designer toy companies also face another challenge of adapting to vastly different IP legal frameworks across countries and regions. Ruan recommended that when Chinese companies encounter IP disputes overseas, they should actively leverage multiple channels to protect their rights, entrust experienced legal teams to develop effective strategies, and utilize resources from industry associations and trade alliances to jointly address the disputes.

　　How can designer toy IPs endure?

　　The total market value of China's designer toy sector is expected to reach 110.1 billion yuan by 2026, according to a report on the development of Chinese designer toy and animation industry in 2024 published by the National Academy of Economic Strategy, Chinese Academy of Social Sciences and the China Animation Association. Faced with such a vast new frontier, how can Chinese brands avoid being a mere flash in the pan and build lasting global relevance?

　　"The evolution from 'fast-rising' to 'long-lasting' of original designer toy IPs is essentially a shift from product competitiveness to content innovation and brand strength," said Ruan. He suggested that brands keep their IP attractive through continuous content updates and close collaboration with original designers, and develop unique cultural narratives and visual styles to build a cohesive IP universe. At the same time, brands can cultivate vibrant fan communities through mechanisms like membership reward programs or offline fan events, further strengthening their global presence.

　　Healthy industry development relies heavily on robust IP protection. "In terms of preventing infringement and responding to copycats, we have established a professional legal team responsible for the protection and monitoring of our original IPs. We have adopted a 'zero-tolerance' policy toward any infringement and have taken swift action through legal letters, administrative complaints, litigation, and other means," said an executive at 52TOYS. The company will leverage its extensive experience in IP and product design, supply chain management, channel development, and marketing to bring its IPs to life through high-quality products, and promote products through appropriate channels, delivering Chinese creativity to more users around the world.

　　As this borderless trend continues to rise, we look forward to seeing more Chinese designer toy brands shine on the global stage, telling ever more compelling stories of innovation to the world.

　　Please scan the QR code to read the Chinese version.

　　Chief Planner:Zeng Yanni

　　Coordinator:Cai Guangning

　　Writers:Guo Siyuan/Xue Peiwen/Tian Yihui

　　Translators:Xue Peiwen/Guo Siyuan/Tian Yihui

　　Designer:Wang Zhenjie

　　Photographer:Liu Shuyan

　　Supporter:Tong Xiaozuo