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China is one of the world’s largest toy manufacturing and consumer markets. Industry estimates suggest China’s toy sector continues to expand on both exports and domestic demand (in 2023, toy exports were approximately USD 88.5 billion, and China accounted for around 70% of global toy production). With the rapid growth of collectible toys, IP-driven consumer products, and educational/interactive toys, the number of Chinese toy companies exceeding RMB 1 billion in annual revenue continues to increase in 2025.
How We Define the “Top 15 Toy Companies in China”
Before building the list, we set clear boundaries:
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Definition of “toy company.”
Included:
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Companies whose primary business is toy products (children’s toys, collectible toys, building blocks, traditional toys, etc.)
Excluded:
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Robotics/education-tech hardware companies, unless toy products are the company’s core revenue driver
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Qualification criteria (must meet at least one)
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Registered company or headquartered in China
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Or owns major toy manufacturing and sales operations in China
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Annual revenue ≥ RMB 1 billion (based on public disclosures where available, or industry-scale estimates)
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Listing status
Both listed and non-listed companies may be included. However, companies with more transparent financial disclosures are easier to verify.
Because authoritative “Top 15 Toy Companies in China” rankings are rarely released as a single official list, the selection here relies on segment leadership, export scale, brand impact, and industry consensus.
Top 10 Chinese Toy Companies (2025)
| Rank | Company | Type | Summary |
|---|---|---|---|
| 1 | Pop Mart International Group Limited 泡泡玛特国际集团有限公司 |
Collectible & Designer Toys | China’s top designer toy company with strong IP commercialization and global expansion. |
| 2 | Guangdong Alpha Animation and Culture Co., Ltd. 广东奥飞娱乐股份有限公司 |
Traditional Toys & Animation IP | A long-established toy and animation-IP group integrating animation content and toy merchandising. |
| 3 | Guangdong Loongon Animation & Toys Co., Ltd. 广东小白龙动漫文化股份有限公司 |
Blocks / ODM / Branded Toys | A leading manufacturer of block toys and children’s products with strong ODM and self-owned brands. |
| 4 | Guangdong Double Eagle Toys Co., Ltd. 广东双鹰玩具实业有限公司 |
RC Vehicles / Model Toys | A well-known Chinese RC vehicle and model toy manufacturer with strong global export channels. |
| 5 | Robotime Technology 杭州若态科技股份有限公司 |
DIY & Mechanical Model Kits | Known for original wooden DIY models and mechanical kits, popular in global retail markets. |
| 6 | Ausini Toys 汕头市澳斯尼玩具实业有限公司 |
Blocks & Educational Toys | A major block and educational toy manufacturer with steady export performance. |
| 7 | BonBao Toys
广东邦宝益智玩具股份有限公司 |
Blocks & IP Toys | A fast-growing Chinese block and toy-IP group with annual revenue exceeding RMB 2 billion. |
| 8 | Kayo Games International
广州卡游文化发展有限公司 |
Trading Cards & Licensed Toys | One of China’s largest card-game and licensed toy companies with revenue exceeding RMB 10 billion. |
| 9 | TOP TOY Global Limited 广州潮玩族科技有限公司 |
Collectible & Trendy Toys | A major trendy-toy brand rapidly expanding across China, with revenue estimated at beyond RMB 1 billion. |
| 10 | Rastar Group 广东星辉娱乐股份有限公司 |
RC Models & Licensed Toys | A long-established Chinese toy company specializing in licensed model cars, RC toys, and branded merchandise. |
Note: The companies listed below are not ranked in order of superiority. They are presented based on overall industry relevance, market presence, and publicly available revenue estimates.
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Pop Mart 泡泡玛特国际集团有限公司
Company overview:
Pop Mart is one of the most representative designer toy companies in China. It built its competitive edge around blind-box products and proprietary IP, with popular series such as Labubu, Molly, Skullpanda, and more. In 2024, the company reported approximately RMB 13.04 billion in revenue, increasing by over 106.9% year-on-year.
Business highlights:
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The blind-box model quickly captured Gen Z consumers and became a cultural consumption phenomenon
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Strong domestic popularity supported by global growth through direct stores and automated retail “robot” vending machines
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The company’s 2025 revenue target is widely expected to reach RMB 20–30 billion, with overseas revenue contribution rising rapidly
Key products: Labubu, Molly, Skullpanda, Crybaby, and other IP series
Core markets: domestic collectible toy consumers, international retail channels, IP licensing and merchandising
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Alpha Animation 广东奥飞娱乐股份有限公司
Company overview:
Alpha Animation is a leading traditional toy and animation-IP enterprise in China. Backed by years of IP accumulation (including well-known Chinese children’s animation titles), Alpha covers animation content, toy development, licensing, and related merchandising. Compared with pure manufacturers, Alpha’s “content-to-toy” linkage strategy is a major advantage.
Business highlights:
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Strong synergy between animation IP and toy sales, supporting long-term product demand
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Deep investment in IP creation, licensing, and the broader merchandising ecosystem
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Broad partnerships across offline retail channels and major e-commerce platforms
Key products: animation-derived figures, character toys, educational toys
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Guangdong Loongon 广东小白龙动漫文化股份有限公司
Company overview:
Guangdong Loongon is an important Chinese manufacturer in blocks and children’s toys. It combines self-owned brands with large-scale ODM capacity and has long focused on both exports and domestic distribution. Its scale and production capabilities place it among the leading players in its segment.
Business highlights:
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Strong design capability in block and construction toy products
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Dual-track model: ODM manufacturing alongside branded product development
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Export business continues to expand steadily
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Double E Toys 广东双鹰玩具实业有限公司
Company overview:
Double E Toys is a well-known Chinese manufacturer of RC vehicles and model toys. It has strong product competitiveness in RC cars, engineering vehicles, and off-road toy lines, and its products are popular in Europe and North America.
Business highlights
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Strong in-house R&D and product development
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Global export and distributor coverage across multiple regions
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Stable product quality and reliability, supporting long-term market demand
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Robotime Technology 杭州若态科技股份有限公司
Company overview:
Robotime focuses on wooden DIY kits, mechanical models, and creative assembly products for both teenagers and adult consumers. Its products are recognized for original design, structural complexity, and refined craftsmanship, with broad international consumer acceptance.
Business highlights:
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High-level originality and complex mechanical structures in DIY products
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Strong popularity in European and North American hobby/DIY markets
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Integrated capability across design, product engineering, and manufacturing
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Ausini Toys 汕头市澳斯尼玩具实业有限公司
Company overview:
Ausini is a key representative in China’s block-toy segment. Its portfolio includes children’s blocks and educational construction products, supported by a stable export-oriented business structure.
Business highlights:
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Deep focus on blocks and educational toys
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Broad product categories and consistent SKU output
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Stable performance across overseas export markets
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BanBao Toys 广东邦宝益智玩具股份有限公司
Company overview:
Chenghai (Shantou, Guangdong) is one of China’s largest toy industry clusters, with hundreds of scaled enterprises. This entry represents the billion-yuan-level leading enterprises in the cluster, spanning model toys, electronic toys, and traditional mechanical toy categories.
Business highlights:
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Highly complete supply chain and strong manufacturing depth
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Large-scale export capacity supporting global toy supply chains
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Cluster-based competitiveness through specialization and industrial concentration
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Kayo Games 广州卡游文化发展有限公司
Company overview:
Kayo Games International Ltd. is one of China’s largest companies in the trading-card and licensed toy category. The company focuses on card games, collectible merchandise, and authorized IP products. With strong distribution networks and extensive licensed content partnerships, Kayo has rapidly expanded in China’s youth entertainment and collectible market, reaching multi-billion-yuan scale.
Business highlights:
• Large portfolio of licensed IPs covering animation, card games, and youth culture
• Strong product lines across trading cards, collectible toys, and themed merchandise
• High penetration across offline retail, hobby stores, and e-commerce platforms
Core products: Trading card series, anime-licensed collectibles, themed merchandise
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TOP TOY 广州潮玩族科技有限公司
Company overview:
TOP TOY is one of China’s fastest-growing trendy-toy brands, operating under Guangzhou Chaowanzu Technology Co., Ltd. The company adopts a dual model combining “trendy-toy retail stores” with “self-developed IP products,” and has become a major player across shopping malls and online channels. Its product portfolio covers blind boxes, collectible figures, and original Chinese designer IPs.
Business highlights:
• Rapid nationwide expansion through trendy-toy retail stores and mall channels
• Strong in-house creative team developing original collectible toy IPs
• Annual revenue estimated to exceed RMB 1 billion, with growing brand influence
Core products: Blind boxes, original IP figures, themed trendy-toy series
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Rastar Group Co., Ltd. 广东星辉娱乐股份有限公司
Company overview:
Rastar Group Co., Ltd. is one of China’s most established toy manufacturers specializing in RC vehicles, licensed model cars, and mechanical toys. The company owns long-term licensing agreements with major international automotive brands and exports to global markets. With consistent production strength, Rastar maintains a prominent position in China’s mid-to-high-end model-toy segment.
Business highlights:
• Leading expertise in RC vehicles and licensed automotive model toys
• Long-term partnerships with major global car brands for licensed products
• Strong export channels covering Europe, Southeast Asia, and North America
Core products: RC cars, licensed die-cast model cars, mechanical toys
Top 5 Foreign Toy Companies in China (2025)
| Rank | Company | Type | Summary |
|---|---|---|---|
| 1 | LEGO Group 乐高品牌零售（上海）有限公司 / 乐高玩具（嘉兴）有限公司 |
Global Toy Brand | A leading international toy company operating retail and manufacturing entities in China, including a major global production hub in Jiaxing. |
| 2 | Mattel, Inc. 美泰玩具技术咨询（深圳）有限公司 / 美泰玩具香港有限公司上海分公司 |
Global Toy Brand | The owner of Barbie, Hot Wheels, and Fisher-Price, with localized operations in China across brand development, licensing, and regional retail partnerships. |
| 3 | Hasbro, Inc. 孩之宝商贸（中国）有限公司 / 孩之宝消费品（深圳）有限公司 |
Global Toy & Entertainment Brand | A global leader in branded play, managing major IPs such as Transformers, Nerf, and My Little Pony, with active licensing and consumer product operations in China. |
| 4 | Takara Tomy 多美玩具贸易（上海）有限公司 / 多美（深圳）设计开发有限公司 |
Japanese Toy Brand | Known for Tomica, Plarail, and Beyblade, with distribution, market localization, and product development teams operating in China. |
| 5 | Bandai Namco 万代（上海）贸易有限公司 / 万代南梦宫（广州）文化有限公司 |
Japanese Toy & IP Brand | A major Japanese entertainment and toy group with strong presence in China, supported by popular IPs including Gundam, Ultraman, and Tamagotchi. |
Note: The companies listed below are not ranked in order of superiority. They are presented based on overall industry relevance, market presence, and publicly available revenue estimates.
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LEGO Group 乐高品牌零售（上海）有限公司/乐高玩具（嘉兴）有限公司
Chinese entity: LEGO Brand Retail (Shanghai) Co., Ltd. / LEGO Manufacturing (Jiaxing) Co., Ltd.
Company overview:
LEGO Group is one of the most influential toy brands worldwide, operating retail, brand management, and manufacturing entities in China. The company runs an extensive retail network across major Chinese cities and maintains one of its global manufacturing hubs in Jiaxing, supporting both domestic and international supply chains.
Business highlights:
• Strong presence in premium retail channels across China
• Global manufacturing base in Jiaxing with advanced production capabilities
• Extensive licensing, education collaborations, and LEGO Discovery Centers in major cities
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Mattel, Inc. 美泰玩具技术咨询（深圳）有限公司/美泰玩具香港有限公司上海分公司
Chinese entity: Mattel Toys Technical Consulting (Shenzhen) Co., Ltd. / Mattel Toys Hong Kong Ltd. Shanghai Branch
Company overview:
Mattel is a leading global toy company known for brands such as Barbie, Hot Wheels, and Fisher-Price. Its China operations focus on product localization, brand development, licensing, and strategic retail partnerships. Mattel maintains offices and development centers to coordinate regional marketing and business expansion.
Business highlights:
• Strong localization and IP adaptation for the Chinese market
• Multiple international blockbuster brands with stable retail performance
• Deep partnerships with distribution networks, malls, and e-commerce platforms
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Hasbro, Inc. 孩之宝商贸（中国）有限公司/孩之宝消费品（深圳）有限公司
Chinese entity: Hasbro Trading (China) Co., Ltd. / Hasbro Consumer Products (Shenzhen) Co., Ltd.
Company overview:
Hasbro is a global leader in entertainment and branded play. Its China business includes sales, licensing, and consumer product development across key categories such as Transformers, Nerf, My Little Pony, and Monopoly. The company also collaborates with local partners to integrate toys with digital entertainment ecosystems.
Business highlights:
• Strong brand influence with IPs familiar to Chinese consumers
• Expanded product lines across toys, games, and entertainment merchandise
• Strategic collaborations with Chinese retailers, theme parks, and content partners
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Takara Tomy 多美玩具贸易（上海）有限公司/多美（深圳）设计开发有限公司
Chinese entity: TOMY Toys Trading (Shanghai) Co., Ltd. / TOMY (Shenzhen) Design & Development Co., Ltd.
Company overview:
Takara Tomy is a major Japanese toy brand recognized for Tomica, Plarail, Transformers (co-developed), and Beyblade. Its China operations involve product distribution, design adaptation, and brand expansion through retail and e-commerce. The company is well positioned in categories such as die-cast vehicles and train systems.
Business highlights:
• Strong market performance in die-cast cars, model trains, and battle toys
• Product lines widely distributed across China’s shopping malls and toy retailers
• Localized brand development with strong anime and entertainment tie-ins
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Bandai Namco 万代（上海）贸易有限公司/万代南梦宫（广州）文化有限公司
Chinese entity: Bandai (Shanghai) Co., Ltd. / Bandai Namco (Guangzhou) Cultural Co., Ltd.
Company overview:
Bandai Namco, a leading Japanese entertainment and toy group, has long established business operations in China involving toy distribution, IP licensing, and anime-related merchandise. Its core brands such as Gundam, Tamagotchi, and Ultraman enjoy strong popularity across the Chinese consumer market.
Business highlights:
• Robust IP-driven toy ecosystem supported by major Japanese anime franchises
• Large presence in model kits, collectible figures, and licensed character toys
• Strong retail and community engagement, including Gundam Base China and event activities
Conclusion:
Across China’s diverse toy ecosystem, these ten enterprises illustrate how the industry is shifting toward stronger branding, higher-value product design, and broader international reach. Whether driven by original IP creation, large-scale manufacturing capability, or fast-growing retail channels, each company reflects a different facet of China’s evolving toy economy.
As the global demand for collectible toys, educational products, and creative play experiences continues to expand, China’s leading toy manufacturers are positioned to play an increasingly influential role in shaping the future of the international toy market.
