We love toys, and we also like to find, recommend, and buy toys. This will not conflict with our daily popular science, and it will be far more fun and more reassuring than writing a fool's formula advertising soft copy, making money, or selling baby diapers. A sense of accomplishment. Because toys only bring happiness, knowledge and parenting time to people around us.

I asked for leave for two days last week in order to visit the Shanghai Toy Fair with peace of mind. After all, 155,000 square meters of exhibition hall, more than 1,700 booths, and 2-3 days of time, it is very challenging to finish all booths. Thank you for caring about our friends in the background. We haven't been banned. You haven't been black. :P

"Fortunately," the difficulty of visiting the China Toy Fair is not as high as that of other overseas toy shows. For example, most of the exhibition halls last year were spectacular scenes of magnetism, and they can be ignored. Even so, looking for a bright new product in thousands of booths is still cramping.

Let's start with an overall introduction to the impression that this toy show left us, and then introduce the toys that we look at:


Experience


01 High Quality Made in China Toys


Judging from the circumstances of the exhibition, most toys, whether domestic or international, are branded in China. Moreover, it has been difficult to distinguish the quality of products from the place of production. The difference between brands, the emphasis on quality control, and the choice of certification system, these are important indicators to measure the quality of a toy.

In terms of product quality, China lags behind standards and regulations rather than the level of production. Whether in Europe, the United States, or Japan, the local toy stores that we visit are mainly Chinese-made toys. However, strict admission standards and good quality inspection management of Chinese-made toys are of course not the same as those sold in our roadside stalls or in the free market. What we must pay more attention to is to purchase from qualified and credible channels, rather than deliberately pursuing domestic or importation.


Most of the exquisite toys brought by the international big names also read Made in China.



02 IP Image Authorization Toys Become Mainstream



Compared with the previous China Toys Fair, a very obvious feature of this year is that the proportion of products authorized by the image has increased a lot. At the same time as the toy exhibition held in the same year, the booth area was 1.5 times that of last year. What is gratifying is that the core of the copyright industry is still high-quality content. The images of wolves, bears and pigs that are hated by parents are not as old as anime images or new in recent years. The rise of super Pan Xia, submarine small columns and other cooperation, the introduction of copyright, or even better than some Internet original content.


It may be the next copyright hotspot for new 3D images.


From the perspective of toy fairs, more and more toys use well-known anime images. For example, the Japanese version of Disney's Japanese version of the Q game image, Tsum Tsum, which was filled with valleys at the last Tokyo Toys Fair, has also begun to enter China. At the China Toys Fair, there are three domestic and foreign brands, all exhibiting their own Tsum Tsum products.



What will happen to Tsum Tsum Jenga, which allows numerous overseas collections to fail?

Another change is that domestic brands have begun to value IP and have purchased and used well-known image copyrights. However, not all images are born with the game and entertainment nature of Tsum Tsum. The combination of many domestic toys and copyrights is still at the simple stage of “layering”, and how to tap the true value of copyright still needs to continue learning with foreign counterparts.



03 Clenching International Brands Entering the Chinese Market



With the increase of purchasing power of Chinese people, China has become the most important toy market in the world. Entering the Chinese market and meeting the needs of Chinese families with reasonable prices has become the established strategy of most international toy brands.

The important reason why many brands have refused to enter the Chinese market in the past was the fear of being copied and counterfeited quickly. However, it is ironic that these brands that refuse to enter China or do not attach importance to the Chinese market are often the hard-hit areas counterfeited by domestic manufacturers. If you enter China, you will need to tear off the fakes every day. However, if you do not enter China, you will be able to let your imitation products become bigger, and you will even surpass genuine ones.


This year, Magformers finally put on a prominent booth, but in the face of the magnetic plate market that has been divided from the high end to the end, how will it play the original brand?



On the one hand, Hape, a luxurious bathing center every year, and the shabby HABA booth, which only makes money for early education, do not blame Chinese parents for not knowing who is right.




04 China Design = Counterfeit Goods? Still our short board



This is the sad reality that we have to face: After all, there are a handful of people who can rely on plagiarism and counterfeiting to achieve industry ambitions. There are not many Chinese companies that have seriously designed and produced. Most domestic toy companies still live at a very low level. Fakes do the ecology of low prices.

Although some quality control of low-priced imitation products is also good, but after all, this is not the top thing. In the toy fair, you can also see various or exquisite, or forthright counterfeit brands, but can only secretly squeezed in the next few exhibition halls, and separated from the authentic far-away regions. This may also be a status quo in the domestic toy industry: Chinese design has a long way to go before it is respected.


You can see all kinds of non-transformers that do transformers like Transformers.

Unlike last year's magneto film in one of the halls, this year's signs are Lego replicas, from the young age of the Depot series, to standard blocks, to miniblocks resembling nanoblocks, as if to enter the Toy Museum. It was just that everybody couldn't help but steal the image of someone else's copyright. The winner was awarded to the following Lego replica of the Star Wars White Legion on the Avengers air carrier Helicarrier. That is, do you want to copy more copies?



product


The exhibition experience was reported to everyone, and here are some of the toys that gave us a good impression at the show. See if you like it.


Various Toy track trains that Takara and Disney cooperated with, Pooh, Nemo, Mickey Mouse, Hudie...

At the meeting, I saw several good young toy brands with excellent quality designs.



The old friend think tank brings eye-catching new products and has the opportunity to have a group once.



Super Pan Man's AR map, take the corresponding landmarks or characters, you can see the corresponding animation, there is only the original Korean version.



PlanToys's wooden toy texture is always admirable. Compared to its thousand-dollar children's table, these cute bath toys and shower bowls are more personal.



Plastic paint the farm, first use the mold to make small animals, and then painted into their favorite color patterns.



Let the baby sitting in the safety seat drive with the parents and make it easier for parents and children to travel.



Next year's Mi Gao backpack + scooters combination, upgrades for the travel weapon, we are ready to save money.




Jacks' children's woodworking suit uses foam to simulate wood, children's saws, hammers, and screws to cut and reassemble.



This is a HABA children's carpentry set with live ammunition. Have you trained German craftsmen since childhood?




Mario RC car that can change into drift mode.



Wabafun's new dynamic sand, in addition to its enhanced plasticity, can finally be protected from wet weather.



Takara Tomy’s Toy Story grabs a doll machine and catches the stars.



Hex family's various insects are like to want to open a group, but unfortunately only allow entities to sell.



Packed away, the portable toy storage bag spread out, there are a variety of different designs.


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