China Yiwu and Shantou Toys Markets: 2025 Guide

China’s toy industry is in the middle of a generational shift. On one hand, the Yiwu International Trade City – often called the world’s largest small-commodities market – sprawls over 5.5 million m² with more than 75,000 booths. On the other, Shantou’s Chenghai district has evolved from a small plastic-toy base into an innovation-driven manufacturing powerhouse that produces six out of every ten toys sold in China. In 2024, China’s traditional toy market reached ¥77.4 billion and the designer-toy segment surged 26% to ¥72.7 billion, highlighting the country’s massive and diversified toy ecosystem.

With global buyers increasingly ordering remotely and regulations tightening, sourcing toys in 2025 requires informed decisions. This guide compares the Yiwu and Shantou toy markets, explains how a Yiwu Market agent or China buying agent can help you navigate them, and offers actionable tips on buying, logistics and trends.

EJET Procurement

EJET Procurement is a dedicated Yiwu Market agent helping global buyers source fast, safely, and cost-effectively from the world’s largest wholesale hub. With an on-the-ground team in Yiwu International Trade City, we navigate 75,000+ booths to match you with reliable factories and stalls, verify licenses, benchmark prices, and negotiate favorable MOQs and lead times. From product discovery and sampling to factory audits and AQL-based inspections, we handle the details so you can launch with confidence.

Beyond sourcing, EJET Procurement provides end-to-end execution: brand/packaging development, private labeling, order consolidation, and door-to-door logistics (sea/air, customs, documentation). Our bilingual specialists streamline communication, prevent misunderstandings, and keep projects on schedule. If you need a trusted Yiwu Market agent to turn ideas into finished goods—on spec, on time, and on budget—EJET Procurement is your local partner in China.

Overview of China’s Toy Industry in 2025

Market Size and Export Dynamics

Dominant production base: China manufactures about 70% of the world’s toys, with major hubs like Yiwu, Shantou, Dongguan and Guangzhou. The Chenghai district of Shantou alone accounts for roughly six out of every ten toys produced in China. It boasts more than 42,300 toy-related businesses and 125,000 employees.

Growing value: According to the Guangdong Toy Association, China’s traditional toy market reached ¥77.4 billion in 2024, growing 4.6%, while the designer-toy segment surged to ¥72.7 billion, up 26%. The shift toward original intellectual-property (IP) toys – blind boxes, collectibles and anime-inspired figurines – is changing how manufacturers operate.

Innovation and exports: Chenghai produces over 300,000 new toy models each year and exports its products to more than 140 countries. Data from the local bureau of commerce show that Chenghai’s exports of toys and gifts grew 33% year-on-year to ¥14 billion.

Branding focus: A 2025 report found that 65.5% of Chinese toy exports in 2024 were sold under independent brands, indicating a pivot from OEM to branded production. The U.S. still buys about US $10.5 billion (≈26.5%) of China’s toy exports, but Chinese manufacturers are exploring new markets in Southeast Asia, South Asia, the Middle East and Latin America.

Regulation and Safety

China’s General Administration of Customs has tightened quality inspections and material-safety certifications. Buyers must ensure suppliers comply with EN-71, ASTM F963 and other international standards. Working with a China buying agent familiar with compliance can reduce risks and delays during customs clearance.

Yiwu International Trade City – A Global Playground for Toy Buyers

Scale, Layout and Product Range

World’s largest small-commodities market: The Yiwu International Trade City (also called Yiwu Market) covers about 5.5 million m² and hosts over 75,000 stores. Its sheer size and product variety make it a one-stop hub for small commodities ranging from toys and stationery to fashion accessories and hardware.

District-by-district organization: The market has five districts. District 1, opened in 2002, spans 340,000 m² and holds over 8,000 booths, mainly selling toys, plush and inflatable items, accessories, porcelain and festival crafts. Floors are organized by product type: toys and flowers on the first floor, household and craft items on higher floors, with services like banks, post offices and logistics inside the complex. Around 70% of District 1’s products are exported.

Extensive variety: Beyond District 1, Districts 2–5 host items like bags, hardware, kitchenware, textiles, electronics, imported goods and e-commerce services. This organization allows buyers to source toys and complementary products in one trip.

Advantages of Sourcing Toys in Yiwu

The Yiwu Toys Wholesale Market inside District 1 is considered China’s biggest toy market. An August 2025 report notes that the market has more than 2,000 trusted toy suppliers. Key advantages include:

• Extensive variety and choice – You can source classic plush toys, educational puzzles, STEM kits or trendy collectibles under one roof.
• Direct factory purchases and better pricing – Many booths are operated by manufacturers, so buying through a Yiwu Market agent allows you to negotiate factory-level prices without multiple middlemen.
• Smooth export processes – Yiwu’s export services (customs declaration, logistics, shipping) are streamlined for international trade, and many vendors offer flexible minimum order quantities.
• Trend-responsive products – Suppliers frequently update designs, enabling buyers to stay ahead of market trends.

Travel and Logistics

Getting to Yiwu is convenient. The city has Yiwu Airport with domestic flights, and high-speed trains from Shanghai or Hangzhou reach Yiwu in a few hours. Once you arrive, taxis and public buses connect the train station to the market, and a 1-on-1 Yiwu Market Guide Service can simplify navigation. For buyers shipping large volumes, Yiwu’s logistics companies consolidate goods from multiple suppliers, handle export documentation and arrange sea or air freight.

The Role of a Yiwu Market Agent

Sourcing in Yiwu can be overwhelming for first-time visitors. A Yiwu Market agent is a local sourcing professional who:

• Pre-selects suppliers – Agents identify reliable manufacturers before you arrive, saving time and avoiding scams.
• Negotiates pricing and terms – With native Mandarin skills and cultural understanding, agents negotiate prices and minimum order quantities on your behalf.
• Quality control (QC) – They inspect samples and production batches to ensure toys meet your specifications and regulatory standards.
• Consolidates orders – Agents combine goods from multiple booths into one shipment, handle customs declarations and arrange freight.
• After-sales support – Many agents help with warranty claims, re-orders and product improvements.

Working with a trusted agent from a reputable company can reduce stress, improve product quality and protect your investment. You can learn more about their Yiwu Market Guide or request a free quote to see how their services compare.

Shantou (Chenghai) Toys Market – Manufacturing Powerhouse

Profile of Chenghai

Chenghai, a district of Shantou in Guangdong province, is widely known as China’s toy and gift capital. Its toy industry began in the 1980s with small plastic factories and has since developed into a massive industrial belt. Chenghai produces six out of every ten toys in China. The district houses 42,300 toy businesses, employs over 125,000 people, and has an annual output exceeding ¥50 billion. In 2024 its toy and gift exports grew 33% to ¥14 billion.

The region accounts for about 50% of China’s plastic toy capacity and around 33% of the world’s total, producing over 300,000 new toy models each year. Products from Chenghai are exported to more than 140 countries and regions.

What Makes Shantou Unique?

• Specialization in electronic and remote-controlled toys: Chenghai’s factories excel at producing high-tech toys such as RC cars, drones, robots and interactive learning devices.
• OEM and ODM services: Many suppliers offer original equipment manufacturing (OEM) and original design manufacturing (ODM); this means buyers can customise designs, packaging and branding.
• Rapid innovation: Shantou suppliers frequently introduce cutting-edge products. The market is known for flexible customisation and new product launches, keeping pace with global trends.
• Large-scale production: Factories can handle bulk orders efficiently. This is ideal for importers who need consistent supply at competitive costs.

Main Market Areas

Travel and Access

Reaching Shantou is straightforward: Jieyang Chaoshan International Airport offers direct flights to major Chinese cities and some international hubs, while the Shantou Railway Station links to China’s high-speed rail network. Once in Shantou, public buses, taxis or car rentals connect you to the Chenghai district. For local buyers, flying into Jieyang airport or using the high-speed rail system is recommended.

Why Work with a China Buying Agent in Shantou?

Ordering directly from Chenghai factories offers unparalleled scale, but language barriers, quality issues and cultural differences can create complications. A China buying agent provides:

• Factory identification and due diligence – Agents verify manufacturers’ capabilities, certifications and safety compliance.
• Product development support – For customized toys or private-label brands, agents coordinate design, mould creation, sample approval and mass production.
• Negotiation power – Agents understand local pricing structures and can negotiate favourable payment terms and lower MOQs.
• Quality inspections – They arrange pre-production, in-line and final inspections to ensure defect-free shipments.
• Shipping consolidation – For buyers sourcing from multiple factories, agents combine shipments and manage customs and documentation.

A professional China buying service helps clients develop private-label toys with professional branding, bridging cultural gaps and ensuring all safety and testing requirements are met.

Comparing Yiwu and Shantou Markets

Tips for Buying Toys in 2025

• Define your needs and compliance requirements – Determine whether you need ready-made toys, OEM/ODM production, or designer collectibles. Check that products comply with EU/US safety standards.
• Plan your visit – For Yiwu, allocate at least three days to explore District 1 and other relevant districts. Use a Yiwu Market agent to pre-identify booths and schedule meetings. For Shantou, book factory tours in advance; the assistance of a China buying agent can secure appointments and translators.
• Sample and test – Order samples, verify materials and perform necessary safety tests before confirming mass production.
• Negotiate and protect your IP – In Chenghai, many factories offer design services. Have clear agreements on ownership of moulds and designs, and register trademarks in China. Use bilingual contracts drafted by professionals.
• Consolidate shipments – To reduce shipping costs, consolidate goods from multiple suppliers into a single container. Agents can manage warehousing and arrange full-container-load (FCL) or less-than-container-load (LCL) shipments.
• Monitor trends – Trendy toys, especially blind boxes and designer figurines, drive high margins. Keep an eye on Chinese IPs like Pop Mart’s characters and new releases. Also track sustainability trends (recycled plastics, wooden toys) and emerging AI-enabled smart toys.

Conclusion

China’s toy industry remains unmatched in scale and diversity. Yiwu offers a vast marketplace where buyers can source almost any toy at competitive prices; its 75,000-plus booths and export-friendly infrastructure make it the world’s largest small-commodities hub. Shantou (Chenghai), meanwhile, is the engine room of China’s toy manufacturing, producing six of every ten toys sold domestically and boasting an annual output exceeding ¥50 billion.

By leveraging a knowledgeable Yiwu Market agent or China buying agent, importers can navigate these markets confidently, ensure quality, negotiate fair prices and secure timely shipments. As consumer preferences shift towards designer toys and branded IPs, sourcing strategies must adapt—balancing cost efficiency with innovation and brand differentiation. Whether you’re a seasoned importer or a newcomer, 2025 offers abundant opportunities for those willing to explore China’s dynamic toy hubs.