Toy-hungry US market boosts exports

China's toy exports extended their recovery in May, with shipments rising for a second consecutive month as demand from the United States rebounded sharply, said the China Toy and Juvenile Products' Industry Report.

Exports of toys — excluding video games — totaled $2.81 billion in May, up 9.3 percent from April, adding about $240 million in value. While exports remained 7 percent below the level recorded a year earlier, the year-on-year decline narrowed by 5.3 percentage points for a second straight month, suggesting external demand is stabilizing.

The US emerged as the primary driver of the recovery. Exports to the market surged 64.9 percent from a year earlier to $740 million, accounting for 25.4 percent of China's total toy exports.

The increase added about $290 million in export value, making the US the largest contributor to overall growth.

Other major markets also recorded sequential gains. Exports to the European Union rose 6.9 percent from April to $440 million, representing 15.7 percent of total shipments. Exports to Southeast Asia climbed 19.9 percent to $390 million, while shipments to Latin America increased 10.5 percent to $280 million.

Among the top 10 export destinations, seven posted month-on-month growth in May. Singapore recorded the strongest increase, with exports jumping 77.1 percent, followed by the United Kingdom, where shipments rose 33.9 percent. Exports to the US increased 13.5 percent from April.

By product category, three segments posted double-digit monthly growth. Dolls led with a 24.6 percent increase, while educational and learning-focused toys rose 11 percent, reaching $350 million in exports. The latter category also recorded the strongest year-on-year growth at 7.3 percent, making it the largest contributor to incremental export value. Exports of other toys and models with locomotion devices advanced 10 percent.

The 2026 FIFA World Cup also created new opportunities for Chinese toymakers and intellectual property owners to expand their international presence through licensing partnerships.

Unlike previous tournaments, where Chinese companies primarily participated as advertisers or sponsors, this year's event has seen brands pursue broader commercialization strategies, including official FIFA licensing agreements and collaborations tied to national teams and tournament-related marketing campaigns.

One of the highest-profile examples is Pop Mart's flagship IP — The Monsters' Labubu — which became the first Chinese original designer toy IP to appear at a FIFA World Cup opening ceremony.

Two Labubu figures wearing national team jerseys appeared during the opening festivities in Mexico City.

The World Cup partnership builds on a series of FIFA collaborations launched earlier this year. In April, Pop Mart introduced The Monsters X FIFA collectible series under an official licensing agreement. In May, Labubu also appeared in the music video for the tournament's official song, becoming the first designer toy IP featured in an official FIFA World Cup music production.

The collaboration indicates how Chinese collectible toy brands are increasingly using globally recognized sports properties to expand the international reach of homegrown IP, particularly among younger consumers.