TOP TOY: The Chinese Trendy Toy Brand Taking on the World

Okay, folks, buckle up, because we’re about to dive into the fascinating world of Chinese trendy toys – or “潮玩” (cháowán) as they say over here. If you thought “Made in China” just meant cheap plastic stuff, think again. There’s a revolution brewing in the toy industry, and it’s coming straight out of the Middle Kingdom.

For years, when we thought of toys, maybe LEGOs from Denmark, Barbies from the US, or those super-pricey Japanese anime figures came to mind. But hold up, because there’s a new player in the game, and they’re not just playing – they’re dominating. Enter TOP TOY, a Chinese brand that’s not just making toys; they’re crafting cultural experiences and, dare I say, sparking a global toy craze.

You might be scratching your head, “TOP TOY? Never heard of ‘em.” Well, that’s about to change. This isn’t your grandma’s toy store. We’re talking about a brand that’s only been around for about four years, but in that short time, they’ve exploded onto the scene, becoming a major force in the Chinese trendy toy market and now setting their sights on the world.

And get this – their recent Chinese New Year performance was absolutely bonkers. Sales shot up by over 60% compared to last year! Sixty percent! In today’s retail world, that’s not just good, that’s “holy moly” territory. And it’s not just domestic sales booming; their international ventures are also crushing it. This isn’t just about numbers; it’s a sign that Chinese trendy toys are transitioning from a local phenomenon to a serious global contender. TOP TOY isn’t just selling toys; they’re exporting Chinese cool. According to a report from winshang.com, their recent Chinese New Year performance was absolutely bonkers.

To understand how TOP TOY pulled this off, we gotta rewind a bit and look at where they came from. Think of Miniso (名创优品). You know, those stores that seem to be everywhere, selling everything from phone chargers to makeup for, like, five bucks? Yeah, that’s the parent company. The mastermind behind Miniso, Ye Guofu (叶国富), is the same guy behind TOP TOY. He’s like the Elon Musk of budget retail, but now he’s setting his sights on the trendy toy market.

Miniso made its name by being the king of affordable, everyday goods. But Ye Guofu saw a different kind of goldmine – the booming trendy toy market. In December 2020, right around when Pop Mart (泡泡玛特), the reigning king of Chinese blind box toys, went public in Hong Kong and hit a crazy market cap, TOP TOY opened its first store in Guangzhou. Some folks initially dismissed it as just a “Miniso pop-up shop for toys.” But boy, were they wrong.

Fast forward to today, and TOP TOY is no longer just a side project of Miniso. It’s a standalone force. In fact, there’s serious buzz, as reported by kejitou Tiao, that Ye Guofu is planning to spin off TOP TOY and list it on the Hong Kong Stock Exchange – talk about an upgrade from the “ten-yuan store” image! This isn’t just about making money, it’s about shedding the “cheap and cheerful”of Miniso and stepping into the spotlight as a serious, high-growth trendy toy brand. It’s like going from driving a reliable sedan to suddenly piloting a rocket ship.

So, what’s their secret sauce? Let’s break it down.

First off, products. TOP TOY isn’t just slapping logos on generic toys. They’re focusing on “self-developed + IP innovation.” Think of it as a two-pronged attack. They create their own original toy lines, but they also team up with major global IPs to create licensed merchandise. This is smart because it gives them both originality and brand recognition.

For the Chinese New Year, they launched a bunch of products with a festive twist. Take the “Little Bear Bug – Innate Saint Body (小熊虫先天圣体)” building block blind boxes and the “Mechanical Creation Series – Azure Soul Serpent (机械造物系列-青魂灵蛇)” building blocks. “Little Bear Bug” is a super popular IP they’ve got, loved by everyone from kids to young adults. It’s got that “family-friendly” vibe that’s perfect for holiday gifting. The “Innate Saint Body” series is all about New Year blessings, tapping into that whole “ritualistic socializing” thing that’s big during Chinese holidays – you know, giving gifts that show you care and wish someone well.

And the “Azure Soul Serpent”? That’s a clever take on the snake zodiac sign for the Year of the Snake in the Chinese lunar calendar. They used building blocks to reimagine the snake in a cool, artistic way, which really got collectors hyped up. People were actually lining up to snag these things! That’s how you build brand loyalty and get into those coveted “toy circles.”

Then there’s the “Great Power Heavy Equipment (大国重器)” series building block sets, featuring stuff like the C919 airplane and the “Harmony” high-speed train. These aren’t just toys; they’re like national pride in brick form. They tap into that sense of “China is awesome” that’s been growing here, making them a hit for families looking for toys that are both fun and culturally meaningful. This “China brick” concept is really interesting – TOP TOY is creating toys that resonate with Chinese families and their modern lives. And it’s working. These product lines, like “Little Bear Bug,” “Azure Soul Serpent,” and “Great Power Heavy Equipment,” became absolute bestsellers during the Chinese New Year, selling over 100,000 units! That’s a whole lotta bricks.

But it’s not just building blocks. TOP TOY’s vinyl and plush toy lines are also killing it. The Sanrio Family vinyl plush blind box series is a prime example. Sanrio, home of Hello Kitty and all those kawaii characters, is huge in China. TOP TOY took these super-cute IPs and turned them into soft, textured vinyl plush toys. It’s like a huggable, collectible version of cuteness overload. They’re breaking away from those basic, boring plush toys and making something way more appealing.

The first series in this line, “Latte Baby (拿铁宝宝),” sold over 500,000 units in just six months across all sales channels. Seriously, half a million! And the follow-up, “Elf Rabbit Baby (精灵兔宝宝),” launched in January, stepped right into the bestseller spot, selling almost 20,000 units during the Chinese New Year alone. These aren’t just toys; they’re emotional comfort objects, little bundles of joy that families are using to connect and show love, especially during holidays.

By focusing on innovative designs and quality materials, TOP TOY is making its products stand out. They’re successfully reinventing classic IPs and turning what used to be just “collectibles” into everyday “lifestyle products.” This shift is a big deal. During the 2025 Chinese New Year, self-developed products saw a huge sales jump, proving that TOP TOY’s long-term strategy is paying off. They’re not just chasing trends; they’re building lasting market power.

While some people still think toys are just for kids, TOP TOY is blowing up that outdated idea. They’re bringing trendy toys into the mainstream, creating a whole new toy ecosystem. It’s not just about play; it’s about lifestyle, culture, and self-expression.

Now, let’s talk stores. Product is king, sure, but you gotta get those products into people’s hands, right? TOP TOY’s retail strategy is a “high-line landmark + sinking penetration” approach. Think of it as going for both the high-end and the mass market at the same time.

First, the “high-line landmark” part. They’re all about flagship stores in prime locations, like major city centers and famous shopping streets. These aren’t just stores; they’re brand showcases, designed to create buzz and boost brand image. Think of it as setting up a giant billboard in the trendiest part of town.

Just before the Chinese New Year, TOP TOY opened flagship stores in Shanghai and Chengdu, right on the busiest pedestrian streets – Nanjing Road Pedestrian Street in Shanghai and Chunxi Road Pedestrian Street in Chengdu. These are like the Fifth Avenue and Rodeo Drive of their respective cities. These flagship stores are all about creating a trendy toy experience for young people.

The Shanghai Nanjing Road Pedestrian Street Global Flagship Store is a game-changer. It’s not just a store; it’s a whole experience. They’ve got a giant, interactive “Lucky Cat” entrance, TOP TOY’s first-ever coffee shop, plush toys of old Shanghai snacks, and tons of photo-op spots with different IPs. It’s a three-story playground designed to keep you browsing and buying. They’re pushing the idea that “trendy toys are a lifestyle.” And it’s working – people are spending way more time in the store.

This flagship store is packed with exclusive, limited-edition, and hard-to-find products, featuring top global IPs alongside TOP TOY’s own creations. That gives them a huge competitive edge. And to make it even more special, they’ve got city-exclusive items, like Shanghai-themed “butterfly cookies” and “xiaolongbao” (soup dumpling) plush keychains. People go crazy for that regional exclusivity.

During the Chinese New Year, this Shanghai store was mobbed. They saw over 20,000 visitors per day and daily sales exceeding 230,000 RMB! That’s serious cash.

Then there’s the Chengdu Chunxi Road Trendy Toy Dream Factory Store. This one is focused on vertical scene operations, centered around the TNT SPACE theme. It’s like a two-in-one concept – mass appeal and high-end collectibles. They’re building a “traffic magnet x value benchmark” ecosystem.

This store stocks a ton of trendy, affordable products aimed at younger consumers, making trendy toys more accessible. They’ve got interactive toy experiences to boost engagement and fun, setting them apart from regular retail stores. They also focus on exclusive product launches to cater to high-spending collectors looking for premium, high-value toys. And get this – they’re even upgrading the third floor into a “trendy toy teahouse” concept. Talk about blending tradition and trendiness! During Chinese New Year, the Chengdu store also crushed it, pulling in over 10,000 visitors daily and daily sales over 150,000 RMB.

These flagship stores prove that the new generation of brand flagships are evolving from just places to buy stuff into “content generators.” They’re multi-dimensional consumer experience spaces, combining cross-brand collaborations and IP value to drive foot traffic and boost cultural influence, which in turn builds long-term brand value. It’s “content + space” driving sales.

But TOP TOY isn’t just about fancy flagship stores in big cities. The “sinking penetration” part of their strategy is about reaching consumers in lower-tier cities. And they’re seeing huge success there too. During the Chinese New Year, consumers in second- and third-tier cities showed major enthusiasm and spending power.

Part of this is due to people returning to their hometowns for the holidays, boosting consumption in smaller cities. But it also reflects the growing trend of “trendy toys for everyone.” Trendy toy culture is spreading beyond the big metropolises.

Just because you live in a smaller city doesn’t mean you don’t want to be cool, right? “Small-town youth” are just as clued into trends and just as eager for cool new toys. As disposable incomes rise in these cities, people are looking for more diverse and creative shopping experiences and unique, innovative products.

TOP TOY saw this trend early on and ramped up store expansion into lower-tier cities in 2024. According to Miniso Group’s Q3 2024 financial report, by the end of the quarter, TOP TOY had 115 stores in second-tier cities and 49 stores in third-tier and lower cities. Just a year before, they only had 18 stores in third-tier and lower cities. That’s a massive expansion into smaller markets.

By combining landmark stores in top-tier cities with expansion into lower-tier markets, TOP TOY has built a channel strategy that’s both high-profile and broad-reaching. The flagship stores build brand awareness and prestige, while the lower-tier market penetration provides a wider customer base for long-term growth. It’s a smart combo for sustainable brand development.

And it’s not stopping there. TOP TOY is going global. Even though they’re just four years old, they’ve quickly become a leader in the Chinese trendy toy market. Now they want to take on the world and make Chinese brands shine on the global stage.

Southeast Asia is a key target. With its fast-growing economies and young populations, it’s a hot market for brands. Since starting their overseas expansion in Q3 2024, TOP TOY has been focusing on Southeast Asia and seeing some serious wins. They already have five stores overseas.

Following their “best store in the best location” strategy, TOP TOY opened a store in Pavilion Bukit Jalil, a high-end mall in Kuala Lumpur, Malaysia, in late 2024. It’s right in the heart of this Southeast Asian retail landmark, with a blue-themed design that screams trendy and cool. Since opening in December, daily sales have been exceeding expectations.

For the recent Chinese New Year, TOP TOY brought their “Trendy Toys Chinese New Year” campaign to overseas consumers. It’s not just about selling toys; it’s about exporting Chinese culture and boosting store traffic and sales.

At the Fahrenheit 88 shopping center in Kuala Lumpur, they launched a CNY Lucky Cat display and stamp rally event. With traditional Chinese decorations and fun stamp collecting, they gave overseas consumers a taste of the “Chinese New Year” vibe, really making “Chinese New Year” resonate with international customers.

Product-wise, items like the Sanrio Lucky Cat Tumbler Mengli (萌粒 – cute particles) series and the Little Rake Listening Card – Lucky Draw series sold out super fast, with CNY sales topping 10,000 units. “Lucky,” “fortune,” and other traditional Chinese New Year elements, translated through trendy toys, are connecting with overseas consumers and helping build a global New Year atmosphere, while also boosting TOP TOY’s international brand recognition.

According to brand data, the top 5 best-selling products overseas during CNY were all from TOP TOY’s exclusive Sanrio line, with the Sanrio Vinyl Plush Gen 1 Latte Baby series and Gen 2 British Afternoon Tea series taking the top two spots. This shows how TOP TOY is leveraging its success in the Chinese market and using the power of global IPs to quickly break into new markets.

Looking ahead, TOP TOY is accelerating its global expansion. They’re focusing on Southeast Asia and Japan in 2025, planning to open more brick-and-mortar stores. They’re also using cross-border e-commerce to test products and analyze target demographics, laying the groundwork for physical store launches. With this online-offline strategy, TOP TOY is going all-in on globalization, moving towards its goal of becoming a world-class trendy toy brand.

In the recent Year of the Snake Chinese New Year shopping spree, TOP TOY’s awesome performance caught everyone’s attention. This success isn’t just luck; it’s the result of years of deep engagement with trendy toy culture and a keen understanding of market demand. It proves that TOP TOY has huge potential to become a global brand. As a leader in the industry, TOP TOY has taken solid steps in globalization, showing strong competitiveness and massive market potential.

In just four years, TOP TOY has shown the industry that the trendy toy market is way bigger than anyone imagined. The ultimate battlefield for trendy toys isn’t just retail stores; it’s in the hearts and minds of Gen Z around the world. And TOP TOY is clearly ready to play.

Is TOP TOY going to be the next Pop Mart? Maybe even bigger? Only time will tell. But one thing’s for sure: China’s trendy toy revolution is here, and TOP TOY is leading the charge. Keep an eye on these guys, because they’re about to pop off in a big way.