Jakarta, INTI - China’s toy industry is undergoing a major transformation, evolving from simple and affordable products into a more diverse market driven by quality, design, educational value, intellectual property (IP), and increasingly advanced artificial intelligence (AI) technology. These innovations are also gaining traction in the Indonesian market.
The transformation was evident at the Indonesia International Baby Products & Toys Expo (IBTE) 2026, held from August 19–22, 2026, at the Jakarta International Expo (JIExpo) in Kemayoran, Jakarta.
According to the organizer, the exhibition brought together more than 1,000 participants from over 24 countries, showcasing a wide range of toys and children’s products.
Several Chinese companies presented products spanning action figures, blind boxes, plush toys, building blocks, robots, educational toys, and various play sets.
Dongguan BDS Technology Limited, for example, showcased robotics products that combine play with science education.
Guangdong No.1 Industrial Co., Ltd. presented intellectual property-based products, including doll ornaments and keychain pendants, while Guangdong Xinlexin Education and Culture Co., Ltd. showcased a range of building blocks.
Dongguan Jiandudu Jiandudu Trading Co., Ltd. also introduced its AI Interactive Toys category, combining artificial intelligence with interactive play experiences.
Chinese Toy Quality Continues to Improve
David, a toy reviewer and unboxing content creator behind the @koleksidavid account, said China’s toy industry has developed rapidly and is now catering to a much broader range of consumers.
“The development has been very rapid. In the past, when people thought of Chinese toys, they often imagined products that looked cheap and felt overly plastic. Today, Chinese toys are much more diverse, ranging from products designed specifically for children to highly detailed collectibles for adult enthusiasts,” David said.
He noted that improvements are particularly evident in the materials used for collector-oriented products.
“As manufacturers increasingly target serious collectors, the materials have also been upgraded. Combining plastic, metal, and even rubber components makes the toys more poseable and visually appealing,” he said.
David added that Chinese toys now cover a wider spectrum of price points and quality levels, allowing them to meet the needs of different consumer segments.
“There is a wide range of Chinese toys available. Affordable options are still there, but there are also higher-end products. Their designs are undeniably unique, while quality continues to improve,” he said.
Indonesia’s Toy Imports from China Reach US$670 Million
The industry’s development is also reflected in trade between Indonesia and China.
According to UN Comtrade data cited by Trading Economics, Indonesia’s imports from China of toys, games, and sports equipment reached approximately US$670 million in 2025.
Chinese toys available in Indonesia now span a broad range of categories, from dolls and toy cars to AI-powered interactive products, collectibles, and educational toys.
Conclusion
China’s toy industry is moving beyond traditional products, with AI, innovative design, educational value, and improved quality reshaping the market. As these innovations continue to enter Indonesia, Chinese toy products are gaining broader appeal across children, families, and collectors.
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