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Disney Named Top Toy Brand in China

Disney is the most desirable toy brand in China, according to new data from The NPD Group’s China Toy Usage and Attitude Study.

April 6, 2018

1 Min Read

New study finds Disney, LEGO and Barbie among most sought after toy brands in China.

Disney is the most desirable toy brand in China, according to new data from The NPD Group’s China Toy Usage and Attitude Study.

LEGO was the second most desirable brand in China, followed by Good Baby, Barbie, Chicco and Hasbro.

In addition to being the most desirable toy brand in China, Disney is also owned by the most toy consumers in the country.

Other highlights from the study include:

  • Chinese partners spend significantly more on toys to satisfy their children’s wishes than they would if choosing their own.

  • The top three Chinese retailers in the toy market are all e-commerce.

  • Most parents will buy toys on Chinese New Year, Children’s Day and birthdays.

Read more about:

DisneyThe NPD Group
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