At the heart of the Guangdong-Hong Kong-Macao Greater Bay Area, a creative revolution is reshaping the global cultural economy, centered around "art toys." 

Recently, the 2025 Art Toy Industry Ecosystem Partner Conference convened in Shipai Town, Dongguan, gathering over 700 industry leaders, institutions, and international buyers to witness how this former "manufacturing hub" is reinventing itself as a global innovation engine for art toys.

(Photo: 2025 Art Toy Industry Ecosystem Partner Conference)

Rebuilding industries from factory floors to creative ecosystems

"Eighty-five percent of the world's art toys are made in Shipai," declared Zhan Zhibin, Shipai Town Committee Secretary, at the conference. Leveraging a complete ecosystem spanning IP incubation, smart manufacturing, and cross-border e-commerce, Shipai has cultivated a unique "art toy universe."

Dongguan, the Capital of Art Toys in China, houses five integrated hubs: industry empowerment, livestream e-commerce, supply chain management, industrial design, and industrial collaboration. These hubs enable seamless transitions from concept design to retail, supported by tech-driven efficiency gains.

For instance, Guangzhou Trendre Technology demonstrated industrial-grade 3D printers capable of producing 300 customized art toys daily, achieving a sixfold efficiency boost over manual labor with 40% lower costs.

Municipal and town-level governments in Dongguan have launched targeted subsidies for original IP development and smart manufacturing upgrades, alongside a "global art toy alliance" providing one-stop services for customs clearance, logistics, and IP protection.

IP transformations and talent cultivation

To address industry pain points like design homogenization and supply chain competition, Dongguan's art toy sector is doubling down on strategic innovation. Rachel Li, Secretariat Representative of the Greater Bay Area Designer Toys and Merchandise Industry Union, introduced the "IP explosion strategy," which is transforming cultural symbols into commercial successes. Shipai-based firm 'Yiwu First Rigorous' achieved 900 million units in Southeast Asian sales via TikTok shop within six months, tripling profit margins compared to domestic markets.

At the event, an original IP called "GUMMY Fri" caught international attention. The IP founder Jason Peng noted, "Launched just a year ago, this 'sweetener for life' character has already spawned blind box collaborations with beverage brand 'Chu Cha' ." This "Dongguan Speed" is attracting global partners: 11 enterprises from Malaysia and the UAE signed strategic agreements to join the headquarters, focusing on Middle Eastern and Southeast Asian markets.

Meanwhile, a joint initiative with Guangdong University of Science and Technology trains 500 design, marketing, and supply chain professionals annually, creating a self-sustaining talent pipeline.

(Photo: Nanfang Plus)

Dongguan art toys develop from fragmented growth to collective prosperity

At the signing ceremony, 26 companies formally joined the China Art Toy Center (CATC), covering the entire value chain from IP incubation to cross-border e-commerce. This ecosystem approach includes precision matchmaking, such as an initiative that connected Foshan with over 30 art toy suppliers within 48 hours, resolving long-standing challenges in commercializing cultural products.

Open resource sharing is another pillar: the CATC provides shared access to 3D printing labs and material R&D facilities, allowing SMEs to leverage advanced manufacturing at minimal cost. Cultural IP synergies are also expanding, with collaborations with museums turning bronze artifacts and porcelain designs into portable cultural products, facilitating "lightweight cultural exports."

From "made in China" to "created in China," Dongguan's art toy sector is rewriting industry rules through "full-chain innovation and global ecosystem building." As Li Yingfeng, Secretary-General of the Guangdong Human Resources Management Association, remarked, "The future of art toys isn't about products—it's about ecosystems. Dongguan is crafting a global community where creativity thrives and culture flows freely." With the 15th China International Animation Copyright Fair on the horizon, this Dongguan-led creative wave may well redefine China's position in the global cultural economy.

Video, Script, Poster & Reporter | Jiang Chang

Editor | Liu Lingzhi, Huang Qini, James, Shen He