Dongguan has successfully branded itself as the Capital of Art Toys in China by leveraging its industrial foundation, government support, innovative capabilities, and strategic location. From the popular mascots Bing Dwen Dwen and Shuey Rhon Rhon to the adorable panda PANGDA and national-style mechas, top-tier IPs are constantly emerging. Chinese trendy toys, including blind box figures, model figurines, art toys, and ball-jointed dolls, have captured the fashion spotlight and are now making waves internationally. According to statistics from Dongguan Customs, the city exported toys worth over 12 billion yuan to more than 100 countries and regions between January and July this year.
Upon entering Dongguan Dongxiu Culture Communication Co., Ltd., visitors are immediately struck by a wall of mechas. These mechas, modeled after figures like Lyu Bu, Ao Bing, Bai Qi, and Gan Jiang, are posed in various unique stances, perfectly blending cyberpunk fantasy with traditional culture. These are products from the company’s original IP, Motor Nuclear. Drawing inspiration from historical figures of the Three Kingdoms and ancient Chinese mythology, Motor Nuclear integrates Chinese elements into modern model toys, which has earned the company a large fan base in overseas markets and opened new business opportunities rooted in traditional Chinese culture.
Liang Zhanming, the product manager of Motor Nuclear, remarked, “Whether domestically or globally, the consumer base for mecha models is vast and possesses strong purchasing power. However, in contrast to this massive demand, there is a noticeable lack of original Chinese mecha IPs and products.”
Liang attributes the rapid fanbase growth of Motor Nuclear’s national-style mecha models to their ability to fill this market gap. Thanks to exceptional product design and strict quality control, these models have garnered admiration and enthusiasm from mecha enthusiasts both at home and abroad.
“Our products consistently achieve success, with explosive growth in overseas sales, up by more than 70% in the first half of this year. Orders are now scheduled through December.”, Liang added.
▲ Dongguan customs officers are conducting field research at art toy manufacturing enterprises.
The expansion of the cultural and creative industries into global markets is not just about selling products to foreign consumers but also about promoting Chinese creativity and design concepts worldwide. The art toy industry plays a significant role in telling China’s story and showcasing cultural confidence. Statistics show that Dongguan produces one-quarter of the world’s anime-related merchandise, and nearly 85% of China’s art toys. The art toy industry is now driving Dongguan’s toy sector into a new era of growth. Many companies in the industry have adopted digital and intelligent production management practices, shifting from contract manufacturing to deep involvement in brand IP development and product innovation. This shift aligns perfectly with the emphasis on “innovation-driven” growth and the cultivation of new quality productivity. A prime example of this transformation is Dongguan Weishi Culture Technology Co., Ltd.
Xiong Mao, the head of Dongguan Weishi Culture Technology Co., Ltd., said, “In the early days of our company, we were engaged in contract manufacturing, producing metal buttons for major smartphone manufacturers. However, the profit margins were low, and this business model did not support our future growth. We hoped that one day we could develop our own brand. At the end of 2009, after nearly ten thousand experiments with materials, structures, and processes, our first metal assembly model was launched. Shortly thereafter, our own brand, Piececool, sparked a craze for 3D metal puzzles in the art toy community.”
In the company’s exhibition hall, a set of “Ten-Mile Red Dowry” art toys draws everyone’s attention. The design is inspired by ancient Chinese wedding customs, featuring intricately assembled metal pieces to create items like bridal sedan chairs and phoenix crowns. The assembly process is simple: by following the instructions, anyone can piece together a stunning work of art.
Xiong said, “Born in Dongguan, ‘Weishi’ has developed many art toys infused with Lingnan culture. For example, our ‘One-Thousand-Angle Lantern’ product draws inspiration from Dongguan’s national intangible cultural heritage, representing good fortune, while the ‘Dancing Lion’, symbolizing prosperity, is a cherished memory for people from Lingnan.”
The “Ten-Mile Red Dowry”, “One-Thousand-Angle Lantern”, and “Dancing Lion” products have been particularly well received in overseas markets. Regarding the global expansion of art toy brands, Xiong believes that while early art toy IPs focused on Western stories, “Guochao” (or China-chic) IPs are centered on traditional Chinese culture.
“We are combining traditional culture with national industry, enhancing our craftsmanship and design. We believe our art toy products will resonate with young people not only in China but also abroad.” Xiong concluded.
Pan Yingqi, Director of Dongguan Customs under Huangpu Customs, noted, “Art toys are largely original IPs and products, making intellectual property protection particularly crucial. We work closely with companies to educate them about intellectual property protection and guide them on utilizing customs protection measures for intellectual property rights. This helps safeguard innovative achievements in the art toy industry and supports the global expansion of Dongguan’s art toys. In addition, we encourage companies to adopt expedited customs clearance procedures, such as pre-declaration and appointment inspection, to further reduce clearance times and facilitate the rapid export of Dongguan’s art toys.”
