China’s collectible toy market is entering a transformative new phase as artificial intelligence reshapes how consumers engage with trendy products. What once relied mainly on design appeal and limited editions is now evolving into an interactive, technology-driven experience. Industry leaders believe AI-powered toys will redefine long-term engagement and unlock the sector’s next wave of sustainable growth.
“Past collectible toys relied on aesthetics and scarcity,” said Jing Linyan, cofounder of domestic AI toy maker MarveLab. “Consumers bought them for visual appeal and exclusivity. However, future collectible toys will not just create a moment of happiness. Instead, they will keep users engaged, interacting, and emotionally connected over a much longer period.”
China’s trendy toy market has expanded at remarkable speed. According to AskCI Consulting, the sector surged from 22.9 billion yuan in 2020 to 76.3 billion yuan in 2024, reflecting strong compound annual growth. Frost & Sullivan estimates the market reached 92.6 billion yuan in 2025. Meanwhile, major brands such as Pop Mart continue to dominate social media platforms, where limited releases often spark buying frenzies.
Jing explained that traditional collectible toys typically generate excitement at the moment of purchase. Consumers eagerly unbox the product, take photos, and share them online. However, the novelty often fades as the toy becomes a static display item. As competition intensifies and product supply increases, consumer expectations are shifting. Buyers now seek immersive experiences rather than simple ownership.
They want to “play,” “communicate,” and “grow” with their collectibles.Therefore, AI collectible toys are emerging as the industry’s second growth engine. Unlike conventional figurines, AI-powered characters can develop personalities, remember user interactions, and evolve over time. Some models can respond to voice commands or adapt their behavior based on past conversations.
This innovation transforms toys from decorative objects into dynamic companions that build emotional bonds with users.“In the past, scarcity drove repeat purchases,” Jing said. “In the future, character vitality and storytelling will drive them.”
Official data show China’s AI toy market reached 24.6 billion yuan in 2024 and could rise to 29 billion yuan in 2025. In addition, a central government action plan now lists collectible toys as a priority consumption category, targeting a market size of more than 100 billion yuan by 2027.
With fresh angel funding secured, MarveLab plans to strengthen its content ecosystem through continuous updates and expanded storytelling. The company will also diversify products around its core character, aiming to deepen user engagement and solidify AI’s role in the evolving collectible toy industry.
