China Toy Market – Targeting „Kidults“A New Concept for Toys When talking about toys in the Chinese market, they no longer are exclusive targeted at infants or children, and go beyond the traditional categories such as puzzles, plush and dolls. A new concept of toy is on the rise, called trendy toy (or artistic toy). Trendy toys have become increasingly popular, especially among young Chinese consumers aged 15 to 25, the so-called generation Z or “Kidults”. According to research by the Chinese Academy of Social Science, the trendy toy industry in China had reached a sales volume of 30 billion …