Toy market bucks global headwinds

China's toy market is at a "new normal" with demand growing for trendy and exclusive products, helping companies both at home and abroad offset global headwinds, experts said.

"It is a new normal that Chinese consumers are no longer satisfied with just toys of high quality. Instead, they have higher expectations for more chic and unique toys as well as joyful and immersive purchase experiences," said Lee Ching Yiu, chairman and CEO of Kidsland International Holdings, China's largest toy retailer in terms of market share.

"Significantly, the demand has been particularly robust from the young adult segment, helping dispel the notion that toys are for children only. In fact, young adults are now the new growth drivers of consumer spending in China," he said.