SHENZHEN, Nov. [XX] — Once dominated by Western and Japanese IPs like Disney’s Frozen and Studio Ghibli’s My Neighbor Totoro, the global toy market is witnessing a rising force: Chinese animation IPs. Driven by mature domestic IP creation and strategic overseas collaboration, toys featuring Chinese animated characters are gaining traction across continents. Data from the China Toy & Juvenile Products Association (CTJPA) shows that overseas sales of Chinese IP-licensed toys surged 28% year-on-year in 2024, reaching $4.3 billion—accounting for 12% of China’s total toy exports. From family-friendly Boonie Bears to sci-fi epic The Legend of Hei (Ling Long), domestic IPs are redefining global toy consumers’ perceptions through tailored licensing models and cultural adaptation strategies.
The Rise of Chinese IP Toys: From Domestic Hits to Global Players
The global expansion of Chinese animation IP toys is fueled by two key factors: the maturity of China’s domestic animation industry and growing global demand for diverse cultural content. Over the past decade, China has invested heavily in animation production, with annual output of animated series exceeding 10,000 episodes and box office of animated films topping $3 billion in 2024. This has cultivate a pool of high-quality IPs with strong fan bases, ready for overseas adaptation.
“Global toy buyers are no longer just looking for Disney or Pokémon—they want fresh, culturally diverse IPs that resonate with local audiences,” says Zhang Wei, senior director of global licensing at Fantawild Animation, the studio behind Boonie Bears. “Chinese IPs offer unique storytelling and visual styles, which translate into distinctive toys that stand out on store shelves.”
Overseas markets have responded positively. In Southeast Asia, Chinese IP toy sales grew 41% in 2024; in Europe and North America, the growth rates reached 22% and 18% respectively, per CTJPA. This growth is not just about volume—it’s about value: IP-licensed toys command 30-50% higher profit margins than generic toys, making them a priority for Chinese exporters.
Case Study 1: Boonie Bears – Family-Focused Licensing for Mass Markets
As China’s most successful family animation IP, Boonie Bears (which follows the adventures of two bears and a logger) has built a global licensing network covering 130 countries, with toys as its core overseas product category. Its licensing model focuses on “localization + mass distribution,” targeting low-to-middle-income families and mainstream retailers.
In Southeast Asia, Fantawild adopted a “master licensing” model with regional partners. In Indonesia, it partnered with local toy distributor KidsLand Vietnam to co-develop Boonie Bears toys tailored to the market: plush toys of the main characters (Briar and Bramble) were made with brighter fabrics to match local color preferences, and small plastic figures included traditional Indonesian accessories like batik-patterned hats. These adaptations helped Boonie Bears toys capture 8% of Indonesia’s licensed toy market in 2024, with sales hitting $12 million.
For Western markets, Boonie Bears focused on “film-to-toy” synergy. The IP’s animated films were released in 50 European countries via Netflix and local cinemas in 2023, and Fantawild partnered with Walmart and Carrefour to launch a toy line timed to the film releases. The line included 30+ products, from 3D puzzles to interactive plush toys that repeat phrases in English and Spanish. In the U.K., Boonie Bears toys sold 200,000 units in six months, driven by back-to-school promotions and social media campaigns featuring parent influencers.
“Our goal is to make Boonie Bears a household name, not just a Chinese IP,” Zhang Wei explains. “By working with local distributors and aligning toy launches with film releases, we turn casual viewers into toy buyers.”
Case Study 2: The Legend of Hei (Ling Long) – Niche Licensing for Adult Collectors
Unlike Boonie Bears, The Legend of Hei (a sci-fi animation targeting 18-35-year-olds, known as Ling Long in some markets) has adopted a “premium niche” licensing model, focusing on high-end collectible toys and partnering with specialized global brands. This strategy caters to Western markets’ strong demand for adult-oriented animation and collectible merchandise.
In North America, The Legend of Hei’s studio, Haoliners Animation, signed a sub-licensing deal with U.S.-based Funko—famous for its pop culture vinyl figures—to create a line of 6-inch collectible figures. The figures feature the IP’s iconic characters (Hei and Xiao Hei) with detailed textures and limited-edition colorways (e.g., a glow-in-the-dark version exclusive to Comic-Con). The line sold out within 48 hours of its launch at San Diego Comic-Con 2024, generating $1.5 million in revenue.
For the Japanese market, Haoliners partnered with Medicom Toy, a leading Japanese toy maker specializing in high-end figures, to co-create a 12-inch “Real Action Heroes” figure of Hei. The figure included interchangeable parts and a custom base inspired by the IP’s post-apocalyptic worldview, priced at ¥28,000 ($190). It became a top-seller on Amazon Japan’s collectible toy chart, with 5,000 units sold in the first month.
“The Legend of Hei’s strength lies in its deep worldview and complex characters—this appeals to adult collectors who value storytelling over just cuteness,” says Li Jia, Haoliners’ global licensing manager. “By partnering with brands that understand the collectible market, we avoid diluting the IP’s value and build long-term fan loyalty.”
Cultural Adaptation: Overcoming Differences to Win Global Fans
Cultural differences pose the biggest challenge for Chinese IP toys going overseas, but successful brands have developed targeted adaptation strategies.
Content Adjustment for Local Values
In Muslim-majority countries like Malaysia and Indonesia, Boonie Bears adjusted its toy designs to respect local culture: female character Luna’s clothing was modified to include long sleeves and a headscarf in some plush toy versions, and toy packaging removed images of characters eating pork (a sensitive topic in Islamic cultures). These changes helped the IP gain approval from local religious authorities and enter major retailers like Tesco Malaysia.
In Europe, The Legend of Hei toned down some violent scenes in its animated content (streamed on Crunchyroll) to meet EU content ratings, which in turn made its toy line more acceptable to mainstream retailers. For example, a toy sword inspired by the IP was redesigned to have a rounded tip, avoiding classification as a “dangerous weapon” under EU toy safety standards.
Localized Marketing: Speak the Audience’s Language
Digital marketing has been key to bridging cultural gaps. On TikTok, Boonie Bears’ Southeast Asian accounts post short videos of local kids playing with the toys, dubbed in Malay and Tagalog, with hashtags like #BoonieBearsMalaysia. These videos have generated over 50 million views, driving 30% of in-store sales in the region.
For The Legend of Hei, Instagram and YouTube are the main marketing channels. The IP’s global account partners with Western anime KOLs (e.g., Gigguk, The Anime Man) to review its collectible toys, focusing on design details and IP lore. A YouTube review by Gigguk of the Funko figure received 1.2 million views, leading to a 40% spike in online orders.
Offline, both IPs leverage global comic conventions to connect with fans. Boonie Bears set up interactive booths at Singapore Comic Con 2024, where kids could take photos with life-sized Briar and Bramble mascots and receive free toy samples. The Legend of Hei hosted a worldview sharing session at Paris Comic Con, inviting the IP’s director to explain its story to European fans—boosting pre-orders for its upcoming toy line by 25%.
Challenges and Future Outlook
Despite the progress, Chinese IP toy exporters face hurdles: intense competition from Western and Japanese IPs, high costs of localization, and inconsistent IP protection in some emerging markets. For example, in India, counterfeit Boonie Bears plush toys account for 15% of the market, cutting into official sales.
To address these issues, the Chinese government has stepped up support: the Ministry of Commerce launched a “IP Export Promotion Plan” in 2024, providing subsidies for IP registration overseas and legal assistance against counterfeiting. Meanwhile, enterprises are investing in IP co-creation with local partners—Fantawild is co-developing a new animated series with a Thai studio, featuring both Boonie Bears characters and Thai mythological figures, to deepen local resonance.
Looking ahead, industry experts predict that Chinese IP toys will expand into more niche categories (e.g., AR-enabled toys, eco-friendly IP products) and tap into emerging markets like the Middle East and Africa. “The next five years will see Chinese IPs move from ‘being present’ to ‘being loved’ globally,” says Sarah Lee, senior analyst at Euromonitor International. “The key is to balance cultural authenticity with local adaptation—keeping what makes the IP unique while making it relatable to global audiences.”
As Boonie Bears and The Legend of Hei continue to break ground, they are paving the way for more Chinese animation IPs to turn their global fan bases into loyal toy buyers. For the global toy industry, this shift means more diversity, more innovation, and a new era of IP-driven cross-cultural exchange.
Post time: Sep-20-2025
