Chinese toys boom being fuelled by adult male consumers of collectibles
- Adult consumers are fuelling a boom in China’s toy collectibles market
- Men are spending thousands of dollars on figurines to express their identity, boost their street cred, and indulge their inner kid
Don Tang is proud of his toys. So much so that the Shanghai resident, 32, puts them on display both in his home and in the office of the company he runs.
And there are plenty to display. Tang, 32, has some 100 collectibles and the number is growing all the time. Each month he sets aside 2,000 yuan (US$280) to buy the top trending toys, newest releases, or one-of-a-kind items – either from physical stores, online or at toy conventions in China.
But the toys are not connected to his work as the CEO of a firm in the intellectual property sphere. They are simply a hobby, albeit one Tang takes seriously. The crowning jewel of his collection? A 6,000 yuan KAWS action figure bought in Tokyo, Japan.
“When I return home from work each day, I get to see [my toys] and it puts me in a good mood,” says Tang, who realises some people might not get the appeal of his hobby, but says it is an “addictive” pursuit and a way of appreciating designs and craftsmanship. Whether it’s SpongeBob SquarePants, Hello Kitty or Sesame Street, each toy has its own distinct, “lovable, cute, and personalised” identity, he says.
“When you look back at the toys that you collected at different times, you realise how your own aesthetic, tastes, and preferences have changed over time,” adds Tang, who would never dream of selling his precious collection.
