The Internationalization Path of Shantou Toy Brands: Strategies and Achievements

Introduction

The global toy industry is undergoing rapid transformation driven by shifting consumer expectations, stricter compliance standards, and evolving global supply chains. Within this environment, Shantou has developed into one of China’s most important toy manufacturing ecosystems, supported by a dense industrial cluster and strong OEM/ODM capabilities.

Today, the region is moving beyond manufacturing efficiency toward brand-oriented growth, as companies invest in design, compliance, and international market expansion to meet rising global requirements for originality, safety, and sustainability.

This article highlights Shantou’s internationalization progress, covering its global presence, strategic approaches, key achievements, and emerging challenges. It provides concise insights to help B2B stakeholders assess opportunities in the international toy market.

Current Situation: Growing Visibility and Expanding Footprint in the International Toy Market

Shantou’s toy industry contributes significantly to China’s toy export volume. With more than 10,000 toy-related enterprises and a complete ecosystem covering design, tooling, molding, electronics, packaging, and logistics, the region provides unparalleled advantages in product development and flexible manufacturing.

In global markets, Shantou toys are increasingly visible across:

· Major international exhibitions, including Spielwarenmesse (Germany), Hong Kong Toys & Games Fair, Canton Fair, and regional shows in Japan, the Middle East, and Europe.

· Cross-border e-commerce channels such as Amazon, Walmart Marketplace, Shopee, Lazada, and TikTok Shop.

· Specialty toy retail chains and distributors, who seek supplier partners offering both product diversity and compliance stability.

This shift is supported by industry-wide upgrades in design capability, branding awareness, and compliance management. Many Shantou companies now invest in packaging design, environmental certifications, and brand identity systems—essential steps toward competing in the international toy market.

Overall, the global perception of Shantou has evolved from “factory cluster” to “innovation and brand-capable manufacturing ecosystem.”

From “making brands for others” to “providing brand-ready solutions for global markets,” Shantou suppliers are becoming end-to-end partners for Private Label development rather than traditional manufacturers.

For importers:
They are being pushed to upgrade — shifting from pure trading to becoming “market- and channel-driven operators.”

For supermarket retailers:
They gain stronger supply-chain partners, enabling deeper collaboration and lower overall costs.

For Western brands:
They benefit from closer ODM partnerships with faster development cycles and more agile product creation.

Strategies: Brand Building and Global Market Expansion

To build competitive advantages in the global market, Shantou toy companies have adopted a series of targeted strategies. These approaches mirror global supply chain trends and align closely with buyers’ expectations for reliable, compliant, and brand-ready partners.

· Brand Building: Creating a Distinct Identity

Brand building has become a key component of Shantou’s internationalization. Companies increasingly recognize that brand competitiveness requires more than product variety—it requires a consistent identity and value proposition.

Key brand building strategies include:

  · Developing distinctive brand positioning, such as preschool learning, STEM education, RC innovation.
  · Creating original IP and story-based product lines to enhance emotional value and consumer recall.
  · Investing in packaging modernization, aligning with European and American design aesthetics.
  · Building official websites, brand catalogs, and media assets that communicate professionalism and trust.

Together, these elements form the foundational capabilities of brand building, enabling companies to stand out in highly competitive categories and positioning Shantou brands as strategic supply-chain partners for international retailers — rather than traditional factories.

· Participation in International Exhibitions

International trade fairs remain one of the most effective catalysts for Shantou toy brand internationalization.

Events like Canton Fair and the Hong Kong Toys & Games Fair allow Shantou companies to:

  · Showcase new product lines and seasonal assortments.
  · Present design, engineering, and compliance capabilities to global buyers.
  · Build strategic relationships with brands, retailers, and distributors.
  · Gather first-hand market intelligence and consumer trend insights.

Supply chains are moving rapidly closer to real market needs. For companies transitioning from pure OEM to brand-driven development, international trade fairs are no longer just product showcases — they have become crucial touchpoints for building professional credibility, strengthening trust signals, and elevating global brand recognition.Within this shift, Shantou companies are leveraging their mature industrial ecosystem, fast response capability, and compliance readiness to move beyond the role of traditional manufacturers. They are increasingly becoming central hubs within the global toy brand landscape — bridging design, manufacturing, and international markets with greater strategic influence.

· Cross-Border E-Commerce: Direct-to-Consumer Global Expansion

Cross-border e-commerce has dramatically lowered entry barriers for Shantou brands entering the international toy market. Platforms such as Amazon, Walmart Marketplace, and TikTok Shop offer:

  · Direct access to consumer behavior data, enabling faster product iteration.
  · Improved brand narrative opportunities through video content, live streams, and UGC.
  · Pricing autonomy and margin enhancement, compared to traditional wholesale channels.
  · Scalable multi-market expansion, especially in North America and Europe.

Companies adopting this model focus not only on product listings but also on store branding, SEO optimization, customer experience, and localized marketing.

· Compliance and Quality System Upgrades

Global buyers—especially in Europe and North America—expect suppliers to provide more than product sourcing. They require compliance-ready, audit-ready, and transparent supply chains.

To meet international requirements, Shantou companies increasingly invest in:

  · Safety and regulatory compliance: EN71, ASTM F963, CPSIA, EMC, UKCA.
  · Environmental certifications: FSC, GRS, biodegradable materials, recyclable packaging.
  · Factory audits: BSCI, SMETA, GSV/SCAN, ISO9001/14001.
  · Design for Compliance (DFC) during early product development stages.

When a product has already been validated in cross-border retail channels — such as Amazon, TikTok, or DTC websites — it naturally gains an advantage when approaching traditional importers and offline retailers.The win-win benefits appear on three levels: lower risk, higher efficiency, and more stable profitability.

Achievements: Enhanced Market Presence and Brand Influence

With sustained investment in brand building and global expansion, many Shantou toy companies have achieved notable progress across international markets. As part of this momentum, Dihua has also demonstrated steady growth and reinforced its reputation among global buyers, reflecting the broader transformation of the region’s toy industry.

· Sales Growth Across Key Categories

Products with strong engineering or educational value—such as RC cars, toddler learning toys, bubble toys, sensory toys, and DIY craft kits—have seen consistent international growth. Many Shantou brands have earned top category rankings in online marketplaces.

Against this favorable backdrop, Dihua has expanded production and development efforts in RC, toddler-focused, and creative-play toy segments. Early feedback from global buyers and rising order volumes indicate that these categories are among the fastest-growing parts of our overseas business — reflecting the broader upward trend in global demand.

· Stronger Brand Recognition in Retail and E-Commerce

Through unified brand identity, improved packaging, and strategic marketing, some companies have successfully:

  · Increased brand search volumes internationally.
  · Expanded into specialty toy retailers and regional distributors.
  · Strengthened buyer trust through professional catalogs and compliance systems.

Brand recognition has become a new growth driver for companies previously dependent on OEM exports.Dihua has seen similar progress. With upgraded packaging systems, standardized product assets, and an expanding SKU presence among overseas distributors, the company has strengthened brand consistency and improved recognition among international buyers—particularly across RC, toddler, and creative-play categories.

· IP Development and Licensing Collaboration

More Shantou brands have begun creating in-house IP characters and partnering with international licensors in automotive, entertainment, and lifestyle categories. These collaborations significantly enhance brand authority and open doors to premium retail channels.

Dihua is experiencing similar progress. In recent years, the company has expanded its licensed product portfolio through collaborations in the vehicle categories, while also growing its internally developed brand assets. These efforts have resulted in a broader range of export-ready licensed SKUs and strengthened acceptance among buyers who prioritize recognizable IP and high-trust product lines.

Challenges and Responses: Navigating Global Market Complexities

Despite its progress, Shantou’s toy industry still faces multiple challenges on its path to deeper global integration.

· Cultural and Consumer Preference Differences

Challenge: Packaging aesthetics, educational philosophies, and product themes vary widely across markets.
Response: Companies are adopting localized design, conducting consumer research, and collaborating with overseas creative teams to align products with local preferences.Dihua applies a similar model by building variation-ready packaging frameworks, conducting item-level feedback loops with international buyers, and adapting product visuals and messaging for North America, Europe, and emerging markets. These adjustments have helped reduce revision cycles and improve acceptance during buyer assortment reviews.

· Trade Barriers and Regulatory Requirements

Challenge: Stricter safety standards, ESG expectations, and trade restrictions increase operational complexity.
Response: Investing in early-stage compliance design, upgrading testing systems, and partnering with compliance-driven suppliers mitigate risks and lower long-term costs.Dihua reinforces this with an integrated Design-for-Compliance workflow, early engineering risk assessments, and continuous collaboration with accredited labs. This approach has reduced testing failures and shortened certification timelines for buyers entering Europe and North America.

· Supply Chain Transparency Expectations

Challenge: Global brands and retailers require audit-ready and traceable supply chains.
Response: Shantou companies are adopting standardized SOPs, digitized production tracking, and internal audit systems to enhance visibility and trust.Dihua expands on this practice by providing buyers with standardized production documentation, enhanced milestone reporting, and readiness for audits such as BSCI, SMETA, and GSV/SCAN. These measures give buyers clearer oversight of compliance, social responsibility, and quality processes across each production stage.

· Logistics and Geopolitical Uncertainty

Challenge: Tariff fluctuations, freight disruptions, and regional conflicts create uncertainty.
Response: Enterprises diversify warehouses, explore multi-country fulfillment, and strengthen brand competitiveness to reduce dependency on cost-driven strategies.Dihua supports partners through flexible shipment planning, multi-port export arrangements, and a diversified brand and product structure that reduces dependency on single-market performance. This enables buyers to maintain supply continuity and mitigate geopolitical or freight-related disruptions more effectively.

Call to Action

The internationalization of Shantou toy brands is no longer a short-term trend but a structural shift driven by brand building, compliance advancement, global exhibitions, and cross-border market expansion. As global demand moves toward higher design standards, tighter safety and sustainability requirements, and more resilient supply chains, Shantou’s combination of manufacturing capability, brand readiness, and market insight positions the region for sustained long-term growth.

While this transformation is still unfolding, one thing is clear: Shantou is evolving from a manufacturing base into a dynamic brand ecosystem with growing international influence.

For B2B partners seeking reliable, compliance-focused, and internationally minded suppliers, this is an ideal moment to explore how Shantou and its leading companies can strengthen your global sourcing and product development plans. 

Learn more at www.dihuatoys.com or meet our team in person:
· Hong Kong Toys & Games Fair 2026 — January 12–15, 2026
Get in touch with us to discuss how we can support your next stage of growth.