Trendy toys aren’t just for the young anymore. While collectible and designer toys remain a hit among youth, there’s a new demographic gaining attention: seniors. Toys designed for older adults—often called “elderly-friendly toys”—are quickly becoming a booming niche in China’s toy market.
According to recent statistics, searches for toys suitable for seniors on Taobao have surged by 121% year-over-year. Even more impressive, transaction volumes have jumped by over 70%, with the pace of purchases continuing to accelerate.
A Growing Category: What Are “Elderly-Friendly” Toys?
In 2024, the Toy Association of Chenghai District in Shantou initiated the development of a formal group standard for elderly-friendly toys. These products are intended for individuals aged 60 and above and aim to meet a range of needs, including intellectual stimulation, social interaction, emotional support, and even collectibles. Interestingly, many middle-aged consumers are also embracing these toys to cope with work and life stress.
Popular examples include:
- Table tennis trainers
- Grip strength balls
- Fingertip musical instruments
One standout item, the table tennis trainer, features a base, an adjustable-height rod, and a bouncing ping-pong ball. By gently moving the rod side to side, the user can practice their reflexes and hand-eye coordination. A toy store on Taobao reports having sold over 5,000 units of this product alone.
A Market in Motion: From Niche to Mainstream
Data from Consumer Daily confirms the surge in interest, noting the 121% year-over-year increase in searches and a 70% boost in transactions. Moreover, China Youth Daily reports that new toy vendors in Yiwu, Chenghai, and Shantou—many of whom previously focused on children’s toys—are now shifting their attention to products for older consumers.
Responding to this trend, Taobao plans to create a dedicated category for elderly-friendly toys. This initiative will involve targeted marketing and operational support for vendors. Early estimates suggest the category could encompass over 20,000 SKUs, opening new opportunities for manufacturers and merchants alike.
Currently, however, many elderly-friendly toys are still listed under broader categories such as “other toys,” “wooden toys,” or “electric toys,” indicating a need for more precise categorization.
The Silver Economy: A Powerful Demographic Shift
China’s aging population is a driving force behind this trend. According to the National Bureau of Statistics, the number of people aged 60 and older in China is expected to surpass 310 million by the end of 2024.
Globally, the toy market is also expanding. Research from IMARC Group shows the industry was valued at $183 billion in 2023, with projections reaching over $326 billion by 2032. Notably, adult and senior consumers are fueling part of that growth. A survey by the U.S. Toy Association found that:
- 89% of respondents buy toys for adults during holidays
- 20% specifically buy for elderly individuals
These figures underscore the growing significance of older consumers in the toy sector.
On the Ground: Taobao Stores Cashing In
The owner of a toy flagship store on Taobao told Red Star Capital Bureau that her store, which has been open for just over a year, started by focusing on elderly-friendly products. She categorized her offerings into educational and sports toys, each priced under 100 yuan. Sports-oriented items, particularly table tennis trainers, are top-sellers, with more than 600 units sold.
“We’re very optimistic about the senior market,” she said.
Innovation Ahead: Listed Companies Join the Game
Publicly traded companies are also taking note. On February 18, Shifeng Culture (002862.SZ) revealed in an investor activity report that it plans to integrate AI technologies into its product offerings—specifically targeting adult and elderly users.
According to the report, Shifeng is:
- Monitoring AI technology developments
- Connecting to large language models for product enhancements
- Exploring how AI can be integrated with existing products for smarter, more interactive experiences
The company hopes to develop AI-powered companion toys for adults and seniors, merging entertainment with emotional support and utility.
Final Thoughts
As China’s population continues to age and consumer habits shift, toys are no longer just child’s play. The rise of elderly-friendly toys reflects broader societal changes, including an increased focus on senior wellbeing, mental health, and emotional fulfillment.
With e-commerce platforms creating dedicated categories and companies like Shifeng Culture investing in AI-driven innovations, the silver economy is poised to become a golden opportunity for the toy industry.
