The intense heat of summer welcome the Hollywood’s blockbuster—Transformers. The robot theme movie has harvested more than 5 billion RMB in domestic China only in the first month after it is released. Toy market spurred by the movie also makes merchants jump out of their skin: besides licensed Transformers toys, all other toys that are transformable storm into the whole land. 

Blossoming out far and near

From sellers of transformable toys in Chenghai (Shantou), Zhuhai, Dongguan and Zhongshan, news of victory spread frequently. When I talked with Zheng, owner of transformable toy factory in Zhongshan, concerning status quo and market trend of transformable toys, he said that, currently, their sales every day reaches 400,000 RMB, which is 20 times of previous days. At the same time, they are under great production pressure, which has never been seen before. Judging the present market, he was convinced that, in the next few years, transformable toys would not see remarkable stagnancy. Since transformable toys feature creative styles, which bring in great playing value during the course of transforming, kids have strong interest in this kind of products.

I paid a visit to the wholesales markets in Yide Road, Guangzhou, lots of wholesalers indicated that, transformable toys they stocking their stores with are not enough for sales in each day.

“Although we have already anticipated the brisk sales, such an impetuous rising really beat all,” said Miss Zhong said, who is a toy store owner in Yide Road. Her shipment every day has exceeded 300 boxes. Meanwhile, similar lines of transformable toys that developed and produced by domestic makers are warmly received as well. Zhong fetched out some items for me. Indeed, I found that, many home-made products have gained great improvement on style, shape, package and quality.

What Transformers gives us is more than the 5-billion box office. In fact, it benefits the entire market of transformable toys. The effect will continue to influence the toy market, which trends to give birth to its own creation.

Not single consumption group again

Instead of kids, young adults are the key consumers for the transformable toys, which surprises sellers to some extent.

In Sogo department stores in Beijing, Mr. Zhang just bought a Transformers toy from Hasbro with over 2,000 RMB. The 30-year-olds said he had been fascinated by the series for years, but lots of domestic department stores do not have this year’s new products on shelf.

“My friends love this kind of collectibles too,” Zhang added. He expected that, besides overseas brand, domestic makers can hammer out their original design.

Mr. Li, manager of Jusco (Guangzhou), has good experience after years of work in toy sales, who know about Transformers items when Hasbro introduced it to China. This flourish year impresses him a lot. Transformable products are among China’s strong points. Though no novel things debut, huge market potential will no doubt quicken the step of independent development of the kind.