Huangpu Customs provides technical and trade services to escort Dongguan trendy toy enterprises to break through the waves and go global

As one of the earliest regions to undertake the transfer of the toy industry after the reform and opening up, Dongguan has built a huge toy industry pattern with its profound industrial accumulation, covering more than 4000 production enterprises and nearly 1500 supporting enterprises, becoming the largest toy export base in the country. The China International Anime Expo has been rooted in Dongguan for 15 consecutive years, not only endowing the city with a trendy new business card that combines international vision and cultural confidence, but also making it a key hub for the Asian anime derivative industry. Data shows that one out of every four anime derivatives worldwide bears the Dongguan mark.
With the expansion of Dongguan's trendy toy products going global, a series of problems have surfaced. Xiong Mao, the general manager of Dongguan Weishi Culture Co., Ltd., said that in order to make products meet foreign testing standards, companies have to modify raw materials and processes, often increasing production costs and time costs. Dongguan Playful Fairy Tale Baby Products Co., Ltd. (hereinafter referred to as "Playful Fairy Tale Company") has also encountered similar difficulties, as differences in certification standards among countries have hindered the export of products. Last year, when the company participated in an exhibition in Southeast Asia, the mandatory certification requirements were different from those in China, and the certification processing cycle lasted for several weeks or even more than ten months, seriously affecting the progress of business expansion.
In August of this year, the first "China WTO/TBT-SPS National Notification and Consultation Center Technical Trade Measures Research and Evaluation Workstation Chao Play Service Station" (hereinafter referred to as "Chao Play Service Station") was unveiled and established at the 15th China International Film and Television Copyright Protection and Trade Expo (Dongguan).
Since its establishment, the trendy toy service station has quickly carried out a series of trendy toy overseas service work. Technical and trade experts have visited 15 key trendy toy enterprises in depth to comprehensively understand their difficulties and needs in technology and trade, and provide technical and trade consulting services. This year, the Trendy Play Service Station provided SNI certification consulting services for Playful Fairy Tale Company in export destination countries, helping enterprises solve certification problems. At the same time, it closely followed the needs of the "Trendy Play" new industry, integrated technology and trade work into the enterprise chain, guided enterprises to timely improve production and process flow in the production process, enhance product quality, and strengthen source compliance.
In terms of standard setting, trendy gaming service stations have shown initial results. Following the release of the first domestic group standard named "Trendy Toy" last year, the "General Technical Requirements for Trendy Toy Products" (T/SPGSX011-2024), on October 1st of this year, under the leadership of the China Academy of Quality Inspection and Testing Sciences, the Trendy Toy Service Station, in collaboration with 16 institutions including Aofei Entertainment Co., Ltd., officially released the group standard "Consumer Product Chemical Safety Level Evaluation Toys" (T/OTOP 1079-2025). The research and formulation of this series of standards provide strong support for the standardized development of the trendy toy industry.
The assistance provided by the customs in intellectual property protection and the formulation of technical and trade standards has enabled us to grasp the technical and trade standards of our target export markets, integrate them into product development and design in advance, and effectively enhance the compliance and international competitiveness of our products, "said Wang Zhen, Chairman of Playful Fairy Tale Company.
Next, Huangpu Customs will apply to establish a national level technology and trade evaluation base for trendy toy products based on the existing achievements of the trendy toy service station, fully leveraging its professional advantages to help enterprises do product design, technical testing, certification, and label rectification work in advance. Accelerate the formulation of group standards, achieve direct access to technical and trade information, and provide a one-stop response channel for trendy gaming enterprises. By providing advanced and systematic technical and trade services, as well as intellectual property protection, we aim to establish a mechanism that prioritizes market stability and protection. This will help enterprises transition from passive adaptors to active leaders, enhance their international discourse power, and safeguard the high-quality development of the trendy toy industry. We will also assist Dongguan's trendy toy industry in shining brighter in the global market.