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Robot toys draw crowds at China Toy Expo

By Zhang Rui
China.org.cn
| October 17, 2025
2025-10-17

The 2025 China Toy Expo opened in Shanghai on Oct. 15, bringing together domestic and international toy makers and IP licensors, including Disney, with robot toys stealing the spotlight.

Alex Lin, vice president and general manager for Disney Consumer Products in Greater China and Korea, opens Disney's booth at the 2025 China Toy Expo in Shanghai, Oct. 15, 2025. [Photo courtesy of The Walt Disney Company]

Walt Disney's booth features over 1,500 products from its licensee partners across a 682-square-meter space, with themed areas showcasing brands including Mickey and Friends, Zootopia, Pixar, Marvel, Star Wars and NationalGeographic. The products range from plush toys and blind boxes to interactive robots and collector-grade figurines, targeting both children and adult collectors.

Robot toys are drawing attention at the expo. Robosen has launched a robot series featuring characters from "Toy Story" to mark the film's 30th anniversary. These robots not only enable voice interaction using original audio from the animation but also allow users to design custom movements via a supporting app.

SenseRobot, a home robotics brand under SenseTime, has introduced a chess-playing robot modeled after Officer Judy Hopps from "Zootopia." The robot offers four game modes, including Chinese chess, Go, international chess and Gomoku, enabling children to learn rules and strategies through built-in tutorials.

Alex Lin, vice president and general manager for Disney Consumer Products in Greater China and Korea, stated that Disney maintains a consumer-first approach. She said toys appeal to all age groups and that Disney aims to serve both nostalgic adults and younger consumers.

A robot toy of Buzz Lightyear from "Toy Story" developed by Robosen on display at the Disney booth during the 2025 China Toy Expo in Shanghai, Oct. 15, 2025. [Photo courtesy of The Walt Disney Company]

"We will focus on innovation for different occasions and play patterns for all ages from simple to high tech," she said. "We are developing new toy formats like robotics to make play more immersive, blending entertainment, and creativity; encouraging creation through model kits and handicrafts. We are also exploring how play influences all aspects of life — from fashion to food to home — and creating products that reflect this lifestyle connection."

Lin pledged to continue deepening partnerships with innovative Chinese toy companies by leveraging Disney's popular story content and characters to help partners expand into overseas markets. "In the past two years, many Chinese toy companies have successfully entered overseas market such Southeast Asia through its cross-border collaboration with Disney," she said.

The Disney booth features an extensive area dedicated to "Zootopia 2" and its merchandise ahead of the film's Nov. 26 release in China. Lin said Disney expects to launch over 2,000 new licensed Zootopia-themed products by year-end, with many of them on display at the expo.

Visitors flock to an extensive area dedicated to "Zootopia 2" at the Disney booth during the 2025 China Toy Expo in Shanghai, Oct. 15, 2025. [Photo courtesy of The Walt Disney Company]

"There's so much potential here in China. We're inspired, we're energized, and most of all — we're ready to play," said Disney's Alex Lin.

The expo also showcases a wide range of AI-powered talking toys at various booths, including interactive pandas and Tom from "Tom and Jerry." Manufacturers said the toys are designed to recognize human emotions and respond accordingly, aiming to build unique bonds and memories with their owners.

The China Toy Expo is being held alongside the China Licensing Expo, China Kids Fair and China Preschool Expo, spanning 230,000 square meters across all halls of the venue.

The event brings together 2,629 exhibitors from 41 countries and regions, including major brands like Lego, Pop Mart and Bandai. It features 5,426 brands and over 2,600 licensed IPs across 17 major toy categories, from trendy collectibles and AI smart toys to electronic and DIY toys. Upstream suppliers of raw materials and smart equipment are also present. The event runs through Oct. 17.

China's total goods trade reached 33.61 trillion yuan ($4.73 trillion) in the first three quarters of this year, with toy exports playing a growing role. Exports of holiday supplies, dolls and animal-shaped toys exceeded 50 billion yuan, reaching over 200 countries and regions, while Chinese original IP products such as blind box collectibles and model kits are emerging as a new highlight in foreign trade. 

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