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How Chashan's Teddy Bears Built a Top 100 Town
The plush toy industry is an important economic pillar industry in Chashan Town, Dongguan.
Jun 13th,2025
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DONGGUAN, CHINA — Ranked among China’s top 100 towns in the 2025 China Town-Level Economic High-Quality Development Research Report, Chashan Town has transformed from a manufacturing hub into an innovation-driven economic leader—with plush toys as its unlikely engine. Generating ¥35 billion annually from large-scale toy enterprises and supporting over 100,000 jobs, this sector exemplifies how tradition and technology can reshape regional prosperity. Economic Ascent & Industrial ScaleChashan’s rise to 67th in China’s 2024 Top 1000 Towns list—up one spot from 2023—reflects strategic investments in "Sci-Tech Innovation + Advanced Manufacturing." The town’s GDP grew 4% year-on-year in H1 2024, reaching ¥102.6 billion, while its toy industry cluster now houses ~1,490 enterprises, including giants like KingKong Toys and Haoqile. Established in 1985 with Dongguan’s first toy factory, the sector today produces 85% of China’s plush exports, spanning OEM manufacturing and original IP development. Star Enterprises & Global Reach- KingKong Toys (kingkongtoys.com): Founded in 2004, this BSCI- and ISO 9001-certified manufacturer exports plush toys globally, prioritizing ASTM/EN-71 safety standards. Its revenue growth mirrors Chashan’s export-oriented model, with 75% of products targeting North America. - Meilin Toys: Capitalized on "panda fever" with the hyper-realistic "Seven Treasures" doll, logging massive sales to zoos and retailers. These firms shifted from pure contract manufacturing to IP-driven branding, merging cultural storytelling with quality—a formula turning toys like the local-food-inspired "Dongguan Little Goose" into viral hits. AI-Driven ReinventionIn March 2025, Chashan signed a landmark pact with AI leader Shenzhen Bekerui Acoustics and its Toy & Infant Products Association to launch an "AI+ Plush Toys" industrial cluster. Key initiatives include: - Integrating voice recognition/synthesis with emotional companionship features using Bekerui’s "Qianyue" voice model. - Piloting smart toys with functions like health monitoring and bilingual education at Wanle Fairy Tale Co.. - Establishing industry standards and R&D platforms to help SMEs adopt AI, targeting 30% production efficiency gains by 2026. This tech pivot aligns with Dongguan’s citywide "AI+ Manufacturing" campaign to transition from "factory floor" to "intelligent hub". Vision for Sustainable GrowthChashan aims to solidify its "Plush Toy Capital" identity through: 1. Brand Elevation: Incentivizing OEM-to-OBM transitions via IP licensing and smart materials. 2. Cluster Development: Building integrated design-sales parks to attract global buyers. 3. Green Manufacturing: Expanding eco-certifications among manufacturers like KingKong Toys. Chashan’s plush-powered ascent—melding heritage craftsmanship with AI and cultural IP—offers a replicable model for industrial towns worldwide. As KingKong Toys and peers redefine play, this once-humble factory town now pilots a high-value, high-tech future.
