In a surprising trend within China’s vibrant toy industry, businesses are increasingly catering to senior citizens, driven by demographic shifts and changing consumer behavior.

Guan Weijiang, a long-time toy vendor from Yiwu, has reported a significant rise in online orders for toys specifically designed for older adults at his store, Xinyu Toy Flagship Shop, located on Tmall, China’s leading e-commerce platform.

Current data indicates that customers aged 50 and above constitute 30 percent of his consumer base, a notable increase from previous years.

The shift towards elderly-friendly toys began after Guan’s discussions with Cheng Xin, an operations manager at Taobao and Tmall, who highlighted the growing interest in this niche.

Searches for elderly toys have surged 124 percent over the last year, with sales increasing by 70 percent.

Popular items include fitness products and brain-training toys tailored for older users, such as wrist exercise balls and rotating bead puzzle cubes.

These products offer low-intensity physical activity and mental stimulation, crucial for older adults looking to maintain both physical and cognitive health.

Manufacturers in Yiwu, often referred to as the 'world's supermarket' for small commodities, alongside those in Chenghai and Shantou of Guangdong province, are adapting to capture this demographic.

While some companies are new entrants, many established children's toy brands are expanding their product lines to include merchandise aimed at older consumers.

Guan’s success reflects broader trends within China’s demographics.

Official statistics reveal that approximately 310 million people, or 22 percent of the population, are aged 60 or above, a figure set to grow by an additional 10 million each year over the next decade.

This aging population is projected to contribute to the silver economy, anticipated to reach 9 percent of China's GDP by 2035.

The market for senior-targeted products is being actively shaped by individuals such as Mr. Li, who recently purchased stress-relief squeeze toys and an AI chessboard for his elderly father.

Mr. Li noted the positive impact of these toys on his father's physical and emotional well-being, as they facilitate exercise and engagement.

Experts indicate that toys are serving as valuable tools for seniors, promoting social interaction and reducing feelings of isolation.

Li Simin, a traditional Chinese medicine doctor, emphasizes that engaging with toys fosters emotional well-being, especially when they resonate with the individual's interests and hobbies.

In response to this burgeoning market, Taobao is planning to establish a dedicated category specifically for elderly toys to further support this trend.

Data from Qichacha illustrates that 2024 has already seen a record number of 83,000 silver economy-related companies registered, marking significant growth in the sector over the past decade.

Industry analysts note that as spending patterns evolve amongst those aged 60-70, opportunities for innovation in aging-focused sectors, including smart home devices, travel services, and functional foods, are expanding.

The rise of the silver economy in China represents a new frontier for businesses, highlighting the need to cater to the specific desires and requirements of an aging population.