According to a report in China Daily on February 14, 2026
Beijing — China’s collectible toy market is entering a transformative phase as artificial intelligence (AI) is set to reshape how consumers interact with trendy toys, according to industry insiders.
Traditionally, collectible toys relied on aesthetics and rarity to drive demand. Buyers would unbox, photograph, and share their new items online, but engagement typically peaked early and then tapered off.
“Static toys have reached a ceiling,” said Jing Linyan, cofounder of AI collectible toy maker MarveLab. “The future lies in AI-driven characters that can interact, learn, and grow with users over time.”
China’s AI toy segment has already seen rapid expansion, with official data showing the market reached 24.6 billion yuan ($3.56 billion) in 2024 and estimated growth to 29 billion yuan in 2025. A recent government action plan further prioritizes collectible toys, projecting the segment could surpass 100 billion yuan ($14.5 billion) by 2027.
AI collectibles combine visually appealing designs and intellectual property (IP) strength with interactive capabilities. Unlike static toys, these AI-enabled characters remember user interactions, display evolving behaviors, and maintain long-term engagement. This shift is expected to extend the lifecycle of products and drive repeat purchases based on character vitality rather than scarcity.
MarveLab’s flagship series, RAGUS & WHITE, exemplifies this trend. The company recently completed an angel funding round led by Jinqiu Capital, co-invested by Shoucheng Holdings, with Wave Capital serving as exclusive financial adviser. Funds will support content updates, diversified product lines, gameplay innovation, and collaboration with artists to expand the character ecosystem.
“AI collectible toys are not simply static figures with tech features. They are dynamic characters powered by AI, designed to deliver rich experiences over time,” Jing said. “This approach positions the sector at the forefront of China’s next-generation consumer technology market.”
As the segment matures, industry observers expect AI-driven collectibles to become a key driver of innovation in China’s $11-billion-plus toy market, blending gaming, storytelling, and digital interactivity to capture the attention of both domestic and international consumers.