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Domestic and foreign toy makers are trying to tap the potential of "wit toys" for both adults and children on the Chinese market, although distribution needs to be improved, industry officials said.
Wit toys require thinking, analysis or even teamwork to achieve certain goals during the play.
"Consumers, especially younger ones, are looking for new ways of entertainment, as their fast-paced lifestyle continues to speed up while the idea of family and friends is enhanced," said Wu Mengshan, president of privately owned Shanghai Yinli Zhuoya Toy Co. Ltd. "Wit toys meet the demand for both relaxation and gathering with family or friends."
At the Toy China exhibition at Intex Shanghai, which ends today, about 10 percent of the more than 100 exhibitors from home and abroad presented their latest wit toys.
The 58-year-old Wu who started his business two years ago when one of his friends invented a puzzle game for adults called "The Strange Way." It received a positive response.
The game, priced at 35 yuan (US$4.20) per set, sells well in China and overseas and U.S.-based retail giant Wal-Mart has showed interest in carrying it, Wu said.
However, market conditions here have not been developed enough to secure the strong and substantial growth of wits toys within short period.
"Although the idea of wit toy has been promoted for three to four years, other business elements, such as distribution networks and product development ability, have not caught up," said Xu Quanning, secretary general of the Shanghai Toy Guild.
Zhang Jinzhu, sales manager of Weifang Perspectives Wit Toys Co. Ltd. in Shandong Province, said the company relies on existing sales channels. It is considering ways to develop more stand-alone store counters and outlets to promote its games, Zhang said.
"We understand that consumers have a clear purpose and independent idea when buying wit toys," Zhang told Shanghai Daily.
(Shanghai Daily August 19, 2002)
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