Wooden toys form building blocks of global success story

Tapping into silver economy

Ma Dafei, born in 1974, is another Yunhe business owner who returned from studying abroad to join the wooden toy industry.

"Wooden toys have a deep connection with me. My parents were among the first group of workers at Yunhe Chishi Toy Factory, the birthplace of the local wooden toy industry. Although I didn't attend kindergarten, I often visited the toy factory and played with the wooden toys there," he said.

Ma returned to Yunhe in 2002 after studying in the United Kingdom, and started his own business. In 2006, he created his own brand, launching a series of bamboo products under the concept of eco-games, which were well-received in foreign markets.

Beyond innovating with materials, Ma also saw an opportunity to combine wooden toys with the silver economy.

"China, like Europe, the US, and Japan, is rapidly aging. So, there's a huge market in the silver economy," said Ma. "In 2019, we saw potential in wooden toys for seniors. When we showcased some samples at the Guangzhou International Elderly Health Industry Expo that year, the positive feedback we received solidified our confidence in developing these toys.

"Senior users need larger sizes and bold fonts due to larger hands and poorer eyesight. Instead of cartoon designs, seniors prefer auspicious patterns from Chinese culture," Ma explained.

"Our toys target retirees, who often suffer from loneliness, which may lead to psychological issues or cognitive decline. So, many of our products are designed for two or four players to encourage social interaction."

Ma's company collaborates with the brain health research team at Xi'an Jiaotong University's Health Science Center to study toys' impact on brain health and Alzheimer's prevention. The research shows that these toys can have a positive influence on health, said Ma.

Jiang Zhen, deputy director of the local civil affairs bureau, said that Yunhe has been integrating elderly health services with wooden toys.

"We have successfully held six consecutive provincial and municipal senior wooden toy competitions. In 2024, Yunhe established senior wooden toy experience centers in 12 elderly care institutions across the county. These toys have become quite popular among seniors," Jiang said.

"Overall, the senior wooden toy sector is still in its early stages, whether in research or market education. But the future potential, both domestically and internationally, is enormous," Ma added. "Last year, we visited elderly care institutions in Europe and found that their needs are similar to those in our domestic market. We brought some of our senior wooden toys there, and they were well-received. We have already seen exports of our senior wooden toys to Europe and Japan."