On one of China's leading e-commerce platforms, Taobao, searches for “senior-friendly toys“ jumped 124 percent year on year, with transaction volumes increasing by over 70 percent. Consumers aged 55 and above now make up a growing proportion of buyers, and their purchasing frequency is accelerating.

　　Seeing the expanding market, an increasing number of toy manufacturers across China are shifting their focus to meet the demands of older consumers.

　　According to Cheng Xin from Taobao's toys and collectibles team, the platform is seeing a wave of new shops selling toys for the elderly, with some newly established and many others converted from former children's toy stores.

　　“Toys are no longer just for children or symbols of pop culture. They are lifelong hobbies that can bring joy and mental enrichment to consumers of all ages,“ Cheng said, adding that Taobao plans to launch a dedicated category for senior-friendly toys, along with tailored operational support for the segment.

　　The rise of senior-friendly toys is not only creating new consumer demand but also catalyzing transformations across traditional industries.

　　Yunhe County in Zhejiang Province, widely known as China's “Wooden Toy Capital,“ stands out as a particularly striking example.

　　Building on decades of industrial experience, Yunhe is now integrating wooden toys with elderly care to develop an innovation-driven industry chain focused on cognitive wellness and entertainment.

　　The key to this transformation lies in shifting from “fun“ to “function.“ So far, local manufacturers have developed over 200 wooden toys designed to improve hand-foot coordination and help slow memory loss among older adults.

　　According to Yin Qian, president of Zhejiang Mimi Zhikang Technology Co., the company has developed over 100 wooden puzzle toys that are both entertaining and mentally stimulating.