2010 held recently in China (Beijing) Education and Culture First Toy Fair Animation (the "Play Fair" is still the biggest bright spot appears in the toy area of high-tech competition, but has a strong tradition of Chinese culture, China did not Toys So out, and a wide range of traditional toys is unanimously welcomed by the child's parents.

Insiders pointed out that the increasingly fierce market competition, the traditional toy industry in China how to deal with competition, and embark on a path of development characteristics of China's traditional key to the development of toy industry

First, the traditional toys in style

Beijing Toy Association Zhaoqing Lan believes that traditional toys in China's traditional cultural heritage of development with unparalleled advantages. Traditional toys most important feature is its deeply rooted in Chinese culture and heritage features. Traditional Chinese toys contain a strong element characteristics, modeling simple, colorful, unique patterns, showing a high degree of subjectivity and arbitrariness, through the most concise language express emotion.

Zhaoqing Lan said that, far as Beijing in terms of traditional toys, traditional toys in Beijing, not only in traditional culture derived from folk tradition has a positive meaning, and culture of the court has some heritage significance. Second, the Chinese than the Western toys traditional toys, and more close to life.

Beijing artist Gu Xiaoling Toy Association, said the traditional toys in favor of Chinese children's mental exercise, physical strength, ability, cooperation in capacity development, entertainment can enhance the overall quality of the child. Such as paper cutting, dough figurines, beads and other traditional toys production, can give full play to the artist's subjective imagination of the participants is concerned, is greatly expanding its own space to play.

Gu Xiaoling also cite an example, playing Bo, a small boy, after the exhibition closed, not able to string beads finished their work. Gu Xiaoling would take him out, he produced hall teacher. And because the same subway, subway, under the guidance of Gu Xiaoling, the boy finally completed his work. The children love their extra work, because the production process, has his ideas in which all subjective. In terms of color or from the shape, the children are a small designer, creator. Gu Xiaoling said.

Traditional toys there is an important advantage is derived either from production or sales, all reflect the concept of environmental protection. Toys generally short life cycle of the West, while the input, whether it is human, material and financial resources are very large and it is a waste of resources. Moreover, this production more or less damage to the environment. In the traditional Chinese toys for the protection of the environment has incomparable advantages of Western toys, traditional toys, the use of recyclable materials and pollution-free, and many traditional toys both beautiful and practical. Zhaoqing Lan said.

From the above perspective, the traditional toy market in China still has considerable development potential. But today's toy market is still the west wind "overwhelming" east "of traditional Chinese toys still in terms of popularity and sales on the far western toys can not be compared. The problem is where?

Second, traditional toys to the times

Traditional toys have to update with the times. Improvements to the process, Beijing Toy Association executive director, said Li W, should be improved while retaining the traditional production process of national elements and keep the core technology. Improve toy production, while preserving the quality of the charm of Chinese traditional toys and features, this is the great advantage of traditional toys.

Improved less on traditional toys one of the important reasons fully, Li is the width of the old artists that create a positive lack of mobility. Some fine old craft artists, and not as a living, craft lost, abandoned, also contributed to the development of traditional Chinese toys reasons for bottlenecks.

Zhaoqing Lan said, and now Beijing Toy Association, arouse the enthusiasm of the old artist has also done a lot of positive efforts. It is reported that Beijing Toy Association, sent to carry out a number of related arts countryside "Traditional Arts into the campus" culture of Beijing folk crafts style Street "and other activities that carry out the significance, not only is toy production process of traditional Chinese heritage, which the old artists to enhance its own production process, craft has a positive meaning.

The sense of innovation in the design, Gu Xiaoling said in the traditional toy industry veteran artists have been some improvements in the development of the old process has done the work. For example, in the cutting area, Gu Xiaoling said in order to better adapt to modern children's aesthetic ideas, design a lot of characters from the cartoon image of a modern, such as Conan, Xi Yang Yang known these kids cartoon image has been no stranger to the cutting area .

Gu Xiaoling think that children, more subjective than the previous aesthetic sense of color choice, the choice of form has its own subjective ideas. Beads, the child will pick their favorite colors of beads string of their favorite animal image.

The development and promotion of traditional toys, Li W that traditional toys can not be ignored at present there is a status quo. To the current development of Chinese traditional toy run, the intensity is not enough. If you managed to carry out a number of after school classes to carry out learning activities in traditional toys, like children should be wide like the Li said. This issue, Zhaoqing Lan pointed out that the promotion of traditional Chinese toys, Beijing Toy Association has done a lot of work accordingly, for example, actively participate in the Beijing Exhibition of traditional toys and crafts skills, Wu Fair, hoping to expand the larger market for traditional toys . Traditional Chinese toy industry is only upholding tradition, and be innovative in the development of adhering to the traditional toy industry has a more fresh vitality. Zhaoqing Lan said.