China’s Silver Economy Fuels Growth of Elderly Toys

China's burgeoning silver economy is significantly influencing the market for elderly-friendly toys, which are increasingly recognized for their role in cognitive care and emotional well-being. As this demographic expands, the demand for products designed specifically for the elderly is witnessing a notable surge.

Data reported by Xinhuanet in July 2025 reveals that searches for elderly-friendly toys on a major e-commerce platform surged by 124 percent year-on-year in the previous year, with transaction volumes rising over 70 percent. Notably, the percentage of buyers aged 55 and above has been steadily increasing.

This growing interest in specialized products illustrates a broader trend toward senior-oriented consumption, highlighting the growing momentum of the silver economy. As China continues to age and consumers upgrade their spending, the silver economy emerges as a critical driver of consumption growth.

As reported by the National Bureau of Statistics, by the end of 2025, China's population aged 60 and above reached 323 million. This demographic includes a substantial younger-old group, aged 60-64, who are primarily in good health, eager for social engagement, and remain active in both economic and social development.

According to the Blue Book of Silver Economy: Annual Report on the Development of Silver Economy in China (2024), the silver economy is valued at approximately 7 trillion yuan, equating to around 1 trillion US dollars and representing about 6 percent of China's GDP. Projections indicate that by 2035, this figure could expand to 30 trillion yuan, or roughly 10 percent of GDP.

Shifting away from traditional elderly care models that focus solely on basic living needs, more seniors are now pursuing spiritual and psychological fulfillment. With improving living standards, there is a noticeable transition towards products that focus on physical health, mental wellness, and emotional satisfaction, aligning closely with the evolving offerings of senior-friendly toys.

Current development in this market primarily targets functional categories such as physical exercise, leisure activities, and entertainment. Nonetheless, there remains robust demand for products that cater to dementia intervention, rehabilitation, and emotional companionship.

The diverse needs within the elderly population highlight the complexity behind the term 'elderly.' A healthy and active 65-year-old has vastly different requirements compared to an 85-year-old facing cognitive challenges. However, the market currently lacks truly innovative designs that address the physiological, psychological, and emotional needs of seniors.

While the market for elderly-friendly toys has yet to experience explosive growth, its potential for development is considerable. With ongoing advancements in product quality, heightened market awareness, and the establishment of standards, these toys are projected to become a key contributor to the silver economy.

Industrial clusters focusing on elderly-friendly toys are rapidly emerging in China. For instance, a September report by the China News Service noted that Yunhe County in Lishui City, Zhejiang Province, has pioneered a 'wooden toys + elderly care' model, achieving over 20 million yuan in annual sales that bolster the local silver economy.

As of 2025, numerous local toy manufacturers have begun diversifying into 'wooden toys + elderly health services,' launching hundreds of products designed to enhance seniors' hand-foot coordination and mitigate memory decline.

For foreign enterprises, China's elderly-friendly toy industry still presents ample opportunities for growth, particularly in areas like cognitive rehabilitation and intelligent companionship. International businesses that leverage their technological advancements, branding, and medical integration experience are well-positioned to capitalize on the silver economy's long-term growth.