China's first landmark cultural complex dedicated to chaowan (trendy toys) opened its doors in Shanghai on June 8.

Named the Art Toys Museum, the trendsetting space is located on the first floor of the iconic Oriental Pearl Tower. It aims to redefine how the nation's young folks engage with collectibles, pop culture and creative expression.

The venue features a dozen themed art toy zones and a dedicated cafe and social space, bringing together globally recognized brands and works of emerging artists.

Blending exhibition, collection and community interaction, the museum sets a new benchmark for cultural consumption designed for China's Generation Z — those born between the mid-1990s and early 2010s.

In 2024, art toys emerged as a defining trend in the youth market. Evolving from niche, anime-inspired collectibles into a full-blown cultural movement, the category now blends creative design, craftsmanship and emotional resonance.

Today's art toys serve not only as "emotional display pieces" for young consumers, but also as artistic canvases and collectible investments.

From Disney to Pop Mart, from limited-edition figurines to high-profile crossovers, the industry is developing into a sophisticated ecosystem fueled by a demand for personalization and "self-pleasing consumption".

It's in this dynamic context that the Art Toys Museum was launched, marking three industry firsts:

1. First themed art toy exhibition hall

Moving beyond the traditional toy store model, Art Toys Museum presents immersive exhibitions built around global top-tier brands such as Disney, Hasbro, Universal Studios and Warner Bros. Each brand has its own themed space — offering visitors close-up encounters with rare and exclusive collectibles.

2. First incubation platform for emerging designers

In collaboration with the China Toy & Juvenile Products Association, Art Toys Museum has established a dedicated zone for up-and-coming artists. This space provides both exposure and commercialization opportunities, with future plans including curated auctions — further highlighting the artistic and investment value of designer toys.

3. Largest collection of top IPs

Featuring over 20 top-tier intellectual properties — including Sanrio, Pokemon, Marvel and Pop Mart — the museum creates an immersive space that celebrates the convergence of pop culture, artistry and collectible passion.

Sources: Shanghai Observer, official WeChat account of Shanghai Oriental Pearl Media