Elderly Toys: From Niche Category to a New Engine in the Silver Economy
As global aging accelerates, a once-overlooked consumer segment is rising fast—elderly toys are emerging from the fringe to become a key driver in the booming silver economy. Data shows that 89% of consumers buy toys for adults during holidays, with 20% specifically purchasing for seniors. The market potential for elderly-friendly toys is being unleashed, prompting many Chinese companies to expand overseas.
Hot Sales in Japan: Chinese Brand “MIMI Zhikang” Sees 50% Export Surge
Japan, the world’s most aged society, is now the most competitive frontline for elderly toys. MIMI Zhikang, a brand from Lishui, Zhejiang, has quickly seized this opportunity, focusing on brain-training wooden toys for the elderly. Founded in 2023, the brand rapidly gained traction in the Japanese market.
In Q1 2025, exports of MIMI Zhikang’s wooden toys rose 50% year-on-year. Products are now shipped to Japan, South Korea, and Southeast Asia. The brand has also partnered with five elderly care institutions in Japan, combining online and offline channels to expand market share.
Silver Economy Booms, Product Innovation is Key
MIMI Zhikang’s parent company, Zhejiang Jinma Crafts Co., Ltd., originally specialized in children’s educational wooden toys. In recent years, the company has pivoted strategically toward middle-aged and elderly consumers. It now operates six brands, including:
MIMI Zhikang (elder wellness)
MIMI Zhiwan (educational toys)
Youyou Elephant (teaching tools)
m&i (childcare)
Zhilǐ and TOPBRAIN (premium customization)
The company tailors products to suit preferences in different countries. For example, it has developed high-end chess pieces for the German market and established a dedicated kendama production line for Japanese consumers.
E-Commerce Demand Surges: Elderly Toys Move from Companionship to Therapy
Keywords like “elderly toys” are gaining popularity on Amazon and other global platforms. While individual unit sales remain modest, the profit margins are high. On China’s 1688 platform, most elderly toys are priced between ¥0.67 and ¥9.5, while retail prices on Amazon typically exceed $10 USD—a striking markup.
Two main product categories dominate the elderly toy sector:
Exercise-related: Standing ping pong, hand-grip balls, ring toss, punching trainers
Cognitive/brain-training: Number mazes, role-play games, smart chess boards, tabletop games
Studies show that moderate
“play therapy” can significantly reduce feelings of loneliness and depression in older adults, while improving physical and cognitive function. Such toys are especially useful in nursing homes and rehab centers.
Blue Ocean Market, But Genuine Elderly Products Are Rare
Despite the booming potential, the majority of products marketed as “elderly toys” are simply rebranded children’s toys. Research shows that less than 5% are truly designed with seniors’ physical, cognitive, and emotional needs in mind. Around 87% are just variants of existing children’s toys, lacking functionality and engagement for older users.
China’s elderly toy market is still in its early stages. In 2020, Beijing’s Tongzhou District saw the launch of the country’s first elderly toy specialty store, Lao You Suo Wan (“Fun for the Elderly”), nicknamed “the worry-relieving general store for seniors.” While it garnered public interest, it also highlighted supply-side gaps in the industry.
Policy Support & Bilateral Cooperation Boost Overseas Expansion
In the sixth China-Japan High-Level Economic Dialogue, both sides agreed to strengthen collaboration in elderly care and services—laying a policy foundation for further expansion by Chinese elderly toy brands into Japan.
For China’s export-driven businesses, the silver economy represents a golden opportunity. Those who can create truly age-appropriate, innovative products will be the first to capture this new consumer frontier in a global aging society.
Conclusion
What elderly people need isn’t just a nostalgic copy of childhood but a lifestyle that brings companionship, stimulation, and dignity. Toys are no longer just for fun—they are bridges to better health, connection, and self-worth. The next global consumer trend might just be hidden in these simple wooden toys.
