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Toys & games

Toys, dolls, and board games; ~80% imported from China.

Why it matters · Toy prices and holiday availability are acutely China-tariff- and freight-sensitive.

7

Inputs

23

Companies

5

Facilities

10

Source countries

How it's made

The process

  1. 01

    Resin & Component Production

    ABS/PP/PVC plastic resin, colorants and (for interactive toys) electronics, motors and coin cells are produced upstream.

  2. 02

    Molding & Forming

    Plastic parts are injection-molded; plush is cut and sewn; board-game boards/cards are printed and die-cut.

  3. 03

    Decoration & Electronics

    Parts are painted/printed (CPSIA-compliant, lead/phthalate-limited), and electronics/sound modules are inserted for interactive toys.

  4. 04

    Assembly

    Components are assembled, often with significant hand labor, in the Guangdong (Chenghai/Shantou) and Yangtze toy clusters.

  5. 05

    Safety Testing & Packaging

    Toys are tested for small-parts/choking, lead, phthalates and flammability (CPSC/CPSIA), then blister/box-packaged for Q4-heavy shipping.

Where it comes from

Country dependencies

Weighted share of upstream inputs sourced from each country.

CountryWeighted shareInputs supplied to toys & games
CNChina40%Lithium-Ion Battery Cells (Li-Co/NMC) · Plush Textile & Polyester Fiberfill (Stuffed Toys) · Toy Electronics / Sound Module +1
CACanada30%Lithium-Ion Battery Cells (Li-Co/NMC) · Toy Packaging (Printed Box / Blister) · Toy Plastic Resin (ABS/PP/PVC) +1
SESweden21%Toy-Safe Paint & Coatings (Lead-Free)
KRSouth Korea16%Lithium-Ion Battery Cells (Li-Co/NMC) · Plush Textile & Polyester Fiberfill (Stuffed Toys) · Toy Packaging (Printed Box / Blister) +2
MXMexico12%Plush Textile & Polyester Fiberfill (Stuffed Toys) · Toy Electronics / Sound Module · Toy Packaging (Printed Box / Blister) +2
VNVietnam11%Lithium-Ion Battery Cells (Li-Co/NMC) · Plush Textile & Polyester Fiberfill (Stuffed Toys) · Toy Electronics / Sound Module +1
THThailand8%Plush Textile & Polyester Fiberfill (Stuffed Toys) · Toy Electronics / Sound Module
INIndia5%Plush Textile & Polyester Fiberfill (Stuffed Toys) · Toy Packaging (Printed Box / Blister)
JPJapan5%Lithium-Ion Battery Cells (Li-Co/NMC) · Toy Plastic Resin (ABS/PP/PVC) · Toy-Safe Paint & Coatings (Lead-Free)
DEGermany (Federal Republic of Germany)5%Lithium-Ion Battery Cells (Li-Co/NMC) · Plush Textile & Polyester Fiberfill (Stuffed Toys) · Toy Packaging (Printed Box / Blister) +2

Shipped finished

Top finished-goods sources

Countries that ship finished toys & games directly to the U.S. — distinct from the upstream raw inputs above.

CountryU.S. importsShare of U.S. imports
CNChina$10.0B65%
VNVietnam$2.0B13%
MXMexico$1.3B9%
IDIndonesia$489M3%
JPJapan$310M2%
GBUnited Kingdom$167M1%
TWTaiwan$158M1%
THThailand$154M1%
INIndia$139M<1%
MYMalaysia$91M<1%

Who makes it

Supplier companies

23 companies in this supply chain, sorted by market share.

Amperex Technology Limited (ATL; headquartered Dongguan, Guangdong, China) is the world's largest manufacturer of LCO (lithium cobalt oxide) battery cells for consumer electronics, holding approximately 35-40% of the global smartphone and tablet cell market. ATL was founded in 1999 in Hong Kong and relocated primary operations to Dongguan. The company was acquired by TDK Corporation (Japan; TYO: 6762) in 2005 for approximately ¥10.5B — making a Chinese battery maker a wholly-owned subsidiary of a Japanese electronics conglomerate. ATL is the primary cell supplier for Apple iPhone (jointly with Samsung SDI), Google Pixel, Huawei smartphones, and virtually all major Android OEM devices. ATL's primary LCO cell manufacturing campus is in Dongguan, Guangdong; it also operates a major facility in Ningde, Fujian (the same city whose name gives CATL — Contemporary Amperex Technology Limited — its identity, though ATL and CATL are entirely separate companies). ATL is privately held within TDK and does not publish standalone financials; revenue is estimated at $5-7B+ annually.

Supplies these inputs

Lithium-Ion Battery Cells (Li-Co/NMC)

Replaceability

Substitutability 10% · 24 mo to replace

Business segments

  • Smartphone & Tablet LCO Cells65% rev
  • Laptop & Wearable Batteries20% rev
  • IoT & Specialty Cells10% rev
  • Emerging Applications5% rev
Eska B.V.
HQ NL25% share

Dutch maker of Eskaboard greyboard — the standard 100% recycled binder's board for hardcover books, ring binders, board games and luxury packaging; ~250,000 t/yr.

Supplies these inputs

Bookbinding Board & Cover Stock (Greyboard)

Replaceability

Substitutability 40%

Business segments

  • Graphic / Bookbinding Board
  • Games & Puzzles Board
  • Luxury & Rigid Packaging Board

Samsung SDI Co., Ltd. (Yongin, Gyeonggi-do, South Korea; KRX: 006400; ~KRW 20T revenue) is the battery manufacturing arm of the Samsung Group, producing cylindrical, prismatic, and pouch lithium-ion cells for consumer electronics (smartphones, laptops, tablets), power tools, and electric vehicles. In the consumer electronics LCO cell segment, Samsung SDI holds approximately 15-18% global market share. Samsung SDI manufactures LCO pouch cells at its Tianjin, China facility (primarily for smartphone applications) and cylindrical cells at Cheonan, South Korea. Samsung SDI is a co-supplier of Apple iPhone battery cells alongside ATL — Apple's dual-sourcing strategy for iPhones is the most sophisticated single-input procurement program in consumer electronics. Samsung SDI's EV battery business (NMC prismatic cells for BMW iX, Rivian, Stellantis) is growing faster than its consumer electronics segment.

Supplies these inputs

Lithium-Ion Battery Cells (Li-Co/NMC)

Replaceability

Substitutability 25% · 18 mo to replace

Business segments

  • EV Battery Cells & Packs50% rev
  • Consumer Electronics Cells22% rev
  • Power Tool & ESS Cylindrical Cells18% rev
  • Electronic Materials10% rev

LG Energy Solution, Ltd. (Seoul; KRX: 373220; ~KRW 25T revenue; spun off from LG Chem in 2020, IPO 2022) is one of the world's largest lithium-ion battery manufacturers with ~10% of the global consumer electronics LCO cell market. LGES produces LCO pouch cells at Ochang, North Chungcheong Province, South Korea and at Nanjing, China. Consumer electronics customers include LG Electronics (flagship G and V series smartphones, now discontinued), Google Pixel phones, and various laptop OEMs. LGES is primarily known for its EV battery business (NMC/NCMA cells for GM Ultium, Stellantis, Volkswagen, Honda) — its consumer electronics cell business is smaller and shrinking as the company prioritizes high-margin EV contracts. LGES operates a joint venture with GM (Ultium Cells LLC) building four US battery gigafactories.

Supplies these inputs

Lithium-Ion Battery Cells (Li-Co/NMC)

Replaceability

Substitutability 30% · 18 mo to replace

Business segments

  • EV Battery Cells (NMC/NCMA — Ultium & OEMs)65% rev
  • Energy Storage Systems (Grid ESS)15% rev
  • Consumer Electronics & Cylindrical Cells15% rev
  • Cylindrical Cells for EV (Tesla supply)5% rev

Murata Manufacturing Co., Ltd. (Nagaokakyo, Kyoto; TSE: 6981; ~¥2T revenue) is a Japanese electronic components manufacturer that acquired Sony Energy Devices Corporation (Sony's battery division) in 2017 for approximately $142M, inheriting Sony's 18650 cylindrical cell manufacturing expertise. Murata's battery division produces lithium-ion cells and battery packs for professional electronics, wearables, and medical devices. Murata's 18650 cells are used in some professional radio battery packs — the same cell format used in laptop batteries and early Tesla vehicles. Murata's battery manufacturing operates from Koriyama (Fukushima Prefecture), inherited from Sony. Despite the Sony heritage, Murata is a smaller player vs. Chinese Li-ion manufacturers in commodity applications but retains premium positioning in high-reliability professional electronics where Sony's quality legacy matters.

Supplies these inputs

Lithium-Ion Battery Cells (Li-Co/NMC)

Replaceability

Substitutability 35% · 12 mo to replace

Business segments

  • Capacitors (MLCC)42% rev
  • Inductors & Coils18% rev
  • Wireless Modules & Connectivity16% rev
  • Li-ion Battery Packs (Sony legacy)14% rev

Panasonic Energy Co., Ltd. (Osaka; subsidiary of Panasonic Holdings; TYO: 6752) manufactures cylindrical, prismatic, and thin lithium-ion cells. In the consumer electronics LCO segment, Panasonic holds approximately 5-7% global market share, primarily supplying laptop and tablet manufacturers including Panasonic's own TOUGHBOOK line. Panasonic's largest battery operation is its EV cylindrical cell joint venture with Tesla (Panasonic Energy of North America; Sparks, Nevada gigafactory) — but this produces NCA (nickel cobalt aluminum) cells for Tesla rather than LCO. Panasonic Energy's Kasai, Hyogo Prefecture Japan facility handles consumer LCO cell production. Panasonic Energy was spun off from the Panasonic Group battery operations as a separate entity in 2022 to enable more agile decision-making.

Supplies these inputs

Lithium-Ion Battery Cells (Li-Co/NMC)

Replaceability

Substitutability 40% · 12 mo to replace

Business segments

  • EV Battery Cells (Tesla Gigafactory Partnership)55% rev
  • Consumer Batteries (EVOLTA Brand)25% rev
  • Industrial & Commercial Batteries20% rev

Contemporary Amperex Technology Limited (CATL; Ningde, Fujian; SZSE: 300750; ~CNY 328B revenue) is the world's largest EV battery manufacturer by volume, primarily producing NMC and LFP cells for electric vehicles. CATL also manufactures LCO cells for consumer electronics as a smaller business segment, holding approximately 5% of the global consumer electronics LCO market. CATL's consumer electronics battery division competes with ATL (its corporate sibling — both trace roots to Ningde, and ATL's Ningde facility is in the same city as CATL's headquarters, though they are entirely separate companies spun from different lineages). CATL's LCO consumer cell business is not separately disclosed; it is likely a strategic hedge to maintain customer relationships with consumer electronics OEMs who also source EV batteries from CATL.

Supplies these inputs

Lithium-Ion Battery Cells (Li-Co/NMC)

Replaceability

Substitutability 35% · 18 mo to replace

Business segments

Fabless maker of low-cost audio/SoC chips for interactive toys, learning devices and consumer gadgets.

Supplies these inputs

Toy Electronics / Sound Module

Replaceability

Substitutability 45% · 4 mo to replace

Business segments

  • Audio / voice SoCs
  • Multimedia & gaming SoCs
  • Wireless audio & IoT
  • Microcontrollers

Major folding-carton and paperboard maker (SBS/CUK) for consumer goods packaging.

Supplies these inputs

Toy Packaging (Printed Box / Blister)

Business segments

  • Paperboard Mills
  • Folding Cartons & Foodservice
  • Sustainable Packaging Innovations

Vertically integrated Chinese petrochemical-to-polyester giant: ~20 Mt/yr refining, 12 Mt PTA, >3.5 Mt polyester.

Supplies these inputs

Plush Textile & Polyester Fiberfill (Stuffed Toys)

Business segments

  • Oil refining & petrochemicals
  • PTA & polyester intermediates
  • Polyester
  • Textiles & new materials

Third-largest ABS/styrenics maker (~1.35M t/a across 9 countries).

Supplies these inputs

Toy Plastic Resin (ABS/PP/PVC)

Replaceability

Substitutability 45% · 4 mo to replace

Business segments

  • Polystyrene
  • ABS & SAN
  • Styrene monomer & specialties

World's largest PET resin producer; produces 1 in every 5 PET bottles globally; operates 20+ PET production plants and 20+ recycling facilities across 5 continents; investing $1.5B to reach 750,000 tonnes/year rPET recycling capacity; named #1 PET/PBT resin company globally in 2025 evaluation

Supplies these inputs

Plush Textile & Polyester Fiberfill (Stuffed Toys)

Business segments

  • Combined PET Resin (World #1)40% rev
  • Fibers (Polyester)25% rev
  • Integrated Oxides and Derivatives20% rev
  • Recycling (rPET)15% rev

International Paper Company (Memphis TN; NYSE: IP; ~$19B revenue; world's largest paper and packaging company by revenue) acquired Weyerhaeuser Company's Cellulose Specialties business (including fluff pulp mills in Washington state and the Gulf South) in 2016 for $2.2 billion — the largest single acquisition in International Paper's history. The acquisition made IP the world's largest fluff pulp producer. IP's cellulose specialties (now called IP Cellulose Specialties) produces specialty fluff pulp from mills in Savannah GA, Georgetown SC, and Riegelwood NC. IP's fluff pulp supplies Procter & Gamble's Pampers, Kimberly-Clark's Huggies, and Unicharm's Mamy Poko globally. International Paper is simultaneously the world's largest producer of corrugated packaging (cardboard boxes) and a dominant producer of diaper absorbent fiber — two of the most-used single-use materials in the consumer products economy.

Supplies these inputs

Toy Packaging (Printed Box / Blister)

Business segments

  • Industrial Packaging (Corrugated)60% rev
  • Cellulose Fibers (Fluff Pulp)30% rev
  • Global Cellulose Fibers (Export)10% rev

China's largest TiO2 producer; ~14–17% global market share; operates both chloride and sulfate processes across 6 sites in 5 Chinese locations (~1,215 kt/yr capacity); acquired Venator's Greatham (England) plant in 2025.

Supplies these inputs

Toy-Safe Paint & Coatings (Lead-Free)

Business segments

  • TiO2 Pigment (China #1 — ~1,215 kt/yr)75% rev
  • Mineral Mining & Chemical Intermediates25% rev

LyondellBasell Industries N.V. (Rotterdam Netherlands; NYSE: LYB; ~$40B revenue; world's largest polyolefin producer by volume) produces meltblown-grade PP resins under its Moplen and Adflex brand families. LyondellBasell's Spheripol and Spherizone PP polymerization technologies enable production of specialty high-MFR grades with controlled molecular weight distribution for meltblown fiber production. LyondellBasell's Channelview TX, La Porte TX, and Rotterdam Netherlands PP plants are primary meltblown-grade production sites. LyondellBasell also produces metallocene-catalyzed PP grades (Metocene series) that compete with Ziegler-Natta-based meltblown resins by offering tighter molecular weight control. LyondellBasell holds an estimated 18-22% of global meltblown PP resin supply and is the most geographically diversified meltblown PP producer, with production across the US, Netherlands, Germany, and Italy.

Supplies these inputs

Toy Plastic Resin (ABS/PP/PVC)

Replaceability

Substitutability 65% · 4 mo to replace

Business segments

  • Polyolefins (PP & PE)55% rev
  • Intermediates & Derivatives25% rev
  • Refining12% rev
  • Technology Licensing5% rev

Dominant maker of small brushed/brushless DC motors for printers, cameras, automotive and appliances.

Supplies these inputs

Toy Electronics / Sound Module

Replaceability

Substitutability 40% · 4 mo to replace

Business segments

  • Automotive small motors
  • Appliance & consumer motors
  • Personal-care motors
  • Toy & hobby motors

Maker of low-cost microcontrollers and voice/melody ICs used in toys, appliances and greeting cards.

Supplies these inputs

Toy Electronics / Sound Module

Replaceability

Substitutability 45% · 4 mo to replace

Business segments

  • Microcontrollers
  • Voice / audio & melody ICs
  • Security / TPM chips
  • Automotive & industrial (ex-Panasonic semi)

World-leading paper-based packaging maker formed by the July 2024 Smurfit Kappa + WestRock merger; folding cartons and corrugated.

Supplies these inputs

Toy Packaging (Printed Box / Blister)

Business segments

  • Corrugated Packaging — Americas42% rev
  • Corrugated Packaging — Europe, Middle East & Africa38% rev
  • Consumer Packaging (WestRock heritage)14% rev
  • Paper (External Sales)6% rev

Where it's made

Facilities

5 facilities producing inputs that feed toys & games.

ATL Dongguan LCO Cell Manufacturing Campus (Guangdong)

CN

ATL (Amperex Technology Limited) · Guangdong · manufacturing

ATL's primary LCO battery cell manufacturing campus in Dongguan, Guangdong Province, China. Dongguan is the world's most concentrated single location for consumer electronics battery production — multiple ATL facilities occupy the Dongguan campus, employing tens of thousands of workers. The campus produces LCO pouch cells primarily for iPhone (Apple), Huawei, and other smartphone OEMs. Exact capacity is not publicly disclosed. A significant majority of global smartphone LCO cells originate within this one Chinese city. Source: https://www.atlbattery.com/en/about.html

LG Energy Solution Ochang Consumer Cell Plant (South Korea)

KR

LG Energy Solution, Ltd. · North Chungcheong · manufacturing

LG Energy Solution's Ochang, North Chungcheong Province campus produces consumer LCO pouch cells alongside cylindrical EV cells. Ochang is LGES's primary domestic manufacturing hub with multiple cell format lines. Consumer electronics LCO cell production at Ochang is declining as LGES prioritizes EV battery contracts over lower-margin consumer segments. The site also hosts LGES's small-format cylindrical cell lines for power tools and e-bikes. Source: https://www.lgensol.com/en/about/global_network

Murata Energy (Former Sony Energy Devices) Koriyama Plant (Fukushima)

JP

Murata Manufacturing · Fukushima Prefecture · manufacturing

Murata's battery manufacturing facility in Koriyama, Fukushima Prefecture — the former Sony Energy Devices Corporation plant acquired by Murata in 2017. This is the site where Sony continued lithium cobalt oxide battery production after inventing the LCO cell chemistry in 1991. The facility now produces small-format LCO cells (thin, flexible, coin formats) for wearables, hearing aids, and IoT under Murata branding. Koriyama is also the location of AGC Electronics' EUV photomask blank plant — coincidentally making Koriyama a concentration point for two entirely unrelated critical supply chains. Source: https://www.murata.com/en-us/about/newsroom/news/product/battery/2017/0801

Panasonic Energy Kasai Consumer Battery Plant (Hyogo)

JP

Panasonic Energy Co., Ltd. · Hyogo Prefecture · manufacturing

Panasonic Energy's Kasai, Hyogo Prefecture facility produces consumer-grade lithium-ion cells including LCO prismatic and cylindrical formats for laptop computers, tablets, and Panasonic industrial devices. This is distinct from Panasonic's EV battery gigafactory in Sparks, Nevada (NCA cells for Tesla) — the Kasai plant handles the traditional Japanese consumer electronics battery business. Kasai is one of Panasonic's oldest battery manufacturing sites, with lineage tracing to Matsushita Electric battery operations. Source: https://panasonic.net/cns/energy/company/base.html

Samsung SDI Tianjin LCO Pouch Cell Plant (China)

CN

Samsung SDI Co., Ltd. · Tianjin · manufacturing

Samsung SDI's Tianjin, China manufacturing facility produces LCO pouch cells for smartphone and consumer electronics applications. Tianjin is Samsung SDI's primary Chinese manufacturing base for consumer cell formats. The facility supplies Samsung Galaxy smartphone batteries and contributes to Samsung SDI's Apple co-supply arrangement. Samsung SDI Tianjin also produces some prismatic cells for energy storage adjacent to the consumer cell lines. Source: https://www.samsungsdi.com/about-sdi/global-network/detail.do