Miniso helps rewrite toy sector story

Larger formats: Customers shop at Miniso Space – Miniso’s highest-tier store format – at a shopping mall in Zhengzhou, Henan province, on Aug 15. — Photo: Xinhua

THE global toy sector’s recovery is gathering pace, but the growth story is becoming increasingly uneven.

Toy sales across consumer intelligence platform tracker Circana’s 15 surveyed markets rose 9.5% year-on-year (y-o-y) in the 12 months through the end of June, while first-half (1H26) sales accelerated 14%.