The Market Analysis And Innovative Design Research Of Green Toys

Taking the green toys as its subject of study, this paper deeply analyzes the development of the notion of green toys, and then summarizes the notion and its developing course. In the paper, the PEST and SWOT analysis methods are used to analyze and sum up the current developing situation and the competitiveness of green toys at home and abroad, and a prospect on the future development of this industry is made. Also, the basic methods and ideas of green toy designing are probed; on the basis of this, the methods to innovate green toy designing are put forward as well.In the first part, firstly, based on consultation of literature, investigations and analyses, various inspections are made to find out the causes leading to green toys; the notion of green toys are put forward and elaborated, that is, green toys are a category of newly developing toys produced under the guidance of the idea of green designing. Secondly, by combining the methods of field research and network survey, green toys are divided into two types-material environmental protection and theme environmental protection; and their characteristics to promote children’s physical and mental development are also expounded. In the second part, the PEST and SWOT analytical methods are applied. By utilizing the quantitative, qualitative analysis methods to make analyses from several aspects such as the politics, economy, society, technological level, their own competitive strengths and weaknesses, opportunities and threats, the present situation of the development of Chinese and foreign green toy industry and the existing different respective problems are summarized. Furthermore, taking the macro environmental factors into consideration, a reasonable prospect on the future development of green toy industry is made, and three development directions (to be dominant with science and technology, to strengthen their market development so as to promote the export market and to use the mode of brand development) are proposed. In the third part, by analyzing with examples on the essential elements of the design of children’s toys, and considering the design concept of green toys, the two ways to innovate green toy designing are put forward; they are innovation of function and innovation of material respectively. Finally, three green toys are designed by putting the ways to innovate green toy designing into practice, and a thorough analysis is made on them.The green toy is a new subject about which there are a lot of inadequacies in both the theoretical research and market analysis. The author of this paper for the first time takes social environment, economic background and other factors into consideration to accurately analyze and define the green toy market. The ways to innovate green toy designing proposed by combining the studies on the toy designing theory and the idea of green toy designing provide a strong theoretical basis for the direction of the development of the green toy industry, at the same time they also provide the guidance on innovative designs of green toys.