Mainland parents are paying increasing attention to the safety and quality of toys. The Hong Kong Trade Development Council conducted a consumer survey in eight major Chinese cities (Beijing, Shanghai, Guangzhou, Chengdu, Wuhan, Shenyang, Nanjing and Xian) from January to March 2014 in order to get an understanding of mainland parents’ consumption concept, purchasing behaviour and changes in demand. This survey report is an essential guide for any company involved in the toys and games sector. More