Hape Holding

Hape Establishes New Trade Subsidiary in China

On Feb. 28th, 2022, Hape Holding AG (hereinafter referred to as Hape) established another wholly-owned trade subsidiary: the Toynamics China Ltd. (referred to as Toynamics China hereafter). This new subsidiary takes on full responsibility of Hape’s domestic business – as well as that of its various sub-brands – aiming to provide yet more high-quality,eco-friendly and educational toys to its Chinese consumers, advanced support to parents via its education methodology and better overall services. In the middle of May this year, Toynamics China officially opened its doors in Ningbo, China.

Hape, with its world-leading capacity to design and manufacture high-quality educational toys, was established in Germany in 1986 by founder and CEO Peter Handstein. Currently, there are more than 40 Hape companies around the world, with over 2000 employees on the books. Hape® toys are sold in over 100 countries and regions.

As a major cultural consumer product, toys have earned more and more attention over the years, and the buying power has shifted to a new-generation of parents. According to the White Book of China’s Toys and Children Products Industry Development, the past five years have seen constant growth in the domestic demands for children’s toys with further potential foreseen – which further boosts the toy industry. Presented with such opportunities, Hape has made a strategic plan to expand its own market share, and we believe that China will be the territory in which the brand realise its long-term growth plans. Accordingly, no effort will be spared in the investments we make in our loyal and local consumers.

As the distributor of Hape, Toynamics China has built a team with two major departments:
The Online Sales department is responsible for channels such as Jingdong, Tmall, Douyin and other content marketing platforms, whilst the Offline Sales team takes charge of the four sales regions, KA channels and OEM business. Flanked by the Business Extension, Marketing, Commerce and Aftersales Service teams, Toynamics China will make a significant contribution to Hape’s global ambition of the 5 billion output value.
To celebrate Toynamics China’s establishment, Peter – the founder and CEO of Hape – sent his congratulations and expectations: “We have seen the resilience of China’s economy during the pandemic, and in the meantime we have also seen its potential. As the second largest consumer market in the world, China has continued to optimise the structure and quality of its economy. So, in the future, Hape must ride this wave in order to not only become the most influential children products producer around, but also to do some good for the people that have loved us over the past 30+ years.”