China's booming market for toys tailored for senior citizens was underscored in a recent survey by Shanghai's Minhang District Consumer Rights Protection Committee, signaling a major shift in the nation's silver economy.

Reported by China Consumer News, the findings show that nearly 70 percent of seniors are actively seeking age-appropriate products designed to stave off cognitive decline, maintain physical dexterity and combat isolation. The surge in interest has prompted calls for official "age-friendly" product certifications and standardized difficulty ratings.

A third of those seeking information turn to community or senior activity centers and online shopping platforms. Offline retail stores also play a key role for about 20 percent of elderly consumers, according to the survey.

Notably, recommendations from family and friends, along with short video and social media platforms, are emerging as influential channels.

Affordability is a major consideration, as more than 70 percent of respondents prefer toys priced under 100 yuan ($14.65), with the most popular price point being below 50 yuan. However, a segment of consumers demonstrated willingness to invest in higher-quality products they find particularly appealing.

In terms of product types, creative handicraft toys are the most favored, followed closely by hands-on assembly kits and puzzle and board games. The primary motivation for purchase is clear: over 70 percent seek to exercise the brain and prevent cognitive decline, while activities to maintain hand mobility and provide light physical exercise are also important factors for a significant portion of seniors.

The survey also highlighted that ease of use is considered the most important product feature, with over 70 percent of respondents emphasizing "simple and easy-to-use operation".

Meanwhile, over 40 percent cited "reasonable price and good value" and a similar proportion prioritized "safe, nontoxic and reliable materials" as fundamental requirements in their purchasing decisions. These findings underscore the strong emphasis older consumers place on usability, affordability and safety.

Respondents also expressed clear expectations for a user-friendly and safe design that genuinely considers the needs of the elderly.

Seniors' preferences for challenge levels vary but lean toward "moderately challenging". After experiencing the toys on-site, participants had different perceptions of the difficulty. It is recommended that toy difficulty be graded so that individuals can choose an appropriate challenge level based on their own situation.

A strong majority — over 75 percent — expressed a desire for toys that facilitate social interaction.

The survey also indicated strong trust in quality certifications, with clear support for the introduction of a dedicated "age-friendly toy" label to guide consumers toward products that are safe, user-friendly and cognitively beneficial.

In light of these insights, the committee has proposed the development of dedicated certification standards encompassing safety, usability and efficacy. It further recommended the introduction of a scientifically calibrated system to categorize products based on difficulty level and functional purpose.

At the same time, companies are encouraged to develop product designs that foster social interaction and intergenerational integration, to better meet the needs of this growing market.