Designed in China: Local Children’s Brands

Family shopping in China can start with a carefully chosen outfit or a playful collectible, each becoming a lasting reminder of a journey shared together. China’s shopping areas are often family‑friendly, with whole floors or sections dedicated to children’s clothing, toys, and entertainment. With so many options available, it can be overwhelming to know which brands to explore, so we asked our travel designers to highlight their favorite children’s brands that combine strong design identities, thoughtful quality, and meaningful stories.

These brands are all founded and designed in China, reflecting the creativity and cultural perspective of local designers while offering products that appeal to children and families alike.

Children’s Fashion

jnby by JNBY

Designed with children in mind rather than scaled-down adult clothing, jnby by JNBY has helped shape a more creative approach to children’s fashion in China. The brand is known for playful illustrations, unexpected details, and seasonal collections that encourage curiosity and self-expression. Drawing on the wider JNBY philosophy of “Just Naturally Be Yourself,” the clothing reflects a belief that childhood should be imaginative, independent, and full of exploration. The result is a wardrobe that feels distinctive without sacrificing practicality, making it a favorite among design-conscious families.

YeeHoO

YeeHoO approaches children’s clothing through the lens of early childhood. Best known for its focus on babies and young children, the brand emphasizes comfort, safety, and quality at a stage when these considerations matter most. Soft natural fabrics, understated designs, and careful attention to materials have helped establish YeeHoO as one of China’s leading premium children’s brands. Rather than chasing trends, it focuses on the everyday essentials that accompany children through their earliest years.

moodytiger 

Frustrated by the lack of comfortable performance clothing available for children, moodytiger’s founders set out to create activewear designed specifically for the way kids move. Inspired by Montessori principles and the belief that exploration is an important part of childhood, the brand develops clothing for activities ranging from swimming and cycling to hiking and tennis. Alongside performance fabrics and flexible construction, moodytiger incorporates bluesign®-approved materials and recyclable packaging, reflecting a commitment to both children’s wellbeing and the world they are growing up in.

M.latin 

M.latin brings a sense of imagination to China’s children’s fashion. Known for colorful collections, playful graphics, and expressive patterns, the brand encourages children to develop their own sense of style. Drawing inspiration from nature, everyday life, and illustrated storybooks, many collections feel almost like children’s books brought to life through clothing. The result is a playful aesthetic that celebrates individuality, creativity, and the small moments of childhood wonder.

Children’s Toys and Collectibles

POP MART

Few brands have shaped contemporary toy culture in China as dramatically as POP MART. Best known for its blind boxes, the company transformed collectible toys from a niche hobby into a mainstream phenomenon. Characters such as Labubu, Molly, and Skullpanda have become instantly recognizable across China, with new releases often attracting dedicated collectors eager to complete a series. For children, the appeal lies in the surprise hidden inside each box; for parents, it offers a glimpse into one of China’s most influential pop-culture trends.

TOP TOY

TOP TOY appeals to children, parents, and collectors alike. Created by the Chinese company behind MINISO, a favorite destination for stationery and small gifts, it brings together designer toys, building sets, figurines, and character merchandise. Its stores showcase everything from internationally recognized franchises to locally developed creations. Alongside familiar global characters, visitors can discover homegrown Chinese collectibles and emerging toy brands that are less commonly seen outside the country. A visit offers a window into the interests, hobbies, and characters capturing imaginations across China today.

For further inspiration for family shopping in China, explore our Local Luxury Brands, Shopping with Purpose, and C-beauty guides, or see our city guides to discover curated selections in Beijing, Shanghai, Chengdu, and beyond.

By Gabrielle Keepfer