Affected by the COVID-19, the demand of the global toy market in 2020 will be first suppressed and then increased. As the world's largest producer and exporter of toys, China's exports of traditional toys have changed from negative to positive since October 2020. By November, the export of products reached 210.48 billion yuan, a year-on-year increase of 6.8%. Looking forward to 2021, although there are signs of gradual improvement in market demand, as pointed out at the central economic work conference: "the world economic situation is still complex and severe, the recovery is unstable and unbalanced, and various derivative risks caused by the impact of the epidemic can not be ignored". There are still many uncertain factors in the toy market in the future. Therefore, we sort out the analysis and research of the problems generally concerned in the industry, hoping to be helpful to the production and operation of enterprises.