The B2B toy sourcing hub in Shantou, China covers 80,000 m² and will host up to 10,000 manufacturers
International sourcing platform On Top has completed the construction of its new sourcing hub in China, a 80,000 m² space set to be one of the world’s largest B2B sourcing platforms for the toy industry.
Located in Shantou, where an estimated 60 per cent of the world’s plastic toys are produced, the new sourcing hub serves as a central physical destination where international buyers – many from UK, Benelux, Germany, France, and the US – gain direct access to an extensive network of manufacturers, supported by dedicated, personalised guidance.
In the physical showroom, buyers can complete the entire sourcing process in one place. Here, they can explore products, assess samples, meet suppliers and negotiate pricing directly. Through the digital platform, buyers can analyse product data and build their assortments. Beehub Europe, based in the Netherlands, serves as its global strategic partner outside China and supports and coordinates the entire follow-up process: from selection and ordering to production, inspection, shipment, as well as after-sales.
By combining physical experience with digital capabilities, buyers gain direct access to production and economies of scale, helping them accelerate time-to-market and optimise their supply chains.
“The combination of online and offline sourcing is essential,” says Tom Chen, Global VP at On Top. “Buyers want speed and transparency, but also the ability to physically validate products. By bringing these worlds together, we create a more efficient and reliable sourcing process.
“Traditional sourcing models often lack the visibility and control required by European buyers. With this hub, we are building an infrastructure that brings production closer to the market while aligning with European requirements in compliance, quality and service.”
The hub will host up to 10,000 manufacturers. While the current location welcomes between 8,000 and 9,000 international visitors annually, this number is expected to increase significantly at the new location. On Top’s offering reflects key global toy trends, ranging from outdoor and sports products to educational and STEM toys, as well as classic categories such as dolls and pretend play, complemented by fast-growing segments including vehicles and electronic, interactive AI toys. In doing so, On Top connects buyers with suppliers capable of providing flexible production solutions, such as OEM (private label) and ODM (custom product development).
