Recently, Chenghai toy industry was listed by the Ministry of Industry and Information Technology as a 'pilot unit for brand building in industrial clustersOne of the pilot units for brand building is also another national sign after being awarded the 'National Demonstration Base for Foreign Trade Transformation and Upgrading'. The pilot construction will further promote the technological reform and innovation of Chenghai toy industry and the construction of quality brands, enhance the awareness and reputation of the 'Chenghai Toys' regional brand, and promote the optimization and upgrading of Chenghai toy industry cluster and rapid and sustainable development. According to reports, by 2015, the Ministry of Industry and Information Technology will build about 50 regional brand cultivation demonstration zones across the country to give full play to the demonstration and driving effect. In recent years, Chenghai District has vigorously developed the toy industry and actively promoted the building of the regional brand of the toy industry cluster. The toy industry has developed rapidly and has a good quality brand foundation, which is in line with the national industrial development direction. Since the beginning of this year, the district has successively formulated relevant plans for applying for regional brand building of national industrial clusters, focusing on the toy industry, planning and designing around regional brands, establishing a brand evaluation and analysis system, giving play to the role of industry organizations, guiding companies to cultivate brands, and consolidate brand development Seven aspects, including bases, strengthening reputation and risk management, and building marketing and publicity platforms, strive to meet the requirements of regional brand building demonstration zones in industrial clusters. At present, Chenghai has developed into the only 'China Toys and Gifts Capital' in the country, a world-renowned toy and gift production base, and also the first national-level toy and gift export base, and a professional demonstration base for the transformation and upgrading of toys and gifts in the country's foreign trade. The collective trademark 'Chenghai Toys' has been recognized by the National Trademark Office and the International Bureau of the World Intellectual Property Organization, and has been successfully registered. Chenghai toys have gone to the world, with export coverage including Europe, America, Middle East, South America, ASEAN, Russia and other countries and regions. Chenghai toys occupy half of the world toy market with independent design, independent brand and independent production. In 2013, the annual output value of toys was 31 billion yuan, accounting for 40.9% of the total industrial output value of the district. According to the plan, on the basis of consolidating and carrying forward the title of 'China Toys and Gifts CapitalRegional brand.