Profitable hobby

Growing up in Tianjin, Sun Yonghao was shy and introspective and different from the other kids in his neighborhood.

But when the clock struck six in the evening, the bookish child would rush to the living room to watch his favorite cartoons.

The iconic Japanese series Gundam, created by Yoshiyuki Tomino and first aired in 1979 with its towering robots and epic battles in space, left an indelible mark on the young boy's mind.

The Gundam robots, detailed and powerful and each with their own rich backstory, felt like something straight out of a dream. "It wasn't just about the robots," Sun recalls. "It was the entire universe they created — the battles, the stories, the characters. There was a depth to it that I hadn't seen in other cartoons."

As the years passed, his love for Gundam only grew stronger, evolving from childhood fascination into something that would shape his entire future.

In the summer of 2002, at the age of 15, Sun finally realized a long-held dream. After saving his pocket money for an entire year, he had 220 yuan ($30.65) and made his first-ever purchase, an electroplated TV Wing Gundam Zero model.

That Gundam model became Sun's most treasured possession. It wasn't just something he displayed on a shelf — it became a part of his identity, a tangible connection to his childhood passions.

After completing his studies, Sun entered the automotive industry, where he worked for 13 years. As his career progressed and his income grew, so did his collection. Today, Sun owns over 2,000 Gundam models, which have cost him more than 1 million yuan.

"I love spending time with my collection, even though I'm busy with my job and my responsibilities as a husband, son, and father," he said. "For me, toys aren't just relics of the past — they're bridges to a timeless joy. The happiness they bring is the same joy I felt as a child."

Three years ago, Sun decided to leave the automotive industry behind and turn his lifelong love of toys into a career. He began sharing his collection on social media, where it quickly gained a large following.

Today, he is the chief operating officer of ILoveToy, a Chinese toy brand that started in 2008 with online shops before expanding into physical stores.

The company's goal was to create an immersive, hands-on shopping experience for its growing customer base. "We have tables and chairs in the stores, offering people a space to play with the toys," Sun said.

Now, ILoveToy boasts 18 stores in 10 cities across China, including Beijing, Tianjin, and Shanghai.

"I wanted to do something that would bring people like me happiness every day," he said. "Toys, particularly my Gundam collection, have always been a source of pure joy for me."

No longer just an occasional hobby, his passion for Gundam and toys has become an all-encompassing pursuit. Sun's collection has expanded to include rare action figures and limited-edition models. With each new addition, he finds deeper joy in preserving these pieces of nostalgia.

Zhang Yiyi, 32, also enjoys collecting toys. For him, it isn't just a hobby but a way to experience a carefree childhood he believes he never really had. "It is also a reminder that it's never too late to find joy in the little things," Zhang said.

Born and raised in Harbin, Heilongjiang province, Zhang now lives in Hangzhou, Zhejiang province, and is an influencer and toy designer.

"Toys can really help alleviate the stress and anxiety that come from life and work. They let me immerse myself and feel happy. Just having them on display at home makes me feel good. It's a way for me to release my emotions," said Zhang, who started collecting toys in 2021.One of his favorite series is from the animated movie franchise, Toy Story, which he described as "a world full of fun".

He said thanks to the rising popularity of designer toys, many manufacturers have made many toys and figurines, or collectibles, that are from his childhood.

Zhang has released 10 series of toy designs, including Yibeiji, featuring a chicken image inspired by his zodiac animal, the rooster, and Crazy Botanical Garden, featuring animated images of various plants.

"I created those images out of pure personal interest and I didn't expect fans to love them," he said. "The world needs toys, and so do the grown-ups, because who can live without joy and a little fun to pursue?"