ABOUT US
LELIA
Founded in 1998 and headquartered in Chenghai, Shantou, Guangdong, Lelia has been deeply engaged in the toy industry for nearly three decades. Backed by three modern factories and two strategic offices, its products are widely available across the country. From a "toy manufacturer" to a "creator of emotional value", Lelia takes quality as the foundation, trends as the medium and innovation as the driving force, integrating its original aspiration of "guarding childlike innocence and delivering companionship" into the design and production of every product.
Development history
1998
• Establishing the Factory & Expanding the Market
Lelia Toys opened its first factory, starting toy production via overseas OEM.
2005
• Brand Creation & New Journey
The "Lelia Toys" brand was founded, beginning brand development.
2009
• Dual-channel Growth
Lelia Toys entered the Chinese mainland market with dual domestic/overseas sales channels.
2010
• Supply Chain Strengthening
Letongbao Trading was established to integrate global toy brands and build a top-tier supply chain.
2013
• KA Market Entry
Lelia Toys products entered major KA retailers including Walmart, RT-Mart, and CR Vanguard.
2014
• Complex Platform Launch
The "Letongbao" comprehensive shopping, experience, and entertainment platform opened.
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