Shandong Boshi'ai Stationery Co., Ltd.

Interviewee: Sales Director, Tang Bowen 

In the children's creative toy market, safety and innovation are enduring priorities. As a national high-tech enterprise, Shandong Boshi'ai Stationery Co., Ltd. (Bothidea) has adhered to the tenet of "Quality is life, safety as the foundation, and creativity as the wing" since its establishment in 1994. It has deepened its presence in niche segments such as ultra-light clay, wheat clay, and crystal clay, becoming an industry benchmark.

Recently, Sales Director Tang Bowen accepted an interview, revealing how the brand has built differentiated competitiveness through the dual drivers of "safety + creativity" amid fierce competition.

01 Safety First: Ultimate Protection from Materials to Standards

"Children are the future of the country, and nothing related to them is trivial," emphasized Tang Bowen. Bothidea regards safety as the cornerstone of its survival. Its products have passed both China's 3C certification and the EU's EN71 safety standards, with strict full-process control from raw materials to production technology. For example, the launch of wheat clay stems from accurate insights into three major market demands:

• · Escalating safety concerns: 
• Parents' worries about chemical components have driven Bothidea to develop natural materials.
• · Growing health awareness: 
• Antibacterial technology is applied to clay to reduce the risk of bacterial growth.
• · Preference for natural materials: 
• Environmentally friendly products such as wheat clay and rice clay align with the consumption trend of "returning to nature."

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Tang Bowen disclosed that Bothidea will develop more environmentally friendly materials in the future and build a "Future Safety" brand strategy. "Safety is not just the superposition of functions, but a redefinition of the concept itself," he noted. Taking foaming powder (vacuum microspheres) as an example, this core material not only enhances product ductility but also ensures non-toxicity and harmlessness, allowing children to create without hesitation.

02 Creativity Empowered: Upgraded Competition from "Toys" to "Experiences"

Facing the personalized and scenario-driven trends of consumer demand, Bothidea has abandoned the traditional approach of "SKU stacking" and instead built an "adaptive system" – capturing demand pain points through market research and transforming user feedback into scenario-based solutions. Tang Bowen explained: "What we deliver is not just a box of clay, but a creative solution tailored to the unique needs of each family." For instance, a "Family Creation Set" is launched for parent-child interaction scenarios, and a "STEAM Clay Course Package" is developed to meet educational needs.

In the field of IP cooperation, Bothidea adopts "in-depth co-creation and development" as its core model, leveraging IP as a cultural carrier to elevate products into emotional experiences. Tang Bowen revealed: "Our cooperation with well-known IPs is not just simple co-branding, but joint design of storylines and scenario-based gameplay, making clay a medium for emotional connection." For example, a "Character Creation Set" was launched in collaboration with an animation IP, enabling children to recreate animated characters or freely design new ones, enhancing their sense of immersion and accomplishment.

03 Market Breakthrough: A Four-in-One Strategy Cutting Through Industry Homogeneity

How to stand out amid homogeneous competition? Bothidea has proposed a four-in-one strategy of "Safety, Creativity, Growth, and Companionship":

· Safety: 

Build trust through dual certifications and environmentally friendly materials;

· Creativity: 

Stimulate imagination with scenario-based products;

· Growth: 

Design age-appropriate products to match children's cognitive development stages;

· Companionship: 

Launch parent-child interaction sets to strengthen family emotional bonds.

Tang Bowen emphasized that the core of this strategy is "user-centric innovation." For example, the brand collects parents' feedback through community operations to quickly iterate product functions, and cooperates with educational institutions to develop courses that integrate clay creation into children's aesthetic education. "We aim to be a 'creative partner' on children's growth journey, rather than just a toy supplier."

04 Industry Outlook: From a Trading Platform to a Hub for Value Consensus

Regarding the upcoming 120th China Stationery Fair (CSF), Tang Bowen expressed his expectations: "It should become a source of global innovation trends for cultural supplies, rather than merely a product exhibition and sales event." He suggested that CSF could add sections such as an innovation lab and trend forums to help enterprises gain insight into future demands. " Bothidea is willing to join hands with peers to build the fair into an ideological engine driving industry upgrading."

In the children's creative toy market, Bothidea takes "safety" as its shield and "creativity" as its spear, cutting through industry noise and building a differentiated barrier. From material innovation to scenario-based solutions, from in-depth IP co-creation to industry ecological collaboration, Bothidea's practices provide a valuable model for the transformation and upgrading of traditional manufacturing. As Tang Bowen put it: "Children's imagination is boundless, and our innovation is endless."

 About Shandong Boshi'ai Stationery Co., Ltd.

Founded in 1994, Shandong Boshi'ai Stationery Co., Ltd. is a national high-tech enterprise engaged in the design, R&D, production, and sales of clay products. Equipped with advanced technological equipment, the company mainly produces wheat clay, ultra-light clay, crystal clay, and foaming powder (vacuum microspheres) – a core polymer material. The company has successively been awarded honors including "Famous Trademark of Shandong Province," "Top 10 Settled Enterprises in 2020," "Council Member of China Industrial Antibacterial Association (CIAA)," "Member of China Toy and Juvenile Products Association," and "Member of China Stationery and Sporting Goods Association." In 2019, the company settled in Linyi Comprehensive Bonded Zone.