Taobao Maker Festival kicks off in Hangzhou on Thursday. [Photo provided to chinadaily.com.cn]

Tung said the festival carries the essence of the Taobao platform, which gives young Chinese people an avenue to freely express themselves and form a community with likeminded friends.

Jia Jinkai, who runs two toy studios-Litor's Works and W36 Toyland-on Taobao, agreed, saying the company's core consumers are women aged 25-40, who have the financial leeway to purchase palm-sized toys priced 500-900 yuan.

He said the designs are designed to address people's psychological need to get comfort and be pampered in an increasingly competitive environment.