Toy plays a key role in children's cognitive development and has a profound influence on children's physical and mental development.Although China has become the world's largest toy production and consump-tion country,there are few local toy brands with tradition-al Chinese elements and ethnic characteristics.This paper focuses on the inheritance and innovation of Tujia tradi-tional festival toys,and actively seeks the design method of integrating modern and traditional elements,aiming to find a local toy design path with traditional Chinese cul-ture and values.