Designer toy is a new culture that has emerged rapidly in China in recent years.It has attracted a large number of young consumers because of its unique design,limited distribution and collection value.However,the rap-id development of the designer toy market has also brought challenges to intellectual property protection.This paper discusses the challenges faced by the intellectual property protection of designer toys in China,and puts forward sug-gestions for improvement,hoping to provide reference for relevant personnel,so as to promote the healthy develop-ment of this industry.