At the beginning of the new semester, “Nezha”-themed blind box pens, cola-shaped erasers, glowing rulers… these “toy-ified” stationery items, with their novel shapes and playful designs, have quickly become children’s “new favorites.” However, while they win children’s affection, these products—designed more for entertainment than for practical use—have sparked concerns among parents and teachers about “distracting from learning.” Behind them also lie issues such as consumption guidance and hidden safety risks that deserve attention.
Stationery “Toy-ification,” the New Campus Trend
On the afternoon of September 22, before the return-to-school bell had even rung, a stationery shop near an elementary school in Furong District was crowded with students. They carefully browsed the shelves, their chatter full of excitement—“Everyone’s collecting this blind box pen, I just need the last one to complete my set!” “This hamburger eraser looks so real.” “Guess what makes this ruler glow?” … The eager choices and animated exchanges of children have fueled the popularity of “toy-ified” stationery on campus.
In recent days, reporters visited stationery stores in Changsha and found that traditional pens, exercise books, and erasers were relegated to inconspicuous corners, while shelves were dominated by “toy-ified” stationery: Disney blind box pens with surprise designs, highly realistic food-shaped erasers, pens filled with liquid glitter… Products combining “stationery function” and “toy attributes” have become the main sellers.
“The blind box pens sell best—kids like collecting different characters, so they often buy several at once.” A stationery shop owner near a primary school in Yuelu District explained that after the semester started, blind box and decorative stationery accounted for over 60% of sales. Reporters also noticed that many products marketed themselves as “fun” and “novel,” with “toy-like” features outweighing practical use. Walking into a stationery shop feels more like entering a toy store.
Parents Worry About “Distraction,” Teachers Struggle with “Management”
Unlike the children’s delight, parents and teachers are filled with concerns about the trend. “After buying blind box pens, my child doesn’t want to write homework—just fiddles with the pen decorations and procrastinates endlessly.” Ms. Wang, a parent, voiced a sentiment shared by many. She found that since using “gimmicky stationery,” her child’s focus had noticeably declined, and homework errors had increased.
Other parents face similar challenges. “To complete a cartoon-themed stationery set, my child spent more than 200 yuan on stationery in a single month, which is wasteful and fosters a mindset of comparison.” Mr. Li was even more worried about safety: some stationery had small detachable parts that might be swallowed, while others with glowing features risked harming children’s eyesight with prolonged use.
Zhang, a third-grade teacher in Wangcheng District, observed that “fun stationery” has become a kind of “hard currency,” with food-shaped erasers the most common. “Children can’t resist playing with them during class, which not only affects their own focus but also distracts classmates.” In her view, once children get used to treating stationery as toys, even ordinary rulers and notebooks can become “distraction tools,” making classroom management more difficult.
Guiding Rational Consumption, Returning Stationery to Its Essence
Industry experts point out that stationery’s core function is to serve learning. If it strays from practicality and focuses solely on entertainment, it inevitably becomes a “disruptor” to studying. Only through joint efforts to guide stationery back to its original purpose can children focus on learning and grow healthily.
As the primary buyers, parents should guide children to adopt rational consumption habits. “Communicate with kids about what they truly need, prioritize basic branded items, and avoid blind boxes or oddly shaped products that easily distract.” Some parents shared their shopping principles: focusing on “practicality, safety, and eco-friendliness” while avoiding “trendy” or “competitive” purchases. The Provincial Consumer Council also suggested parents review current supplies with their children, create a shopping list, and reduce unnecessary repeat purchases.
Schools can also play a strong guiding role. At Zhang’s school, class meetings and parent-teacher meetings have been used to promote the idea that “simple stationery supports better learning,” with clear advice that “stationery doesn’t need decoration; students should avoid comparing or indulging in ‘toy-like stationery’ and keep their focus on studying.”
Beyond family and school cooperation, regulation and oversight are equally crucial. Experts recommend strengthening quality and safety checks on “toy-ified” stationery, focusing on risks like detachable parts and harmful light-emitting devices. Marketing practices also need regulation to prevent businesses from using tactics such as blind boxes to lure minors into overconsumption.
Declaration: This article comes from Li Chenghui, Hunan Daily All-Media Reporter; Li Zhi, Trainee Reporter.If copyright issues are involved, please contact us to delete.
