New Ray Toys Ltd was established in 1987. Its headquarters are in Hong Kong, with three major offices in Los Angeles, Italy and France. New Ray shops can now be found worldwide.
Innovative design and high quality underpin its success. The company produces mass-market toys, including accurate replicas of cars, bicycles, motorcycles, trucks, remote-controlled aircraft and sets based on real-world objects.
To understand its audience, New Ray participates in international toy fairs in Nuremberg, New York and Dallas. It engages positively with customers to learn their preferences for quality, appearance and price. Their feedback guides future production, keeping the company in step with its customers.
At the start of this millennium, New Ray Toys Ltd refreshed its corporate identity. The new international logo presents a young, dynamic and innovative company. Bright rays, symbolising joy and a presence in your life, replaced the previous blue-and-red contrast. Toy packaging now features rays of light on a blue background and the slogan ‘Toys for the Real World’.
New Ray welcomes those who are young in body and spirit. Its showrooms display the company's most popular and best-loved toys.