Hong Kong based toy company Zuru is opening a new factory in China.
The new factory, four times bigger than Zuru's current factory, will allow the firm to expand the manufacture of its X-Shot line and automate more and more of the production process to reduce costs right the way through the supply chain.
"Our strategy, which continues to work for us, is to be at the same level of quality, design and function as the market leader but at half the price while continuing to deliver on our retailers margin," said director Nick Mowbray.
CEO Mat Mowbray added: “There are huge opportunities to deliver cost savings with automation, especially in light of labour costs increasing.
"Take Honda in Japan as an example, they are producing an entire motorcycle including the engine in 3,600 seconds. No one in the world can compete with that, not even in China. They have created incredible efficiencies with their factories and processes and this is an area that we can certainly excel at when it comes to our X-Shot line."