In 1972, Choi was a 25-year-old toy salesman opened his first toy factory. Within five years, his Business had grown to 300 employees. He began his relationship with toy giant, Mattel, Inc. during his first decade in Business. Before long, his company was Manufacturing Snoopy merchandise for Mattel.
Choi is the founder and chairman of Early Light International (Holdings) Ltd., the largest manufacturer of toys in the world. He is nicknamed "the King of Toys". Choi is self-made, having started his professional life as a toy salesman, and is on the Forbes list of Hong Kong's 40 richest people, and No.564 in the world in 2011.