Core Viewpoint - The article highlights the significant growth and market position of Blukoo, China's largest building block character toy company, emphasizing its successful transition into the building block character toy segment and the impressive revenue growth achieved in recent years [2][3]. Company Overview - Blukoo has successfully transitioned from the children's education sector to the building block character toy market, launching its building block character toys (block figures) and proprietary IP "Hero Infinite" in 2022. In 2024, the company achieved revenue of 22.41 billion RMB, a year-on-year increase of 155.6%, with building block toy revenue accounting for 98.2% of total revenue [2]. - The company's overall gross margin improved from 37.4% in 2021 to 52.6% in 2024, while marketing expenses significantly decreased. In 2023, the adjusted net profit turned from a loss to a profit, reaching 5.85 billion RMB in 2024, corresponding to an adjusted net profit margin of 26.1% [2]. Industry Insights - The building block character toy segment is the fastest-growing and most promising niche in the toy industry. The global market for character/building/block character toys experienced compound annual growth rates (CAGR) of 7.7%, 11.1%, and 20.5% from 2019 to 2023. In China, the CAGR for character/building/block character toys was 11.9%, 12.7%, and 49.6% during the same period [3]. - Blukoo maintains a strong market position, with a domestic market GMV of approximately 17 billion RMB in 2023, capturing a market share of 30.3%, ranking first in the industry. In the global market, its GMV reached about 18 billion RMB, with a market share of 6.3%, ranking third [3]. Growth Drivers - The growth of Blukoo is driven by a combination of IP strength, robust product offerings, and a primarily offline distribution network. The company has a relatively high concentration of IP, with two proprietary IPs and around 50 licensed IPs. The revenue contribution from the Ultraman IP is expected to decline, with projected sales of 10.96 billion RMB in 2024, a year-on-year increase of 96.8%, but its revenue share is expected to decrease by 14.6 percentage points to 48.9% [4]. - Blukoo has developed a diverse product portfolio with 682 SKUs by the end of 2024, targeting the 6 to 16 age group. The mainstream product price ranges from 9.9 RMB to 399 RMB, with popular products priced around 39 RMB. The company ensures product quality through strict selection and management of production partners, collaborating with leading third-party manufacturers [4]. - The offline distribution network is well-established, with 92.1% of revenue from offline distributors in 2024. The company collaborates with over 450 distributors, effectively covering all first- and second-tier cities and more than 80% of third-tier and below cities, penetrating deeper into the market [4].