Group 1 - The core trend in the industry is driven by IP and social engagement, with leading brands like LEGO, Pop Mart, Bandai, and miHoYo focusing on emotional connections with users through strong IP content and immersive experiences [2] - LEGO maintains the top position with a heat index of 1.93, leveraging classic building blocks combined with popular IPs from films and games, appealing to a wide age range [2] - Pop Mart is expanding its product categories and enhancing its brand experience, as evidenced by the opening of its global flagship store in Shanghai, which has generated significant social media buzz [2] Group 2 - Technology empowerment and scene innovation are key competitive factors, with brands like GİİKER, Ruolai, and Mideer making notable advancements in their respective niches [3] - GİİKER focuses on smart toys and games, introducing products that cater to parents' demands for STEAM education [3] - Mideer has successfully differentiated itself in the puzzle segment by developing products that incorporate Chinese historical stories and cultural themes, enhancing educational value [3]