Core Viewpoint - 52TOYS, a Chinese toy company, has submitted its prospectus for an IPO on the Hong Kong Stock Exchange, aiming to capitalize on the growing market for IP-based toys and collectibles [1] Company Overview - Founded in 2015, 52TOYS has developed a full industry chain from IP incubation to product development and sales, with over 2,800 SKUs and an annual launch of 500 new products [2] - The company has rebranded to "乐自天成" and operates under three main product lines: "52TOYS," "52TOYS GIFT," and "52TOYS LAB" [2] Financial Performance - Revenue for 2022, 2023, and 2024 is projected at RMB 4.63 billion, RMB 4.82 billion, and RMB 6.30 billion, respectively, with a compound annual growth rate (CAGR) of 16.7% [3] - Net losses for the same years are expected to be RMB 1.71 million, RMB 71.93 million, and RMB 122 million, while gross profit is projected at RMB 1.34 billion, RMB 1.95 billion, and RMB 2.52 billion, maintaining a gross margin of approximately 40% [3] - Revenue from overseas markets is expected to grow significantly, from RMB 35.4 million in 2022 to RMB 1.47 billion in 2024, representing a CAGR of over 100% [3] Revenue Composition - Over 60% of 52TOYS' revenue comes from distributors, with income from distributors projected at RMB 3.08 billion, RMB 2.99 billion, and RMB 4.21 billion from 2022 to 2024 [3] - The reliance on licensed IP is significant, with licensed IP revenue increasing from 50.2% in 2022 to 64.5% in 2024 [3] Market Position and Competition - 52TOYS ranks second among domestic multi-category IP toy companies based on GMV, competing with established players like Pop Mart and Blokus [2] - The global market for IP derivatives is expected to grow from RMB 1.02 trillion in 2020 to RMB 1.4 trillion in 2024, indicating a robust growth trajectory [5] Strategic Initiatives - The company is focusing on expanding its overseas presence, having initiated a plan for 100 stores in North America and Southeast Asia [6] - To reduce dependency on single IPs, 52TOYS aims to diversify its IP portfolio and enhance its IP operation capabilities [6]

2022年至2024年，乐自天成分别实现收入4.6亿元、4.82亿元、6.3亿元。与泡泡玛特不同的是，乐 自天成主打授权IP产品的开发及销售。该公司授权IP蜡笔小新相关产品2022年至2024年GMV（商 品交易总额）超6亿元，占2022年至2024年三年总收入比重近40%。 在行业激烈竞争格局下，如何多元布局授权IP、授权IP和自有IP如何平衡、自有IP产品如何提升市 场占有率等，或许是乐自天成需要思考的问题。 01 授权IP营收占比逐年提升 根据灼识咨询，按2024年国内市场GMV计算，乐自天成在国内多品类IP玩具公司中排名第二位。乐 自天成提供如静态玩偶、可动玩偶、发条玩具、变形机甲及拼装玩具等多品类不同形态产品。 IP方面，乐自天成产品IP主要分为授权IP（如猫和老鼠、蜡笔小新）和自有IP（如猛兽匣变形机 甲、胖达幼）。截至2024年末，乐自天成授权IP为80个，自有IP为35个。截至2025年5月19日，乐 自天成SKU（最小存货单位）数量近2800个。 来源|中国证券报 5月22日，乐自天成（又称"52TOYS"）向港交所递交招股书，计划赴港上市。这是继泡泡玛特、布 鲁可之后，又一家奔赴港股的知名 ...