Group 1 - The core point of the article is that Yuewen Group has strategically invested in the domestic plush toy brand "Super Vitality Factory," acquiring a 10% stake, marking the first case of mainstream investment in the vertical plush toy industry in China [1] - "Super Vitality Factory" is part of Hangzhou Lecheng Brand Management Co., Ltd., which recently underwent a shareholding change, with the previous sole shareholder, Cheng Han, exiting and three new partners entering with respective stakes of 70%, 20%, and 10% [1][2][3] - The company specializes in innovative plush toys using composite materials, including plush blind boxes and premium plush figures, and has successfully identified the trend of plush toys becoming trendy collectibles [4] Group 2 - Yuewen Group plans to collaborate closely with "Super Vitality Factory" on original toy IP development, aiming to launch new product lines in the second half of the year [4] - Yuewen's derivative product business has shown strong growth, with a projected GMV of over 500 million yuan in 2024, driven by popular IPs such as "The King's Avatar" and "Celebrating More Than a Century" [5] - The investment in "Super Vitality Factory" is expected to enhance Yuewen Group's competitiveness in the upstream and downstream of the trendy toy market, aligning with its focus on IP commercialization [16]

Core Insights - The domestic plush toy brand "Super Vitality Factory" has opened a strategic investment opportunity exclusively to the Reading Group, resulting in Reading acquiring a 10% stake in the company, marking the first publicly recorded investment case in the vertical plush toy industry by a mainstream investment institution [1][3] - The investment is part of Reading's broader strategy to expand its IP derivative business, which includes both self-built and investment approaches to commercialize IP in the derivative product sector [3][5] Company Overview - Super Vitality Factory, under Hangzhou Lecheng Brand Management Co., Ltd., transitioned from a plush toy supply chain company to a brand that provides comprehensive plush product solutions for international events, global IPs, and leading domestic brands [1] - The company utilizes innovative composite materials in its products, which include plush blind boxes and high-quality plush figures, and has developed original IPs such as "Cino," "Adou," and "Alber" [1][4] Investment Details - Following the investment, both companies plan to collaborate closely on developing original toy IPs, with new product lines expected to launch in the second half of the year [3] - Reading has been actively investing in plush toy companies to enhance its scale and diversify its product offerings, having already launched collaborative products like the "Reading All-Star Island Party" plush items [4] Market Outlook - According to the "Trendy Toy Industry Development Report," the retail market size for trendy toys in mainland China is projected to reach 110.1 billion RMB by 2026, with a compound annual growth rate of 24% [5] - Reading Group aims to position "IP commercialization" as a key focus area, leveraging its cultural content platform to penetrate popular industries such as plush toys and card games [5]

据36氪独家获悉，国内著名毛绒潮玩品牌"超级元气工厂"向阅文集团独家开放战略投资，交易完成后，阅文作为唯一外部投资方获得该公司10%股权。 "超级元气工厂"品牌所属的母公司杭州乐橙品牌管理有限公司为毛绒玩具行业公司，该笔投资是国内垂直毛绒玩具行业可查询的首例获得主流投资机构 的公开募资案例。 公开信息显示，超级元气工厂前身为毛绒玩具供应链公司，拥有自建工厂，长期为国际赛事、全球IP和国内头部品牌提供一站式毛绒产品解决方案。 超级元气工厂的产品使用"毛绒+万物"的创新复合材料，其产品涵盖复合材质毛绒盲盒、PPF精品毛绒手办等多种形态，包括当下大火的搪胶毛绒公仔品 类。该公司具备设计能力，掌握复杂的毛绒生产工艺，拥有"Cino""Adou""Alber"等多款原创IP，2024年多款产品销售跻身热销潮玩IP TOP 10。 本次投资是阅文衍生品业务扩大版图的一环。 作者 | 王毓婵 编辑 | 乔芊 作为位处 IP 产业链上游的文化内容平台，阅文也在通过 IP 衍生品业务切入毛绒潮玩、卡牌等热门行业。今年，阅文集团首次提出了要将"IP 商业化"作 为集团重点方向。 Cino魔法棋盘乐园系列毛绒盲盒玩偶 STOPPI ...