Core Insights - AYOR TOYS, a new player in the trendy toy market, appointed Tian Xuning as its global ambassador, achieving over 400 million yuan in sales on the first day, with 10 million yuan in just 6 minutes and 20 million yuan in 30 minutes [1] - The brand topped the trendy toy categories on major platforms like Tmall, Douyin, and Xiaohongshu, surpassing competitors like Pop Mart and TNT in monthly GMV [2] - AYOR TOYS was founded in June 2025 and received a 15% investment from Alibaba's investment arm in September 2025 [2] Company Overview - AYOR TOYS is owned by Hangzhou Yangyang Deyi Cultural Creative Co., Ltd., which has a founding team experienced in consumer industries and a small team of around 20 people [2] - The company operates through self-owned channels and has established a presence on major online platforms, including Douyin, Tmall, Xiaohongshu, and JD [2] Product and Brand Strategy - The company has its own IPs, including "Rabbit ShyShy" and "Bad Kid Kippo," with the "Shining World Series" plush toys achieving top sales on Tmall in August 2025 [3] - AYOR TOYS is expanding its external brand collaborations, recently signing three new IPs from the dodosugar brand [3][4] Marketing and Sales Strategy - AYOR TOYS employs a strategy focused on "distribution" rather than "fan economy," leveraging celebrity endorsements to drive emotional engagement and consumer interest [6][7] - The brand's ambassador, Tian Xuning, has a significant social media following, which has proven effective in generating buzz and sales [7][9] - AYOR TOYS targets a broad consumer base rather than just core trendy toy enthusiasts, aiming for a monthly GMV exceeding 100 million yuan by the end of the year [9] Industry Trends - The trendy toy market is shifting from a supply-controlled model to one that emphasizes consumer accessibility and experience, as seen in the strategies of established brands like Pop Mart [11][13] - Many brands are increasingly adopting celebrity endorsement strategies to enhance visibility and market reach [14][15] - The market is witnessing a significant expansion in consumer demographics, with the potential consumer base growing from a few million to hundreds of millions [10]