Core Viewpoint - 52TOYS is actively expanding its portfolio of proprietary IPs in the toy industry, showcasing new and existing products at the 2025 TOY HEART EXPO, indicating a strong commitment to innovation and market presence [2][4][6]. Group 1: New IP Launches - 52TOYS introduced two new proprietary IPs, CiCiLu and Pouka Pouka, at the expo, alongside their existing IP NOOK. CiCiLu features ocean-themed products, while Pouka Pouka is characterized by a pink aesthetic [2][4]. - The new products include plush hangers and figurines for CiCiLu, and blind boxes and limited plush dolls for Pouka Pouka, catering to diverse consumer preferences [4][6]. Group 2: Existing IPs and Product Expansion - In addition to new IPs, 52TOYS also launched new products under existing IPs like NOOK and SEEK, demonstrating a strategy of continuous product development [4][6]. - The company has been consistently launching proprietary IPs since 2019, with a current total of 35 proprietary IPs by the end of 2024, including various styles such as fantasy and dark themes [4][6]. Group 3: Strategic Partnerships and Future Plans - By the end of 2024, 52TOYS will have 80 licensed IPs, including long-term partnerships with renowned brands like Disney and Crayon Shin-chan, while also focusing on nurturing its proprietary IPs [7]. - The company is set to enhance its IP ecosystem by developing content across various formats, including novels and animations, to create cross-industry value [7].