2月8日，52TOYS首都机场店开业，作为首都机场内首家大型IP玩具品牌门店，其依托于"第一国门"独 特区位优势，凭借独具匠心的空间设计、丰富多元的产品矩阵以及贴心周到的服务，为往来旅客精心构 筑起一个集品牌展示、互动体验与便捷购物于一体的沉浸式玩具体验空间。 三大特色主题区亮相 沉浸式体验点亮航旅时光 52TOYS首都机场店位于T3航站楼C区29登机口旁，门店总面积超200平方米，精心规划出"猛兽匣区 域""52引力波航站基地""潮流IP乐园"三大主题空间。契合机场出行场景，门店将飞机舷窗、行李传送 带等航空元素巧妙融入整体设计，使得三大空间既各具特色又有机联动，让旅客在穿梭游览中尽享流畅 的IP沉浸式体验。 踏入猛兽匣区域，炫酷的光效交织，结构造型错落有致，勾勒出极具视觉冲击力的硬核机甲风格。区域 中心是傲然挺立的机械恐龙狄奥，瞬间抓住来往旅客的目光。该区域兼顾产品展示、互动体验与便捷购 买等多重功能于一体，尤其是大屏互动、沙盘演示、产品试玩等多元体验形式，让旅客在短暂的机场停 留时间里，快速感受到猛兽匣系列的魅力。 52引力波航站基地则采用复古航站楼的独特设计，从空间设计到材质选用，再到航站元素融合，打 ...

Core Insights - The "Crying Horse" toy, initially considered a defective product, has gained popularity among consumers, highlighting a shift in consumer behavior towards "interest consumption" where emotional value and personal resonance take precedence over traditional product quality [1][2] Group 1: Consumer Behavior Changes - Consumers are moving from a focus on "perfect products" to accepting "real expressions," valuing authenticity and emotional connection over traditional aesthetics [2][3] - The rise of products like "Crying Horse" reflects a broader trend where consumers seek items that resonate with their emotions and personal experiences, rather than just functionality [2][6] - This shift indicates a fatigue with uniformity in product design, leading consumers to embrace imperfections and unique expressions [2][7] Group 2: Market Trends in Toy Industry - The toy industry, particularly in the collectible segment, is witnessing a structural trend where brands are moving away from traditional aesthetics to embrace unique and sometimes "ugly" designs that resonate with younger consumers [3][6] - Brands like Pop Mart and 52TOYS are successfully creating characters that reflect diverse emotional states and personal experiences, allowing consumers to find connection and representation in their products [6][7] - The success of these brands is attributed to their ability to infuse personality, emotion, and storytelling into their products, transforming them from mere items into long-term value propositions [7][9] Group 3: Supply Chain and Production Dynamics - The ability of companies to quickly adapt production based on real-time consumer feedback is becoming crucial, as seen in the case of "Crying Horse," where rapid adjustments led to successful sales conversion [9][10] - The trend towards flexible manufacturing and small-batch production allows companies to respond swiftly to market changes, enhancing efficiency and reducing risk [9][10] - This flexibility is essential in a fragmented market where consumer preferences can shift rapidly, making it vital for brands to capture trends and adjust supply accordingly [9][10] Group 4: Implications for Brands and Retailers - Brands must evolve their product design, marketing strategies, and distribution channels to align with the growing consumer demand for emotional resonance and meaningful experiences [10][11] - Understanding the aesthetic language of younger consumers and establishing emotional connections are becoming key competitive advantages in the market [11]

Core Insights - The term "love yourself" has gained popularity among young people, leading to a rise in "self-gratification consumption" as a significant growth area in the market [1][10] - The emotional consumption market is expected to grow rapidly, with projections indicating a rise from 16.3 trillion yuan in 2022 to 27.2 trillion yuan in 2025, and surpassing 45 trillion yuan by 2029 [5][14] Market Trends - The emotional consumption market is diversifying, with trends including "self-gratification travel," immersive experiences, and seasonal activities like "ice and snow tourism" becoming popular during holidays [1][12] - Young consumers, particularly those born after 2000, are leading the trend, seeking experiences that fulfill emotional value rather than traditional sightseeing [3][12] Consumer Behavior - Over 90% of young people recognize the importance of "emotional value," and nearly 60% are willing to pay for it [5][14] - The rise of emotional consumption reflects a societal shift towards valuing emotional fulfillment and self-acceptance in the face of modern pressures [3][10] Product and Service Advantages - Chinese products and services are seen to have unique advantages in the emotional consumption sector, driven by creativity and strong manufacturing capabilities [6][19] - The global appeal of Chinese toys, such as the "Labubu," highlights a shift in perception of "Made in China" products, showcasing their ability to meet emotional and spiritual consumption needs [8][17]

Core Viewpoint - The QDF X ADTS Beijing International Art Design Toy Exhibition showcased 52TOYS' new and existing popular IPs, highlighting the introduction of the new LITTLE BUNS series, which is expected to enhance brand recognition and longevity in the market [1][2] Group 1: Product Launch and IP Development - 52TOYS presented the LITTLE BUNS series, created by artist San Shan, featuring characters that convey love and companionship, with significant characters including the "Bing Bing Rabbit" and "Mian Mian Bear" [1] - The LITTLE BUNS series is anticipated to gain higher recognition and long-term viability due to 52TOYS' comprehensive industry chain layout and global sales channels [1] - The company also showcased four major existing IPs: NOOK, CiCiLu, PoukaPouka, and NINNIC, with NOOK introducing two new products and PoukaPouka being favored for its warm and healing style [1] Group 2: Future IP Strategy - Starting in 2024, 52TOYS plans to increase its own IP reserves, with new IPs CiCiLu, PoukaPouka, and NINNIC set to launch in 2025 [2] - The introduction of LITTLE BUNS further enriches 52TOYS' proprietary IP matrix, indicating a strategic focus on expanding its brand portfolio [2]

Core Insights - The "QDF X ADTS Beijing International Art Design Toy Exhibition" concluded on December 14, showcasing the popular潮玩 brand 52TOYS and its new IP LITTLE BUNS, which generated significant consumer interest and sales [1][2] - 52TOYS is set to enhance its own IP portfolio starting in 2024, with plans to launch multiple new IPs globally, including CiCiLu, Pouka Pouka, and NINNIC by 2025 [2] Group 1 - The debut of the LITTLE BUNS series led to a buying frenzy, with fans queuing at the exhibition, indicating strong market response and brand strength in IP design and commercialization [1] - The company has a comprehensive industry chain layout and global sales channels, which are expected to boost the recognition and longevity of LITTLE BUNS [1] - 52TOYS continues to leverage the unique characteristics of its IPs to create diverse products that highlight each IP's essence [1] Group 2 - The QDF exhibition allowed 52TOYS to showcase its existing IPs like CiCiLu and NOOK while introducing LITTLE BUNS, injecting new vitality into the brand and the潮玩 market [2] - The exhibition featured engaging activities and a creative booth design, focusing on enhancing visitor experience and connecting with attendees through professionalism and creativity [2] - The company aims to adopt a long-term approach in developing more enjoyable products to bring joy and companionship to a wider audience [2]

Core Insights - The article highlights the significant growth of Chinese潮玩 (trendy toys) brands in overseas markets, particularly by泡泡玛特 (Pop Mart), which reported substantial revenue increases across various regions in Q3 2025 [1][4] - The trend of self-owned IPs going global is emphasized, with companies focusing on their own intellectual properties rather than licensed ones [1][4] Group 1: Revenue Growth - In Q3 2025,泡泡玛特's overseas revenue in the Asia-Pacific region grew by 170% to 175%, in the Americas by 1265% to 1270%, and in Europe and other regions by 735% to 740% [1] - The overall export of toys from China, including trendy toys, exceeded 500 billion yuan in the first three quarters of 2025, reaching over 200 countries and regions [1] Group 2: Self-Owned IP Expansion -潮玩 brand HERE奇梦岛 has accelerated the international expansion of its self-owned IPs like WAKUKU and SIINONO, successfully launching multiple pop-up stores in Dubai, Indonesia, and Thailand [2] - 52TOYS showcased its self-owned IPs at major international exhibitions, with its变形机甲猛兽匣 series gaining significant attention and sales in overseas markets [2][3] Group 3: Market Strategy and Localization - The transition from "product export" to "brand export" is noted, indicating a shift towards exporting IP, culture, and complete consumer experiences [4] - HERE奇梦岛 emphasizes the importance of deep localization for emotional resonance, which includes understanding local cultural symbols and social habits [5]

Core Viewpoint - The Southeast Asian market is becoming increasingly competitive for toy brands, with companies like Pop Mart, 52TOYS, and Miniso's TOPTOY expanding rapidly, while local brands like Mighty Jaxx are also gaining traction [3][4][21]. Group 1: Market Expansion - Pop Mart opened its largest store in Bangkok, attracting significant attention from both local and international visitors [1]. - 52TOYS has established a strong presence in Thailand, with plans to open 10 stores by December 2024, and reported a revenue of nearly 3 million yuan in its first month of operation [6][7]. - TOPTOY is also focusing on Southeast Asia, having opened its first independent store in Thailand and planning further expansion in the region [8]. Group 2: Competitive Landscape - The trend of opening stores in landmark locations has become a standard for Chinese toy brands entering Southeast Asia, with multiple companies replicating this strategy [3][4]. - Mighty Jaxx, often referred to as the "Southeast Asian Pop Mart," emphasizes artistic expression and limited edition collectibles, differentiating itself from other brands [10][11]. - The competition is not just among Chinese brands; local players like Mighty Jaxx are also significant contenders in the market [9]. Group 3: IP and Product Strategy - The success of toy brands heavily relies on the development and management of intellectual property (IP), with 52TOYS launching over 500 new SKUs annually, while also collaborating with over 40 global artists [19][20]. - Pop Mart aims to create new hit products, with potential future successes like CRYBABY designed by Thai artist Molly [23]. - The market is witnessing a shift towards established IP collaborations, as seen with TOPTOY's partnerships with well-known franchises, which may limit the development of unique brand identities [19][24]. Group 4: Market Trends and Projections - The IP toy market in Southeast Asia is projected to grow at a compound annual growth rate of 20% from 2025 to 2029, indicating strong future demand [21][22]. - The combination of expanding market demand and robust supply chain capabilities positions Southeast Asia as a promising region for toy brands [22].

Core Insights - The rise of trendy toys (潮玩) reflects a shift in consumer culture, evolving from niche collectibles to mainstream appeal, attracting a diverse audience across age groups [1][2] - The success of trendy toys is driven by innovative marketing strategies, including social media influence and the "surprise economy" created by blind box purchases [3][5] - The industry is experiencing significant growth, with companies focusing on IP development and creating engaging narratives to enhance consumer connection [5][6] Group 1: Market Dynamics - Trendy toys have transitioned from being popular among niche collectors to becoming a mainstream phenomenon, appealing to all demographics [1] - The character 拉布布 has gained immense popularity, becoming a cultural icon and even receiving a diplomatic title, showcasing the power of branding and celebrity endorsements [3] - The demand for creative and personalized products is increasing as consumers seek more than traditional toys, leading to a rise in the trendy toy market [2] Group 2: Consumer Engagement - The "surprise economy" through blind boxes enhances consumer excitement and encourages repeat purchases, as seen with 拉布布's popularity [3][5] - Social media plays a crucial role in promoting trendy toys, with unboxing videos and creative showcases driving interest and engagement among potential buyers [3] - The emotional connection consumers feel towards characters like NOOK highlights the importance of relatable storytelling in product design [2] Group 3: Industry Challenges - The secondary market for trendy toys is thriving, but issues such as scalping and counterfeit products threaten market integrity and consumer trust [6][7] - The rise of counterfeit products poses risks to brand reputation and consumer confidence, as buyers may unknowingly purchase fakes [7] - The industry must navigate challenges related to market fairness and product authenticity to sustain growth and consumer satisfaction [6][7] Group 4: Future Outlook - The trendy toy industry is expected to continue growing, with companies encouraged to invest in IP exploration and product innovation [5][6] - The shift from "Made in China" to "Created in China" signifies a broader cultural and economic evolution, positioning Chinese brands on the global stage [6] - The next decade presents both challenges and opportunities for the trendy toy industry, with a focus on developing unique paths for growth and consumer engagement [7]

Group 1 - 52TOYS showcased three new proprietary trendy IPs, CiCiLu and PoukaPouka, at the "2025 TOY HEART EXPO," enhancing its product matrix alongside the previously launched NOOK [1] - Since 2019, 52TOYS has been continuously developing its proprietary trendy IPs, including NOOK, Sleep, and Lilith, and plans to have 35 proprietary IPs by the end of 2024 [1] - The company has also established a sci-fi IP called "Beast Box" and a cultural IP named "Super Activation," indicating a diverse portfolio [1] Group 2 - 52TOYS emphasizes the diversity and differentiation of IP styles, creating various products based on the characteristics of each IP, which include static dolls, movable dolls, wind-up toys, transforming mechas, assembly toys, plush toys, and derivative peripherals [2] - By the end of 2024, 52TOYS will have 80 licensed IPs and has formed long-term stable partnerships with internationally recognized IPs like Disney, while also focusing on nurturing its proprietary IPs across trendy, sci-fi, and cultural categories [2] - The company announced the creation of a content ecosystem for the "Beast Box" IP, which includes novels, comics, and animations, facilitating cross-industry value-added opportunities [2]