In 2017, global franchise-licensed merchandise sales reached $271.6 billion, of which pure IP derivatives sales reached $121.5 billion. Founded in the derivatives industry for nearly two decades, founder Chen Wei has always known that brand originality is "hematopoietic cells."
On March 13, 2019, 52TOYS announced the completion of the A+ round of financing, with a financing scale of RMB 10 million. According to Tianyue data, this round of financing was led by 3,000 capital, and the previous round of Qiming Ventures led the investment. 52TOYS officially started operations in 2015, and in the same year, it received an investment of 15 million yuan in angel round. The financing is mainly used for product development and production, sales channel expansion and marketing.
52TOYS is an Internet social platform that integrates animation surrounding models, toy brands, talents and players. It focuses on toys and derivatives culture, and is a large-scale social platform in the vertical field for the purpose of cultivating the Chinese toy and derivatives market. At present, 52TOYS has a number of product lines such as BEASTBOX, MEGABOX, CANDYBOX, and “Super Activeâ€, as well as the original social e-commerce platform “Playing Eggsâ€.
Hobbies must have
Founder Chen Wei & CEO itself is a fan of the game. In 1999, when he graduated, he often used some products and comics from Japan and the United States.
After in-depth understanding, I found that the domestic market has never developed IP derivatives, so Chen Wei suddenly became an agent from ordinary collectors.
There must be hobbies, and it is possible to achieve different lives. Chen Wei's brand includes not only Japan's Bandai, the United States, McFarland, but also 80, 90 favorite "One Piece", "Naruto" and other big IP.
In 2009, Chen Wei, who has been engaged in trade for many years, realized that the crisis of middlemen had no own brand in his hands, and his waist was not hard. In order to seek transformation, he would fly to the mature animation exhibitions in Japan and the United States every year. Look for IP partners.
In 2013, the Chinese animation industry began to develop rapidly with the help of mobile Internet and capital. After more than five years, perhaps each segment has already produced its own head enterprise, but no one company can occupy it. Unshakable monopoly, not to mention the development of IP derivatives.
Founded 52TOYS
In 2015, Chen Wei and the founder of "Three Kingdoms" Huang Jin founded 52TOYS, and created their own brand by acquiring the IP license of the copyright party, and the other side to serve the animation and game IP operations of large enterprises.
Sky Eye Check: 52TOY core members
In the derivatives industry, the founder Chen Wei has been aware that brand originality is “hematopoietic cells†for nearly two decades. To attract more design talents, the company holds a prototype competition every year.
52TOYS official website, the company held a three-year prototype competition
According to incomplete statistics, in 2018, 52TOYS cooperation IP products include "Wu Huang Wan Sleep", "Chang Cao Yan Tuanzi", "Luo Xiaohei", "Foam Cat", etc., and 52TOYS original IP including "Lucky Astronauts" Dozens of series, such as "RAMEO than Heart Rabbit" and "Eggs", many of which will continue to be new this year.
In 2019, the brand IP includes "Crayon Shinchan", "Cherry Maruko", "My Hero Academy", original styling, and designer cooperation. After entering the market, CANDYBOX series products have won the favor of many channels and users, and accumulated a large number of user fans.
In the expansion of sales channels, the layout channel system covers different types of channels such as trendy boutiques, composite bookstores, cinema lines, convenience stores, unmanned retail, tourist attractions, etc. The number of online and offline channel terminals exceeds 3,000. Sales areas include mainland China, Hong Kong, Macao and Taiwan, Japan, North America, Southeast Asia and so on.
52TOYS domestic sales channel schematic
IP derivatives blue ocean market
According to a report by the Global Chartered Authorized Commodities Federation, sales of licensed goods worldwide reached $271.6 billion in 2017, with pure IP derivatives sales reaching $121.5 billion.
Disney, a foreign ancestor, has finally made a road of envy for countless detours. Every time it develops an IP, it is multiplied by multiples. On a global scale, internal derivative integration operations are more desirable. In the upstream of the industry chain, Disney has Pixar, Marvel, etc. In the broadcast channel, Disney has a media network covering a large audience, in the downstream derivative development, Disney's theme parks and resorts all over the world.
Source: iResearch
The most important thing is that IP derivatives are the most important means of realizing the entertainment market in the United States, Japan and other countries. They are already very mature industries, but they are still in their infancy in China. Just getting started means challenging opportunities.
In contrast to China's rapid development in the past few years, the rapid development of the Internet, the popularity of information, the freedom of consumption, the hand-made, model large IP derivatives are widely loved by collectors. In the new generation of parents, under the banner of the child, the bright and straight buy the toys you like and stop you and me.
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