Everything about 52TOYS: releases, IPs and collaborations, business and retail.
Summaries are AI-generated
At a partner conference in Beijing, founder Chen Wei revealed 2026 plans to launch over 1,000 new items across 100+ IPs and seven categories. In 2024, the company reported 630 million yuan in revenue and a 39.9% gross margin, with IP licensing costs of about 45.755 million yuan.
In August 2025, POP MART reported 13.88 billion yuan in revenue, with its stock hitting a record high. The same month, TOP TOY, backed by MINISO, secured investment from Temasek at a post-money valuation of about 10 billion HKD. Major Chinese art toy brands like POP MART, Blokees, Kayou, and 52TOYS are rushing to list or file IPOs, accelerating their expansion into Southeast Asia.
Kayou resubmitted its IPO prospectus to the HKEX in April 2025. The company is developing film card products like 'Ne Zha 2' and expanding its IP matrix to 70 to reduce reliance on core IPs like Ultraman and My Little Pony, while attracting a broader adult user base.
52TOYS plans to list on the Hong Kong stock exchange, becoming China's third toy company to go public after POP MART and Blokees. The article compares POP MART's stock surge of over 11 times since February 2024 and its market cap exceeding 300 billion yuan, discussing the balance between IP monetization efficiency and incubation speed.
After its IPO, POP MART applied for defensive trademarks like 'PaoPao MaTe' to cope with the crowded toy market. The article compares the store expansion plans, IP strategies, and challenges faced by TOP TOY, 52TOYS, and X11.
52TOYS' MENGSHUOXIA launched a pop-up project at Happy Valley during the 2025 Golden Week and won the Top 10 Cultural Tourism Innovation Award at the 9th Jade Monkey Awards.
52TOYS attended the 10th International Film IP Licensing and Derivative Industry Development Summit and delivered a speech titled 'From IP to Product Power'.
52TOYS' original IP Lilith is appointed as the Trend Ambassador for the China International College Student Fashion Week. The collaboration features a design competition and a pop-up store, injecting trend energy into the event.
52TOYS announced that it will launch over 1,000 new products in 2026, covering more than 100 IPs, to strengthen its long-term growth momentum.
52TOYS launched the珍藏版 of the first official novel BEAST BOX: Metal Song at WF2025 Shanghai and debuted new products like 'Deathmatch' and 'Safe Zone'. Multiple异形 action figures and collaborations with Predator sold out quickly.
52TOYS upgraded its brand day to the 52TOYS Collectible Toy Day to promote the culture. CEO He Hao believes collecting culture helps improve China's toy market consumption structure.
