Gifts / Sports & Toys

Beijing in April is the best time to go out and enjoy flowers, and this derivative also drives the vitality of the trendy play industry. On April 17, the famous domestic fashion brand ViViCat teamed up with Bubble Mart to hold a grand signing event for Robin designer's new products at the Bubble Mart store on Changyingtian Street, Longhu, Beijing.

Then on May 21, Tencent invested in ViViCat, a fashion company, holding 30% of the shares.

ViViCat is the copyright image of Beijing Cat Cat Culture Media Co., Ltd. It was created by the professor, artist, animation director, and sculpture designer Guo Bin (Robin) of the Central Academy of Fine Arts. "Guardian" and many other excellent animation directors.

In addition to ViViCat, Maomaojia Media also operates many IPs including "Pet Hotel" and "Sunny Town", and has multiple business lines such as animation production, short video, and derivative development. According to relevant media, hundreds of thousands of diehard fans have been cultivated since the launch of the ViViCat blind box in 2019.

Tencent has an early layout in the trendy play field. Among them, Tencent ISUX User Experience Design Department invited global well-known trendy play brands and artists as early as 2019 to hold the first QQ Trendy Play Show, and built a QQ trendy play platform based on the IP image of Tencent QQ Penguin , Owns a number of original IP brands such as QQfamily, PupuAliens, QQ Huanglian and so on. In addition, Chuangmeng Tiandi, a Hong Kong-listed company some time ago, also announced that it has signed a 5-year cooperation agreement with Tencent for QQfamily and will open 150 QQfamily-themed offline stores within 3 years.

In addition to Tencent’s deployment in the trendy game field, with the help of the "blind box fever", the trend of trendy games is burning more and more. According to iiMedia Consulting's data, China's trendy play market has reached 29.48 billion yuan in 2020, and is expected to further increase to 38.43 billion yuan in 2021. According to the Tianyancha app, there are at least 800 related companies in my country by the end of 2020.

Due to the low threshold and easy duplication of the "IP+Blind Box" play, in recent years, all IP companies, toy manufacturers, offline retailers, video platforms, food brands, beauty brands and even museums have all come to an end. Participants are becoming more diverse. In the capital market, apart from Chaowan’s first share of Bubble Mart, at least 11 Chaowan companies have completed new financing since 2020.

In addition, traditional toy manufacturers are all in the trend of playing, and Aofei and other toy manufacturers have also tasted the sweetness of blind boxes. Among them, Aofei has achieved sales of "Onmyoji" blind box related products in 3 months. Over 2.5 million pieces, with sales exceeding 30 million yuan.

Bangbao Yizhi also closely followed the trend of the trendy play and launched IP blind box products such as "Cherry Little Maruko", "Three Squirrels", "Peking Opera Cat", and "Oringa Question Mark Duck". It also obtained the IP authorization of the domestically-made super popular animation "Douluo Dalu" under Shanghai Tencent Penguin Film and Television Culture Communication Co., Ltd. to develop blind box series products.

Gaole shares successively launched Disney TSUM TSUM "Dessert House" series of mini doll blind boxes, Disney MULAN "Mulan Congjun" series of doll blind boxes, Disney TSUM TSUM "Box in the small world" series of blind boxes and other series of fashionable products.

Alibaba Pictures also took advantage of the fire of "Hometown Love" and "Shanhe Ling" to launch a new fashion business brand: KOITAKE to further develop this field.

In addition to the above companies, the Chaowan market also gathers platforms, channels, products including TOP TOY, KK Group, Chenguang Stationery, QQfamily, B Station, IP Station, Ai Man, 52toys, Mengqi, Twelve Buildings, etc. Wait for the head player.

Perhaps, the competition in this market has just begun.