Gifts / Sports & Toys

Recently, according to the Shenzhen Public Resources Exchange Center, a land for amusement facilities in Dapeng New District with a land area of 533,400 square meters is to be listed for sale, with a starting price of about 1.058 billion yuan. The listing period of the plot is from August 12, 2021 to August 23, 15:00. According to the industrial development supervision agreement of the land on the Shenzhen land and mining rights trading platform, this project is named "Shenzhen Legoland Project" and is used for the construction of the Shenzhen Legoland Project. The land use period is 30 years.

The agreement also stipulates the overall indicators. For example, the total investment of the project should reach more than 4.7 billion yuan; the investment intensity of the project's fixed assets should not be less than 8,000 yuan per square meter; the number of visitors to the park for the first full year after the project is put into operation should reach 2 million Personnel requirements.

At present, Legoland that has been built and operated around the world is distributed in the United Kingdom, the United States, Japan, the United Arab Emirates, Germany, Denmark, Malaysia and other countries.

Shenzhen Legoland Resort is expected to be completed within four years. After completion, it will become the world's largest Legoland Resort. It consists of 1 Legoland theme park, 1 Legoland water park, and 3 Legoland theme hotels with a total of more than 1,100 Legoland themed rooms. , Will create a flagship Legoland with the most complete functions, the most innovative elements, Chinese characteristics and Shenzhen elements.

The predecessor of Legoland was under the Lego Group. In 2005, it was acquired by Merlin Entertainment, the largest tourist attraction operator in Europe and the second largest tourist attraction in the world. The latter holds a large number of other IPs and currently operates 130 tourism projects in 25 major countries and regions around the world. In June 2019, Lego’s parent company Kirkbi joined the Blackstone Group and the Canadian Pension Fund Investment Corporation (CPPIB) to acquire Merlin Entertainment for 4.8 billion pounds. Merlin Entertainment has accepted the tender offer, but the acquisition has not yet been completed. If this acquisition is successful, the Lego Group is expected to leverage the synergies between the retail business and the travel business to add another source of income, which will also help it to withstand the risks that may be brought about by changes in the toy market.

Classic Case

It has to be said that as the world's largest building block brand, Legoland can be regarded as a model of cross-border success in the toy industry. Looking at the whole country, what are the famous cross-border amusement operations?

▌Shanghai Disney

Backed by the super IP of world-class theme parks, Shanghai Disney received widespread attention on the day it was built. Shanghai Disney is the first Disney theme park in mainland China and one of China's largest modern service industry Sino-foreign cooperation projects. It is a theme park with a pure Disney style and a Chinese style.

Shanghai Disney's popularity is not only because it has moved the world's top theme parks into China, but also because it has brought more familiar animation products to the country.

From 2020 to 2021, due to the impact of the global epidemic, Shanghai Disney's revenue in 2020 will drop 46% year-on-year. Even so, Shanghai Disney is still the world's best large-scale theme park to recover since the epidemic.

The Disney Group's business includes four major sections: film and television entertainment, media networks, theme parks and resorts, and consumer products, with film and television entertainment as the core business section. Thanks to its own exclusive copyright resources accumulated over the years, despite the unsatisfactory revenue of film and television entertainment and theme parks during the epidemic, the operating profit of the media network business reached US$3.153 billion in the 2020 financial report, an increase of 48% year-on-year.

▌Universal Studio Beijing

Universal Theme Park is a large-scale theme park owned by Universal Studios USA. It is also known as the two giants of the world's entertainment theme parks along with Disney theme parks. Beijing Global Theme Park is the fifth global theme park to be built in the world and the first global theme park in China.

This theme park incorporates traditional Chinese cultural elements in the design, while introducing a large number of Hollywood film and television IP, including Harry Potter, Transformers, Minions, Jurassic Park, Kung Fu Panda, Hollywood, and Future Water World Seven theme parks. For movie fans, derivative stores such as Universal Studios Store, Minions Fair, Jurassic Fair, Hogsmeade Station, etc. are definitely not to be missed.

In addition, the theme park is mainly divided into three phases. After the completion of the first phase, the second and third phases will be gradually constructed. It is planned to introduce projects with Chinese culture as the gene, such as Monkey King and other themes.

It is reported that Beijing Universal Studios will be completed and opened in 2021.

▌Wuhu Fantawild Fantasy Kingdom

Fantawild Kingdom is one of the theme park brands of Shenzhen Huaqiang Fantawild Culture and Technology Group Co., Ltd. It has been distributed in many countries, among which Fantawild Kingdom in Wuhu, Anhui is the most famous, known as the largest in the country, and it is also Fantawild World The only 5A-level scenic spot in China.

As a native theme park with local characteristics, Wuhu Fantawild brought many domestic entertainment and animation IP elements into the park, such as the performance project "Magic Castle", the super-large original stage play "Monkey King", and the hit animation "Bear Infestation" Wait.

With the close integration and mutual promotion of the original animation IP of "Bear Infest" and Wuhu Fantawild, Shenzhen Huaqiang Fantawil further enriched the connotation of the Fantawild Leadership status.

▌Guangzhou Chimelong Paradise

Guangzhou Chimelong Paradise is one of the theme park brands of Guangzhou Chimelong Group. The first phase of the park covers an area of more than 1,000 acres and has nearly 70 amusement facilities. Happy World has introduced equipment from the world's leading amusement equipment companies such as Switzerland, the Netherlands, Germany, Italy, and the United States, and has incorporated many game projects, such as "Zombie Battle", "Biochemical Laboratory", and the four-dimensional movie "Frankenstein" Entertainment elements such as games and movies.

It is reported that Chimelong Paradise is presided over by an internationally renowned theme park design agency. The amusement equipment is imported from Europe, and its design and technology maintain the international leading level. It also created eight bests in Asia and the world, and created or broke many world records of the World Record Association. It can be regarded as a model of a new generation of world-class parks.

It is worth mentioning that the theme shops distributed in various theme areas in the park are also one of the projects of Changlong to attract customers. Among them, they sell various themed souvenirs, exquisite goods, fashionable popular goods, amusement toys, etc., which have become tourist shopping Heaven.

▌Summary

Summarizing the cross-border case of amusement rides, we found that whether it is a large-scale park or a cross-border toy, most of them are currently inseparable from the shaping of classic IP. For example, the popularity of Wuhu Fangte mainly depends on the blessing of the classic IP of "Bear Infestation". It is that the film and television works of "Bears Haunted" are well-known and deeply rooted in the hearts of the people. Therefore, the key to the introduction of these classic elements in theme parks is not only to use these classic elements, but to shape this story enough to move people's hearts to promote the theme park, toy products and other external edges to be generally accepted by consumers. This also depends on the content value of IP itself and the innovative awareness and ability of operators.

In addition, industry insiders have analyzed that the development of retail business in theme parks is one of the current development trends. The development of the retail industry in the theme park can not only increase the main income of the park, but also extend the stay time of tourists, but also help attract investment. It may be a potential market worthy of attention for the majority of toy brands.