Gifts / Sports & Toys

Type 99A main battle tank, Dongfeng-41 intercontinental strategic nuclear missile, Yun-20, J-20, etc. appeared in the 70th anniversary parade of the National Day; Chang'e 5 probe was successfully launched, opening China's first trip back to Earth for sampling extraterrestrial objects; Shandong Ship and Fujian Ship were launched successfully... This series of events demonstrating China's military aerospace strength ignited the patriotic enthusiasm of the whole people, and also set off a military aerospace boom. Huacheng Import and Export Data Observation Report.

As an expert in chasing hot spots, the toy industry quickly sensed the business opportunities. It not only increased its research and development efforts on military aerospace toys, but also reached cooperation with relevant copyright owners/operators one after another to obtain genuine licenses for some national military aerospace equipment.

In the past, the military aerospace theme was somewhat cold

Strictly speaking, military and aerospace are two kinds of topics. The concept of military is complex and covers a lot of contents, but when it comes to derivatives, it mainly includes various equipment of the armed forces. Space flight refers to the general term of space flight outside the earth's atmosphere. The development of derivatives usually includes spacecraft for various purposes, astronauts entering the universe, etc.

In the toy industry, military and aerospace are not new themes. Military belongs to the conventional theme of toys, ranging from plastic toys such as tanks, fighter planes and submarines packaged with various cards, to building blocks and alloy models developed based on classic models of equipment, and toy guns made by imitating various rifles and machine guns. Many toy categories are combined with military. It should be noted that the military theme focuses not only on Chinese equipment, but also on equipment that has appeared in many other countries.

In contrast, the space theme is an unexpected theme. Before this wave of military aerospace boom hit, few aerospace themed toys were seen in the domestic toy market. In the past 10 years, it can be traced back to the earlier and more famous models of the "Yutu" and "Chang'e-3" landers launched by Meichang Group in 2013. Later, the company also built the "Chang'e-4" lunar rover model and the "Zhurong" Mars rover model.

Whether it is a conventional military theme or some obscure aerospace themes, the products launched in the past are either conventional sales products, not big hits, but can also be sold; Either it is mainly promoting e-commerce and science promotion gift channels, which are not distributed in all channels, and there is also no more brilliant sales data. Huacheng Import and Export Data Observation Report.

Now, the industry embraces the great powers

According to the observation report of Huacheng import and export data, the number of military aerospace themed toys on the market will gradually increase from 2019. The most important reason is that the country has made more and more achievements in the field of military aerospace. In particular, two domestic aircraft carriers have appeared in succession and the rockets have been launched successfully every other period of time. This not only set off the military aerospace boom, but also constantly stoked the boom and prolonged its popularity.

At the beginning of this article, it was mentioned that the toy industry is very good at chasing hot spots, so after understanding the military aerospace boom, it quickly took military aerospace as the theme/element of research and development.

Among all toy categories, building blocks are most combined with military aerospace themes. Military is the conventional theme of building blocks, and almost all the famous domestic building block brands have launched this theme product. Aerospace is the theme that has become popular in recent years. There are also many brand layouts, among which Senbao, Keepley, Zhegao and Weisi Building Blocks are more prominent. Huacheng Import and Export Data Observation Report.

In addition to building blocks, models are also a toy category that combines more with military and aerospace. Cadway's military series includes various alloy models of tanks, missile launchers, military vehicles, fighter planes, aircraft carriers, artillery shells, rockets, etc; The military series products created by Caipo's Chengzhen brand are mainly various military vehicles; The aerospace theme model of Merck Map includes acousto-optic version, assembly version, Bluetooth speaker version, commemorative collection version, etc.

Chaoplay brand integrates aerospace elements into IP to create various aerospace themed Chaoplay products. For example, WAZZUPbaby Space206 Hangtianlong series puts on space suits for IP chameleons, and gives each chameleon different positions; Each chameleon is equipped with 1 cabin, and 6 cabins can be combined with the space station. Bubble Mart created Space Molly astronaut series, including blind boxes, dolls and other products of different sizes. 52 Toys launched a series of money seeking astronaut blind boxes.

There are also many military and aerospace themed toys in other categories. For example, Jason Animation's card agency launched the legendary collection card of the People's Navy warship authorized by CSCEC. The cards of this series of products are printed with a variety of information, such as the name of the warship, the type of ship to which it belongs, the number of the warship, the equipment of the warship, and the identification of the ship type. The nature of science popularization is extremely strong.

There are also DIY magnetic aerospace cultural and creative series of Jinjiang Toys, including rockets, space stations, lunar rovers, spaceships and other different themes, with deformation play; The electric 12 fire high-speed anti-aircraft gun in the aviation era can fire 12 missiles at one click; The DIY space station of Zhejiang Guanyi is a wooden toy, which has a magnetic play method; Er Chaoxi's three in one sea, land and air assembly robot, Gaby Zhanshen, is composed of patrol ships, missile vehicles and air combat aircraft. It can play with synthetic mecha, or play with three parts alone, Huacheng Import and Export Data Observation reported.