Reporter | Di yile Edit | Towney
What can trendy toys bring to your life?
For many young people at present, the trendy toys composed of blind boxes, handmade and other forms can add a bit of color and ritual to a flat life to a certain extent. Although the earlier craze for the mystery and fun of smoking blind boxes has gradually dissipated, young people still can't stop the love of IP derivative products.
This year's Tmall Double Eleven, the tide play industry killed crazy. The data shows that during the Double Eleven period, the scale of the tide play industry and the number of merchants increased by 50% year-on-year. As the "bellwether" of the tide play industry, Bubble Mart also announced the record of double eleven: as of 0:00 on November 12, online omni-channel sales exceeded 270 million yuan, an increase of more than 60% year-on-year, and the sales of Tmall big toy industry flagship stores ranked first for three consecutive years. At the same time, the relevant data of Ai Media Consulting also shows that the scale of China's tide play market has increased from 6.3 billion yuan in 2015 to 38.4 billion yuan this year, and it is expected to reach 76.3 billion yuan in 2024.
In addition to launching popular IP blind box products, cross-border co-branding with brands is also a conventional means of "going out of the circle". According to Bubble Mart, as of the end of November, 25 brand licensing businesses have been completed, and the cooperative brands span multiple industries, covering food, clothing, housing, beauty, technology and other fields, such as GXG, Haagen-Dazs, Li Orange Chauffeur, Sephora, Lenovo, etc. During the Double Eleven period, the sales of 12 licensed products reached nearly 100 million.
Not only that, but this year, Bubble Mart has also successively settled in international resorts and theme parks such as Sanya Atlantis, Universal Studios Beijing and Shanghai Disneytown. At the same time, Bubble Mart has also set up a wholly-owned subsidiary, Beijing Bubble Mart Park Management Co., Ltd., whose business scope includes urban park management, amusement park and performance venue management, etc., and wants to build itself into the next theme park.
Bubble Mart will blind box tide play track from niche to the public, more and more brands began to launch blind box products, and tell IP stories and culture, 52TOYS, TOP TOY, X11, Coldplay Chaole and other brands are competing. For millennials and Gen Z, which series of blind box products, what cross-border co-branding and derivative products will be highly sought after? Let's take a look at what kind of blind boxes this young people like.
In the field of blind boxes, Bubble Mart still occupies a dominant position. As can be seen from the earnings data, Molly, Dimoo, Skullpanda, The Monsters, and Bunny became the top five IPs with the highest revenues.
In addition to the new series of its own IP, the joint name with major categories also allows Bubble Mart to appear in our daily life at any time. Not long ago, cabanaPOP✖MART MEGA collection space MOLLY small artist exclusive experience exhibition was exhibited in Cabana Shanghai store, trying to collide with modern furniture to create a new spark of inspiration, for more new generations of life "home" color.
During Singles' Day, Bubble Mart also had joint cooperation with L'Oréal, Ray-Ban and Häagen-Dazs. Among them, L'Oréal ✖BUNKY's "rabbit and rabbit dyeing" co-branded hair dyeing products ranked first in the sales volume of Jingdong's hair dyeing category, and the new customer rate reached 71%. Molly sunglasses, a co-pilot with Ray-Ban, also made a circle among young people, selling twice as many as the regular model.
Panda Roll, Kimmy & Miki, Super Activation Series Ladies...
Founded in 2015, 52TOYS is well known in the field of collectible toys, with products covering five product lines: blind box, deformed mech, super activation, DREAMFAIR and board games. In the blind box products, most of the blind boxes are cute and cute, including self-developed IP - Panda Roll Panda Roll, Kimmy & Miki blind box, super activation series of ladies and so on. Among them, the blind box products launched with the original IP Kimmy & Miki series are very popular, and the super-activated series of female IP has also jointly created the "Ladies to the Fang" activity with Guangzhou Yongqingfang.
In addition to self-developed IP, 52TOYS has also cooperated with well-known IP at home and abroad such as Disney, Warner, Wuhuang Wan sleep, canned pig LuLu and so on. For many new generations, the popular IP such as LuLu pig, cherry balls, crayon shin, cat and mouse displayed in the store is also one of the important reasons that attract them to the store to "chop hands".
Recently, 52TOYS launched new tom and JERRY Christmas series blind box, canned pig LuLu Christmas town series, XL Christmas tree limited and other new products. However, compared with the blind box, the goal of 52TOYS is to make the first brand of collectible toys with a larger range than the tide play.
Twinkle、Tammy、Buzz、Yoyo...
Tide play brand TOP TOY also has a lot of followers. As a tide play sub-brand that was launched quickly after the listing of Mingchuang Premium Products, since its opening in December last year, TOP TOY has opened nearly 80 offline physical stores and more than 130 robot stores in more than 30 cities across the country in one year. Its positioning is the Asian tide play collection store, the product covers the blind box, art tide play, Japanese comic handmade, American comic handmade, doll model, assembly model, building blocks and other seven categories.
In the past November, TOP TOY opened its 9th DreamWorks store on Beijing Road in Guangzhou, and the design of the gothic arcade not only retains the overall retro style of the Beijing Road business district, but also has more trend elements. As the largest DreamWorks store among all stores, it adopts the model of "combining stores and exhibitions" to integrate exhibitions and sales, and once became a new space for young people to punch in.
Among the blind box products, TOP TOY also has the main products, including twinkle, Tammy, Buzz, Yoyo and other original IP. In June this year, BUZZ's 10-meter giant statue was stationed in InS.Park, Hangzhou, and in September, the Twinkle's 15-meter-high "Bunny Girl" image was also stationed in Guangzhou Grandview Plaza. It is reported that this year's Mid-Autumn Festival debuted the vigorous recruitment of money blind box, but also entered the top three of the national stores in single product sales. In addition to the blind box, TOP TOY also exerts efforts in the building block category, and the United Nations building block brand launches the "China Brick Festival" and lands in the Chinese brick theme store.
"Chinese version of Akihabara"
As the first global fashion play collection store brand in China under the KK Group, X11 is also one of the "treasures" of millennials and Generation Z, and some people call it "China's version of Akihabara". Shopping malls such as Guangzhou Yuehui City, Shanghai Nanxiang Impression City, and Shanghai Global Harbor that took the lead in introducing X11 once became popular punch cards in the hipster circle.
From the beginning, X11 has integrated "tide play" and "collection store", and created a super large tide play exclusive space with ten categories such as blind boxes, statues, hand-made & Gundam, BJD dolls, assembly models, and art trend play. Products cover Disney, Harry Potter, Yin Yang Division, Glory of Kings, Naruto, TOKI TOKI, Sonny Angel and other well-known IP. Recently, X11 has launched a blind box including TOM and JERRY Cheese Is Power Series Blind Box, COSMOS Interstellar Energy Series Blind Box, Cherry Pill Kimono Series Blind Box, Sonny Angel Huafeng Series Blind Box, etc.
In August this year, X11 opened its first flagship store on Huaihai Road in Shanghai, with a store space of 2,000 square meters, bringing together the world's major popular IP products. Shortly after the opening of the Shanghai store, X11 recently appeared in Xi'an and Xiamen with the futuristic design and industrial style design of "Tide Play Airship", and created a tide play museum with more than 10,000 kinds of global popular IP products such as art tide play, handmade and blind boxes.
Image source: Provided by the brand