Wen/Yangcheng Evening News all-media reporter Wen Cong
Tide play factory to the world, Dongguan tide play industry is getting stronger and stronger. On January 15th, Dongguan Chao play brand ToyCity's latest IP- Guoxi Fufu debuted in Chengdu, Sichuan Province, and unveiled the flagship store of X11 Chengdu Chunxi Road. This "giant panda" with both trend attributes and traditional culture has become a "net red" as soon as it is unveiled, and Dongguan's original tide play is once again out of the circle.
Guan's "giant panda" with trend attributes and traditional culture (Courtesy of the interviewed companies)
Traditional culture and the art of painting are integrated
It is understood that ToyCity has incubated and operated more than ten IP studios, combining traditional culture with trend culture, and a number of national tide IP projects have been launched in Dongguan, Shenzhen, Foshan, Hangzhou, Chongqing and other cities. Wan's "giant panda" debuted in Chengdu and will start the "Hundred Bears Project • Guoxi Fufu National Tour Exhibition" tour.
According to Liang Ziqian, assistant general manager of ToyCity Toy City, Guoxi Fufu takes pandas as the design carrier, and the first series takes Chinese characters as the design inspiration, extracts 100 surnames from hundreds of family names, integrates various elements such as Peking Opera, Chinese painting, history, geography, etc., and integrates excellent traditional culture with painting art. "Guoxi Fufu is from China, and the cat friend Xiongyou calls him Fufu (FUFU). The appearance on Chunxi Road in Chengdu was jointly organized by us and the original trend brand 'FUFU Studio' and the global tide play collective brand 'X11'. ”
FUFU for the first time launched a total of three series, namely: Chinese character series, calligraphy series, log series, this exhibition is the Chinese character series with Chinese characters as the design element, with a young aesthetic perspective to present the Chinese painting, Peking Opera, history, calligraphy and other elements of the tide play art theme, the excellent traditional culture and painting art into one, to create 100 different looks of the country's happiness and blessings.
The relevant person in charge of ToyCity said that Panda FUFU will continue to extract materials from tradition and leave footprints of Chinese pandas in the wave of world trend art. Following the first exhibition in Chengdu, the Hundred Bears Project Guoxi Fufu Tour Exhibition will be unveiled in first-tier cities such as Beijing and Shanghai, so that 100 panda FUFU will start from Dongguan and go to more cities and regions to exhibit, and spread the excellent traditional Chinese culture further through the form of tide play.
Create a trendy play creative incubation R & D and production place
As a gathering place of trendy toys in Dongguan, Shipai Town has a total of 33 toy industry enterprises above designated size, of which 22 are in the tide play industry, mainly including original IP, authorized IP production design and OEM processing.
In August 2021, Shipai Town held a party congress and proposed to actively cultivate new formats of the tide play industry such as Lezhibao and Deshen. At the Shipai Town People's Congress held in November, it was proposed to highlight and strengthen the tide play industry, vigorously support the development of key tide play cultural and creative enterprises such as Deshen and Lezhibao, further optimize and expand the original design of upstream brand IP and downstream product marketing links, transform into the integration of brand operation, design, manufacturing and service, and strive to become an important creative incubation place and R & D and production place of domestic tide play.
Strengthening cultural industries such as animation games and trendy toys (Courtesy of the surveyed companies)
ToyCity is a new brand of Dongguan Tsuruga play invested by Deshen Technology. With the outflow of ToyCity's independent studio original IP tide, ToyCity has incubated and operated more than ten independent IP studios, forming a parallel pattern of its own original IP creation, exclusive IP/independent studio operation and mature well-known IP licensing.
The vertical and horizontal development of ToyCity Toy City reflects the transformation and upgrading process of Dongguan's trend industry. According to the statistics of the China Toy Association, 80% of the global animation derivatives are currently made in China, of which more than 1/3 is produced in Dongguan. Dongguan has become the country's largest toy export base, the industrial scale ranks first in the Pearl River Delta cities, the annual export value of toys more than 4 billion US dollars, accounting for about 20% of the country.
Tide play is a newly emerging consumer goods category, which has also attracted the attention of the Dongguan Municipal Government. The just-concluded Dongguan Municipal Party Congress proposed to strengthen cultural industries such as animation games and trendy toys. Some insiders said that at present, Dongguan is the city with the most tide play brands, and local toy companies have long-term experience in OEM for foreign brands, so that local factories have the basic equipment and skilled workers to produce handmade, blind boxes, and enter this market brand, Dongguan will become the first choice for the supply chain.
Source | Yangcheng Evening News Yangcheng Pie
Editor-in-charge | Churini