Recently, the domestic collection toy brand 52TOYS launched a new IP - Lilith.
From the outside, Lilith's style is very "dark and sweet", with a unique temperament of loneliness and mystery. This style is in stark contrast to the sweet and cute style IP that currently exists in the domestic collectible toy market.
It is understood that Lilith is from the "Silent Castle" studio.
In July last year, "Silent Castle" studio, with Lilith, participated in the BEIJING DREAMFAIR 2021 Beijing International Original Art and Designer Collection Toy Exhibition hosted by 52TOYS, and was excavated by 52TOYS among more than 400 exhibitors, and then reached an IP exclusive cooperation with 52TOYS.
Yuuki, the manager of "Silent Castle", said, "Regardless of whether an individual is successful in earthly life, whether the material and spiritual life is rich, it is always necessary to deal with the relationship with himself, society and the environment, how to face himself and face loneliness, which is a problem that everyone will encounter in life." ”
Lilith was born under this philosophy, so the "Silent Castle" studio began designing in December 2020, setting her as a small vampire living in the castle, with long hair, blue melancholy eyes, not too sharp baby teeth and upturned little feet, and her eyes reveal pride and stubbornness.
"We hope that through Lilith, we can convey the attitude of 'one person can be happy', inspiring and accompanying everyone," Yuuki said.
Speaking of cooperation, Yuuki believes that "52TOYS, as a senior brand in the industry, has a business covering the whole industry chain, diversified product lines, and has successfully incubated IP such as Kimmy & Miki, Zhao Cai Astronaut, BEASTBOX, and Hyperactivation, and I believe they can help us give Lilith more creativity and bring her to more people through commercialization." ”
After reaching a partnership with 52TOYS, Lilith's IP operation and commercialization process accelerated. On the Little Red Book, Lilith's relevant design drawings have received a lot of likes and comments, and as of now, the number of Lilith's core fan base has exceeded 2,000. Now, Lilith's first blind box, Lilith Late Night Tea Party, has also been released.
In fact, since last year, 52TOYS has successively launched Panda Roll Panda Roll, Sleep, Pidge and other self-developed new IPs with diverse styles, and has also launched a series of innovative products based on BEASTBOX, super activation and other IPs.
At the same time, through the DREAMFAIR platform, they are using the method of "one competition, one exhibition, one award" to continuously help the construction of China's collecting toy ecology, tap local outstanding designers, provide them with growth space and development paths, help them turn creative "works" into "commodities", enrich their own products and IP matrix, inject vitality into the industry, and show the strength of China's creation.