52TOYS joins hands with well-known domestic and foreign IPs such as "The Wandering Earth 2" and "The Legend of the Book of Heaven" to create a new trend of collection-level trendy toys
In recent years, the trendy toy market has continued to heat up, and cross-border cooperation has become an important way for brands to break the circle. 52TOYS, a well-known domestic trendy toy brand, has made frequent moves recently, and has reached cooperation with well-known domestic and foreign IPs such as "The Wandering Earth 2" and "The Legend of the Book of Heaven", and launched a number of limited edition collection-level trendy toys, which has aroused heated discussion in the market. This article will combine popular topics across the Internet in the past 10 days, sort out the IP cooperation trends of 52TOYS and analyze the market strategies behind it.
With its unique design concept and strong IP operation capabilities, 52TOYS has successfully attracted the favor of multiple top IPs. The following are the IP and product information for recent cooperation:
| Cooperation IP | Product Type | Release time | Market popularity |
|---|---|---|---|
| "The Wandering Earth 2" | Mechanical dog stupid moving model | October 15, 2023 | Weibo hot search #52TOYS Wandering Earth 2# read more than 50 million |
| "The Legend of Heavenly Book" | Classic character blind box series | October 20, 2023 | B station unboxing video playback volume exceeds one million |
| Transformers | Co-branded limited edition Optimus Prime | October 25, 2023 | Tmall pre-sale sold out in 1 hour |
| Pokémon | Pikachu luminous figure | November 1, 2023 | More than 100,000 notes on planting grass in Xiaohongshu |
52TOYS's IP cooperation strategy not only covers multiple fields such as science fiction, domestic comics, European and American classics, but also accurately captures the preferences of different user groups. The following are the dissemination data of related topics in the past 10 days:
| platform | topic | Discussion volume | Core audience |
|---|---|---|---|
| #52TOYS Wandering Earth 2# | 50 million+ | Science fiction fans, movie lovers | |
| B station | Tianshu Qitan blind box unboxing | 1 million+ playback | Chinese animation fans and collectors |
| Little Red Book | Pokémon joint review | 100,000+ notes | Trendy toy lovers, female users |
| Tik Tok | Transformers limited edition models are available | 500,000+ likes | Male users, hardcore players |
52TOYS's success is not accidental, and its IP cooperation strategy has the following characteristics:
1. Select IP accurately:The IPs cooperating with 52TOYS have a strong fan base and topicality. For example, "The Wandering Earth 2" is a benchmark for domestic science fiction, while "The Legend of the World" is a classic Chinese comic that can cover users of different ages.
2. Product Differentiation:Each collaborative product is customized for IP characteristics. For example, the mechanical dog Benben model of "The Wandering Earth 2" restores the details in the movie, while the blind box of "The Legend of the World" incorporates traditional ink painting style.
3. Multi-channel marketing:All-round promotion is carried out through platforms such as Weibo, B station, and Xiaohongshu, combined with activities such as KOL unboxing and fan interaction to maximize exposure.
As competition in the trendy toy market intensifies, whether 52TOYS can continue to maintain its leading position depends on its subsequent IP reserves and innovation capabilities. It is reported that 52TOYS has reached cooperation intentions with multiple international IPs and may launch more cross-border joint products in the future to further consolidate its market position.
For trendy toy enthusiasts, every IP cooperation of 52TOYS is a surprise. Whether it is science fiction fans, Chinese animation fans, or followers of classic IPs, you can find your own collection of treasures in 52TOYS' products.
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