52TOYS, a collectible toys brand, have recently closed its series C funding of 62.8 million USD. As the leading player of China collectible toys in field, 52TOYS will use its funding to produce high-quality products that demonstrate the development of China’s manufacturing capabilities, design the core IPs with Chinese culture and establish the collectible toys’ ecology of China.

Chen Wei, the founder and CEO of 52TOYS, defines the industry as collectible toys that has existed in the US and Japan for many years, but few people known in China. Collectible toys are not limited to art toys that has been popular in china in recent years, it contains more diversified toy types and cultures, whether it is movies, animation, games, history, tourism or food ,they can all be the inspiration for creating collectible toys . Actually blind box is an enter-lever product for collectible toys which exist in the form of transformers toys, construction toys, action figure, garage kites, prizes and so on. The world of collectible toys is fun as players unveil different characters of different shapes and sizes. Moreover, players can get feelings of happiness and companionship through playing with collectible toys.Therefore collecting collectible toys also means collecting feelings.

“China chic” has been recognized by the capital again. Chinese culture endows collection toys with spiritual core. With the development of China’s economy, the Chinese people are more interested in their culture and the brands , a large amount of capital influx into Chinese chic culture and many traditional brands are accelerating to embrace the new trends of culture.

As early as 2018, 52TOYS has been exploring to “to use collectible toys to convey Chinese culture” and developed a series called "MODERN ANCIENT" series with the philosophy of “Transcend the traditions, vivify the history and inherit the culture”. This series expresses the Chinese culture in a new perspective that combines history and modern fashion together to bring an immersive experience to the young people who are interested in culture and history.

In addition, 52BOYS instills the BEASTBOX series with a core of Chinese culture. This series creatively adopted distinctive creatures into the modeling of mecha. Five creature species including dinosaurs, giants, aquatic, birds and insects have been put into the market. The BEASTBOX series includes more than 100 products in total, each of which can be transformed into a cube with a side length of 5 cm.

The China Toy Association holds that, “the long-term development of China’s domestic toy industry forces companies to convert manufacture into creation, improve the capabilities in independent innovation so as to give the core value of culture to China’s toy ecology, and that taking the road of sustainable development is much more important than simply catch up with the ever-changing trend. After years of intensive cultivation, 52TOYS has core advantages in product innovation and research and development. Its IPs like “MODERN ANCIENT” series are welcomed by consumers since released. We hope in the future, we have more creative and high-quality products on the road of transmitting Chinese culture.

In the sales channel, after opening its first direct brand store in Sanlitun, Beijing, 52BOYS has begun to vigorously build its offline brand stores with the average number of new stores of 3 to 5 every month. Besides the offline stores, 52TOYS also jointly holds exhibitions and designer signing activities with shopping malls which have attracted a large amount of consumers.

Today, consumers pursue the quality of life and the sense of ritual, while they attach more importance to product’s spiritual culture. As one of the brands in the industry able to cover the whole industrial chain, IP cooperation and incubation, product creative planning, supply chain management, sales channels and market communication, 52TOYS will continue to work deep into the field of art toy to promote the healthy development of the industry.

“Collectible toys have huge potential, 52TOYS is one of the few industry leaders having multi-category product design and research and development capabilities.” The investment agency said, “While witnessing the rapid growth of the company, we also expect the company will create more outstanding products in the future to promote the development of China's collectible toy industry and bring more surprises and joy to toy collectors.”