52TOYS, with the brand proposition of "Play For Fun," aims to spread joy and companionship worldwide through IP incubation, product development and service.
Since the establishment in 2015, 52TOYS has introduced six major product lines, including Blind Boxes, Mecha&Model Kits, Action Figures, QueSera series, Modern Ancients series and Merchandise. Our original designed IPs include Panda Roll, Sleep, NOOK, Lilith, Kimmy & Miki, among others. Additionally, we have established long-term collaborations with dozens of internationally renowned brands such as Tom and Jerry, Crayon Shinchan, Doraemon, and Lotso, Mickey and Friends, Toy Story from Disney franchises .
Besides, 52TOYS has launched the original Mecha IP–BEASTBOX, introducing over a hundred character designs. We are continuously building a multidimensional content ecosystem with novels, comics, and film and television works at its core, allowing BEASTBOX to create infinite possibilities and explore diverse enjoyment.
52TOYS brought many brand products to participate in ChinaJoy 2015. At the same time, the CAWAE Expo was opened at the Shanghai New International Expo Center. 52TOYS exhibited a variety of officially licensed gaming merchandise for collectors.
The first self-developed transformation product- BOX Series was launched in China, featuring a variety of shapes inspired by all sorts of creatures with distinctive characteristics, each of which can be transformed into a cube with a side length of 5 cm; The first Prototype Creation Contest with the theme of "Creation" was held. The contest was to discover and cultivate excellent designers and artists at home and abroad, and to help them commercialize their excellent works, thus to empower the industry.
The first “Online Capsule Toy Machine” and “DANQU”, the social e-commerce platform were launched. Beijing DREAMFAIR 2017 was held,being the first large-scale modeling art fair with the theme of “originality”.
52TOYS completed Series A round of funding of RMB 100 million ;52TOYS launched the first China Chic product series in the industry - "Modern Ancient Series", which was created based on the concept of "transcending tradition, revitalizing the history, and inheriting culture" to interpret Chinese culture from a new perspective, and to creatively integrate historical culture with modern culture; Cooperating with Dark Horse Comics, the third largest comic book company in the U.S., 52TOYS officially introduced its products into the North American market.
Kimmy&Miki-the first original designer toy IP was launched.52 TOYS was invited to participate in various major exhibitions both domestic and overseas such as WF in Japan, SDCC in the U.S., DCON, and STS / BTS in China, etc., which also strengthened brand building.
The first retail store was opened in Sanlitun, Beijing, initiating the "dual-engine physical sales channel model".
52TOYS completed Series C round of funding of RMB 400 million;The company invested RMB 50 million in the project featuring" One Epxo, One Contest and One Prize" to encourage designers to create new works and to popularize the knowledge of collectible toys to the public, thus prospering the industry.
The overseas sales was remarkable , increasing by nearly 3 times year-on-year. Release of creative products: FigLite series -3.75-inch scaled action figures, BEASTDRIVE series-combination of transforming toy and model kit; Collectible Toy Show held in Sanlitun,Beijing attracted over 50,000 visitors. Leading the establishment of the China Toy Association Trend and Collection Toy Professional Committee. Chen Wei, Founder and CEO of 52TOYS, served as the co-chairman of the first council.
Launching a co-branded product with 'The Wandering Earth 2' movie: The all-in-one box 'Wandering
Earth 2 - Benbun'. This crowdfunding product was launched 10 days ago and has raised over 10
million yuan.
Held the second "Toy Collection Museum" exhibition in Sanlitun, Beijing.
Launched the original IP NOOK.
Collaborated with traditional Chinese colors, combining them with the company's supercharged IPs
to launch the 'Playing with Colors: Tang Dynasty Ladies Makeup Gift Box'.
Opened the first overseas 52TOYS brand store in Thailand, with sales exceeding 3 million yuan in
the first month of operation.
Brand upgraded again, released a new brand slogan: "Play Something Interesting."
Injecting More Fun Into Life
Proposition
PLAY FOR FUN
To Be A Great Toy Company
Founder and CEO of 52TOYS. He has been the agent and distributor of many international toy brands from Japan and America such as McFarlane and BANDAI. He is a veteran in collectible toy industry.
Huang Jin, a graduate of Beijing University of Posts and Telecommunications, co-created iconic games like Guandu and the board game hit Legend of the Three Kingdoms. In 2015, he co-founded 52TOYS to build a globally recognized Chinese toy brand.
On April 13-14, 2023, 52TOYS teamed up with the China Toy and Juvenile Products Association to launch a public welfare activity called the "B&U Companion Plan" in Yihuang County, Fuzhou City, Jiangxi Province. The plan raised more than 2.18 million yuan in donated goods and materials, and donated cultural items such as toys and books to local kindergartens to accompany and care for children, especially the left-behind children.
On March 2, 2022, 52TOYS and China Environmental Protection Foundation held “Donation Ceremony of Public Welfare Materials for the Youth Waste Sorting Environmental Protection Education Project” in Dongzhimen Urban Ecological Island, Beijing. 52TOYS donated blind boxes of nearly one million yuan to the project, encouraging teenagers to learn garbage sorting and environmental protection.
On January 28th, 2022, 52TOYS donated 1 Million Yuan to Charity Federation of Hubei Province to help with epidemic prevention and control. At the same time, 52TOYS set up a support group to mobilize colleagues, relatives and friends around them to donate money and materials to fight the epidemic.
X2R
Chief designer, toy designer, mecha designer, anime creator, street artist, lecturer of
wacom expert panel.
He is the lead designer of Box series and Modern Ancient
series.
Yuki
Tsuboshima
Japanese metalworking artist. He is good at integrating mechanical sculptures, CAD design, and 3D printing technology. He produces variable metal crafts called “Mechanical Transformers”.
Udagawa
Yasuhito
A well-known Japanese Artist, specializing in fusing various inorganic materials such as
metal or electronic parts with biological organisms shaped by clay. His works have a
strong personal style and like Cyborg beings.
He has cooperated with 52TOYS to
launch various products, and has been a judge of Prototype Contest hosted by 52TOYS.
James
Groman
Prototype designer, illustrator, toy designer, animator and a representative of sofubi designers. In 1986, he entered into the toy industry as a Product Designer, and his early representative works include Care Bears, Popples, Madballs, Blurp Balls, My Pet Monster, Ring Raiders, etc..
SAZEN
Senior Product Director. Producer of BOX series, FigLite action figures, etc.. As a veteran in toy industry and a toy collector himself, Stryker was also a co-founder of the first domestic collectible toy magazine Toy New Age.
BABYFACE
Founder of SAZEN (an action-figure brand), Freelance Concept Artist and Prototyper.
He has cooperated with 52TOYS to launch Ultra Kaiju Super Attack: Alien Baltan.
Zhelong
Xu
Chief Designer, Toy Designer, Mecha Designer, Anime Creator, Street Artist, Lecturer of
Wacom Expert Panel.
He is the lead designer of Box series and Modern Ancient
series.
Chairman
Ca
Real name Zhang Shihao, Chinese pioneer Illustrator, Trendy Art
Designer. He founded his own toy brand “Qinghe United” in 2013, and launched ABYSS
TOMORROW series, curiosity kills,
five poison Dharma series, etc. He has cooperated
with 52TOYS to launch Ultra Kaiju Super Attack: Kaiju Pigmon.
雷鸟工房
Famous toy designer from Japan. They worked with 52TOYS on designing BEASTBOX products including beetle, parrot and owl and BEASTDRIVE series which is a transforming toy and also a model kit.
Deathburger
JOSAN GONZALEZ is an illustrator from Barcelona,Spain and also a representative of cyberpunk art. His pays much attention on details and colors in his works. His line work and iconic color palettes create visual impact for people. He used clear lines to depict a grimy and angry inner world of punk, presenting a near-future, cold, and dystopian robo city. Deathburger and 52TOYS launched Saizhang figure
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