52TOYS Development Co., Ltd. is a leading IP-driven toy company in China. Guided by the mission of "Making Life More Fun," it excels at capturing the essence of IPs and understanding consumer needs, with exceptional capabilities in product design and creative iteration. Its business spans China, Southeast Asia, North America, Japan, and other global markets.
As a pioneer in the IP toy industry, 52TOYS has built a portfolio of over 100 owned and licensed IPs. Through its "IP Hub" strategy and multi-category, full-industry-chain operations, it offers diverse products including figures, action figures, wind-up toys, mecha and model kits, plush toys, and derivative merchandise.
According to industry analysts, 52TOYS ranked as the second-largest multi-category IP toy company in China by 2024 GMV.
May 2015: The 52TOYS brand was established.
January 2016: Hosted the 52TOYS Prototype Creation Competition themed around Chinese Mythology.
June 2016: Launched the BEASTBOX series, the first domestically developed Mecha&Model Kits.
February 2017: Entered the Japanese market and partnered with GoodSmile Company.
June 2017: Held the first large-scale collectible toy art exhibition, DreamFair, themed around
Originality, which was also the 2017 Beijing International Original Art and Designer Toy Expo.
February 2018: Launched the modern ancients series targeting the cultural and tourism market.
July 2018: Entered the U.S. market and participated in the San Diego Comic-Con (SDCC).
October 2018: Announced partnerships with a series of top international IPs, including Disney.
April 2019: Launched the first proprietary trendy IP.
March 2020: Began IP licensing collaboration with Warner Bros.
December 2020: Opened the first 52TOYS offline flagship store at Taikoo Li Sanlitun in Beijing,
initiating the layout of the offline retail system.
March 2021: Launched the action figure series.
June 2022: Expanded into overseas e-commerce channels.
July 2022: Opened the 52TOYS Collectible Toy Museum at Taikoo Li Sanlitun, Beijing.
October 2022: Founder and CEO Mr. Chen was appointed Vice President of the China Toy and
Juvenile Products Association and Chairman of the Trendy and Collectible Toys Professional
Committee. 52TOYS was named the founding Co-Chair of the Trendy and Collectible Toys
Professional Committee.
November 2023: Launched the first wind-up toy series, Crayon Shinchan Dynamic Shin-Life, which
became an instant hit, selling over 140,000 units in its first month and frequently topping the
bestseller lists on Tmall and Tik Tok.
December 2023: Opened the first authorized brand store in Thailand, located in Bangkok.
December 2023: Announced the creation of a content ecosystem centered around the BEASTBOX IP and
signed renowned sci-fi author Wang Nuonuo as the official novel writer.
May 2024: Opened the first authorized brand store in Malaysia.
July 2024: Opened the first authorized brand store in North America, located in Atlanta.
September 2024: Opened the first authorized brand store in Singapore.
September 2024: Opened the first authorized brand store in Taipei.
January 2025: Opened the first authorized brand store in Indonesia.
May 2025: Entered into a comprehensive strategic partnership with Wanda and China Ruyi to build
a Film Entertainment-IP Toy Ecosystem.
To Make Life More Fun
Proposition
PLAY FOR FUN
To Be A Great Toy Company
With over 20 years of relevant experience. In his early career, he was granted long-term distribution rights for major international toy brands such as Bandai and McFarlane. With a deep understanding of industry development trends and consumer needs, he has accumulated extensive expertise in key areas such as creative design, toy sales, and brand operations.
With many years of experience in the game and toy industry, he co-developed the immensely popular tabletop game "Sanguosha" (Legends of the Three Kingdoms), elevating the IP operations of the Three Kingdoms theme to a new level. He possesses extensive experience and unique insights in original IP incubation, product development, and user operations.
The Running Angel Foundation of the Red Cross Foundation of China, together with charitable enterprises like 52TOYS and Chinese track and field athlete Wu Yanni, the "Love Ambassador" for the foundation, launched the "Running Angel Action - Henan Tour" at Henan Children's Hospital. 52TOYS created the first "NOOK Charity Ward" at the hospital and prepared thoughtful discharge gifts for the young patients.
52TOYS partnered with Rong Ai Xing, a comprehensive non-profit service organization dedicated to serving individuals with autism and other intellectual disabilities. They delivered carefully prepared gifts to children with autism and, at the Shanghai Pop Toy Show (PTS), exhibited the "NOOK Journey of the Heart" series, which featured custom outfits designed by the children from Rong Ai Xing.
52TOYS joined hands with the Meituan Green Mountain Project to create exclusive recycled doll boxes for its "NOOK Wasteland Park" series. Each recycled box is made from approximately 58 discarded plastic meal containers. These containers undergo a recycling process that includes crushing, cleaning, melting, and pelletizing to be transformed into a unique, eco-friendly material.
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 figures 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.
Art Work of
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.
Art Work of 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”.
Art Work of
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.
Art Work of 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..
Art Work of
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.
Art Work of
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.
Art Work of
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.
Art Work of
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.
Art Work of
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.
Art Work of
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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