52TOYS 创立于 2015 年，隶属于北京乐自天成文化发展股份有限公司。作为中国收藏玩具文化的开拓者和领军者，52TOYS 以“让生活再有趣一点”为使命，以“让收藏玩具成为更多人所热爱的生活方式”为愿景，致力于为每代人创造属于他们的收藏。
品牌以产品研发与设计为核心优势，业务覆盖 IP 合作与孵化、产品创意企划、供应链管理、销售渠道建设、市场传播等全产业链。截至目前，已拥有 盲盒、机甲变形&拼装、可动人偶、静态人偶、设计师/艺术家玩具 五条产品线。自研IP包括 KIMMY&MIKI、BOX系列、超活化系列、Panda Roll、Sleep、皮奇奇、Lilith、招财宇航员等，并与迪士尼公主、猫和老鼠、蜡笔小新、胖虎、罐头猪 LULU 等众多国内外知名 IP 达成长期合作。
携手美国第三大漫画公司Dark Horse Comics（黑马漫画），产品正式进驻北美市场。
原型师、插画师、玩具设计师、动画角色设计师，欧美sofubi设计师代表人物。1986年开始以 产品设计师的身份进入到玩具行业，早期代表作品Care Bears，Popples，Madballs，Blurp Balls，My Pet Monster，Ring Raiders 等系列玩具。
本名张诗浩，国内先锋插画艺术家，潮流艺术设计师，2013年自主创立玩具品牌“清河联合”，推出明日深渊ABYSS TOMORROW系列、curiosity kills好奇杀、五毒达摩系列等代表作。
Founded in 2015, 52TOYS is a pioneer and leader of China's collectible toy culture. The company is dedicated to creating collections for each generation and making collectible toys a lifestyle for more. Our business covers IP incubation and cooperation, product innovation, supply chain management, sales channel development and marketing communication. Our core strengths lie in product R&D and design. Up to now, 52TOYS has five product lines: blind boxes, transformation series, action figures, figures and designer/art toys. Our original IPs include KIMMY&MIKI, BOX series, Modern Acient series, PLUTUS SPACEMEN. Besides, we also cooperate with world famous brands, including Disney Princess, TOM&JERRY from Warner Bros, WUHUANG, LuLu The Piggy, Crayon Shin-chan, etc.
At present,52TOYS has the largest sales network in the industry: with more than 10,000 cooperative physical outlets distributing across China including mainland China, Hong Kong, Macao and Taiwan regions, and in overseas regions, such as Japan, North America, Southeast Asia,etc..We also opened dozens of retail stores in Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chengdu and other major cities in China. The future will see our continuous efforts to expand retail stores around the world and distribute thousands of vending machines to cover all the consumption scenarios of young people. 52TOYS is committed to creating high-quality products that showcase "Made in China" and help Chinese culture expand globally. Our goal is to build a Chinese collectible toy brand with international influence.
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.
A Pioneer And Leader Of Collectible
Toy Culture In China
Injecting More Fun Into Life
Making Collectible Toys A Lifestyle For More
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.
Co-founder and President of 52TOYS.He is a serial entrepreneur & veteran in game and collectible toy industry. He is among the pioneers who contributed to the early rise of software development and video game industry in China and also the Founder of board game-Legends of The Three Kingdoms. In 2015, he co-founded 52TOYS with Chen Wei.
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.
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.
Japanese metalworking artist. He is good at integrating mechanical sculptures, CAD design, and 3D printing technology. He produces variable metal crafts called “Mechanical Transformers”.
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.
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..
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.
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.
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.
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.
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.
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