52TOYS以“玩点有趣的”为品牌主张,秉承好玩、有趣的品牌基因,通过独特的IP孵化、产品开发和服务,在全球范围内持续传递快乐与陪伴。
自2015年成立以来,52TOYS推出盲盒、变形机甲&拼装、可动人偶、趣味亲民路线的鹊拾乐、聚焦文旅市场的超活化及衍生周边等六大产品线,拥有原创IP 胖哒幼Panda Roll、Sleep、NOOK、Lilith、Kimmy&Miki 等,并与数十个国际知名IP达成长期合作,如猫和老鼠,蜡笔小新,哆啦A梦和迪士尼旗下的草莓熊、米奇和朋友们、玩具总动员等。
52TOYS还推出原创变形机甲IP——猛兽匣BEASTBOX,创造上百款角色造型产品的同时,持续构建以小说、漫画、影视为核心的多维内容生态,让IP创造无限可能,探索多元乐趣。
让生活再有趣一点
做一家伟大的玩具公司
国内知名玩具品牌52TOYS创始人,北京乐自天成文化发展股份有限公司董事长&CEO。曾持续代理和经销多个日本、美国的国际玩具品牌,如:McFarlane TOYS,以及日本万代BANDAI的产品线,拥有大量国内外成熟品牌运作经验,对玩具行业充分了解。
2015年创立52TOYS,致力于打造具有国际影响力的中国玩具品牌。在其推动下,52TOYS线上线下合作终端渠道数量超过10000家,销售地区包括中国大陆、港澳台、日本、北美、东南亚等,全球布局不断扩展。并与中国、日本、北美诸多顶级版权方达成深度合作关系,开发了众多国内外影视、动漫经典IP衍生品,如《迪士尼公主》、《冰雪奇缘》、《TOM and JERRY》、《铁血战士》、《复仇者联盟》、《异形》、《樱桃小丸子》、《蜡笔小新》、《王者荣耀》、《吾皇万睡》、《罗小黑》等。并成功打造并培育Panda Roll胖哒幼、Sleep、Nook、Lilith、BEASTBOX(猛兽匣)、超活化等多个原创爆款IP形象。
毕业于北京邮电大学,在国内游戏和玩具行业有多年从业经验。
他曾是上世纪90年代,中国软件开发和电子游戏产业产业刚刚兴起之时的第一批功勋元老。尚未毕业便加入当时国内游戏行业领军企业——前导软件,参与《官渡》《赤壁》《水浒传》《西游记》等游戏的制作,其中《官渡》是Windows 95平台上的第一个中文游戏软件;
而后持续创业,联合创立游卡桌游文化有限发展公司,出品国内著名桌面游戏《三国杀》;
2015年,与陈威共同创立52TOYS。
2023年4月13至14日,52TOYS携手中国玩具和婴童用品协会走进江西省抚州市宜黄县,展开公益活动“B&U陪伴计划”,该计划共筹集捐赠物资超218万元,通过向当地幼儿园捐赠玩具、图书等具备文化属性的物资,陪伴和关爱儿童,特别是留守儿童群体。
2022年3月2日,由中华环境保护基金会联合52TOYS举办的「青少年垃圾分类环保教育项目公益物资捐赠仪式」在北京市东直门城市生态岛举行。52TOYS向该项活动捐赠了一批近百万元的盲盒,鼓励青少年从垃圾分类入手,做好环境保护的启蒙教育。
1月28日,52TOYS向湖北省慈善总会捐赠100万元专项资金,由湖北省新型冠状病毒感染的肺炎疫情防控指挥部统一调配用于疫情防控工作。同时,52TOYS成立支援小组,竭尽所能发动身边的同事、亲友为抗击疫情捐款捐物。
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.
Injecting More Fun Into Life
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.