我收藏的,不只是玩具
ABOUT 52TOYS

品牌介绍

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。

得益于多重渠道发展,52TOYS已建立起行业内最庞大的销售网络:在线下方面,中国大陆港澳台地区、日本、北美、东南亚等地区销售渠道合作终端数量过万家,并于北京、上海、广州、深圳、杭州、成都等城市开设数十家品牌直营店。线上方面,拥有自主研发的社交电商平台——蛋趣,并于天猫、京东等第三方电商平台设立品牌旗舰店。未来,52TOYS将在全球持续拓展品牌直营店,铺设上千台无人机,全面覆盖年轻人的消费场景,触达更广泛的用户。

52TOYS 将致力于创作彰显「中国创造」的优质产品,助力中国文化出海,打造具有国际影响力的中国收藏玩具品牌。

HISTORY

品牌历程

成立国内首家定位于收藏玩具的公司——52TOYS。
2015年:52TOYS携众多品牌参展ChinaJoy2015,与Chinajoy同期举办的中国国际动漫及衍生品授权展览会在上海新国际博览中心开幕,52TOYS携众多正版收藏级游戏周边参展。

推出首个国内品牌自主研发的机甲变形类产品——《BOX变形机甲系列》,该系列开创性的将特性鲜明的各类生物开发成机甲造型,且每款产品都可以变形为边长5厘米的正立方体。
以“造物”为主题,举办首届原型创作大赛,挖掘和培养国内外优秀的设计师与艺术家,整合自身资源帮助他们把优秀的“作品”商品化,赋能行业。
推出国内首个以“线上扭蛋机”为概念的产品,上线自有社交电商平台“蛋趣”APP。

主办DREAMFAIR 2017北京国际原创艺术与设计师玩具展,该展是大陆首个以“原创”为主题的大型模玩艺术展。

完成1亿元人民币A轮融资。
推出业内首个“国潮”产品系列——《超活化系列》,该系列以“超越传统、活化历史、传承文化”为理念站在全新视角诠释中国文化,将历史文化与现代文化进行创意融合。
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。

推出公司首个原创潮玩IP——Kimmy&Miki。
受邀参加国内外各大潮玩手办、动漫、IP授权类展,如日本手办展WF、美国动漫展SDCC、玩具展DCON、国内潮玩展STS/BTS等,加强品牌建设。

在北京三里屯开设首家线下直营品牌店,开启“双引擎线下渠道模式”。

完成4亿元人民币C轮融资。
投入5000万元用于“一展、一赛、一奖”,以鼓励设计师创作、向大众普及收藏玩具知识,助力行业的壮大及发展。

海外销售额同比增长近3倍,出海业务业绩显著;
推出3.75英寸的可动人偶系列「闪电奇舞」和集结拼装与变形玩法的BEASTDRIVE系列,持续创新产品品类;
在三里屯举办「收藏玩具馆」展览,吸引超5万人前来观展;
牵头成立中国玩协潮流和收藏玩具专业委员会,52TOYS创始人兼CEO陈威担任首届理事会联席理事长。

2015
2016
2017
2018
2019
2020
2021
2022
CULTURE

品牌文化

品牌定位

中国收藏玩具文化开拓者和领军者

品牌使命

让生活再有趣一点

品牌主张 我收藏的,不只是玩具 52TOYS, BEYOND JOYS
品牌愿景

让收藏玩具,成为更多人所热爱的生活方式

品牌终极愿景

做一家伟大的玩具公司

MANAGEMENT TEAM

团队介绍

  • 陈威创始人、CEO

    国内知名收藏玩具品牌52TOYS创始人兼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的收藏玩具产品线,拥有大量国内外成熟品牌运作经验,对收藏玩具行业充分了解。

  • 黄今联合创始人、总裁

    国内知名收藏玩具品牌52TOYS联合创始人、总裁,在国内游戏和玩具行业有多年从业经验。上世纪90年代,中国软件开发和电子游戏产业刚刚兴起之时的第一批功勋元老。出品国内著名桌面游戏《三国杀》;2015年,与陈威共同创立52TOYS。

SOCIAL RESPONSIBILITY

社会责任

  • 2023/ 04

    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/ 03
    联合中华环境保护基金会,助力青少年垃圾分类环保教育

    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。

  • 2020/ 01
    向湖北省慈善总会捐款100万元专项资金,支援武汉抗击疫情

    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。

TOY DESIGNERS

设计师介绍

X2R

52TOYS首席设计师,玩具设计师、机械设定达人、漫画作者、街头涂鸦者、Wacom专家委员会讲师。
主导过box系列、超活化系列等产品的设计。

坪岛悠贵

日本金属变形根付设计师,金属造型艺术家。善于将雕金技法,CAD设计,3D打印等技术融合。制作出名为「可变金物」的可变金属工艺品。

宇田川誉仁

日本知名艺术家,擅长用金属、电子零件等各种无机物与粘土塑造的生物有机体融合,他的作品拥有强烈的个人风格和赛博格气息。
合作52TOYS推出多款产品,并多次担任52TOYS主办的原型创作大赛评委。

James Groman

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。

SAZEN 李赛争

52TOYS高级产品总监,主导出品了BOX、闪电奇舞等系列产品。作为资深玩具玩家及从业者,还曾参与创办国内第一本收藏玩具杂志《玩具新时代》。

BABYFACE 马海涵

手办品牌 SAZEN创始人,自由概念设计师,原型师。
合作52TOYS推出奥特曼怪兽超进击·巴尔塔星人。

光叔-许喆隆

52TOYS首席设计师,玩具设计师、机械设定达人、漫画作者、街头涂鸦者、Wacom专家委员会讲师。
主导过box系列、超活化系列等产品的设计。

清河联盟-擦

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。
合作52TOYS推出奥特曼怪兽超进击·比格蒙sofubi。

雷鸟工房

日本知名变形玩具设计师。曾合作52TOYS设计出BEASTBOX系列的甲虫、鹦鹉、猫头鹰产品,并联合推出变形+拼装系列玩具BEASTDRIVE无限兽驱。

Deathburger

本名Josan Gonzalez,是一位来自西班牙巴塞罗那萨瓦德尔的著名插画艺术家,也是赛博朋克艺术的重要领军人物。他的作品是赛博朋克美学世界里不可不看的绝美风景,其作品重视细节和色彩的碰撞,明快的多线条勾勒,来呈现未来的冰冷、反乌托邦式机械城市。
合作52TOYS推出Sai Zhang雕像

CO-BRANDING

品牌联名

52TOYS, BEYOND JOYS
ABOUT 52TOYS

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.

HISTORY

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.

2015
2016
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2018
2019
2020
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2022
CULTURE
POSITIONING

A Pioneer And Leader Of Collectible
Toy Culture In China

MISSION

Injecting More Fun Into Life

Proposition 52TOYS, BEYOND JOYS.
VISION

Making Collectible Toys A Lifestyle For More

ULTIMATE VISION

To Be A Great Toy Company

MANAGEMENT TEAM
  • Chen WeiFounder and CEO

    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 JinCo-founder

    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.

SOCIAL RESPONSIBILITY
  • 2023/ 04

    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.

  • 2022/ 03

    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.

  • 2020/ 01
    Donating 1 Million Yuan to Charity Federation of Hubei Province to help curb the spread of the COVID-19.

    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.

TOY DESIGNERS
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

CO-BRANDING