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,中国大陆及港澳台地区、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。
中国收藏玩具文化开拓者和领军者
让生活再有趣一点
让收藏玩具,成为更多人所热爱的生活方式
做一家伟大的玩具公司
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。
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。
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。
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.
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.