This collaboration between 52TOYS and PAPER STONE brought fans closer to their passions, explored new possibilities for IP–lifestyle brand crossovers, and achieved a precise fit with the distinct urban scenes of each city.

The official inauguration of the Fashion Designer Toys Professional Committee under the Beijing Commercial Association marks a new phase of resource integration and coordinated growth for Beijing’s fashion designer toy industry.

The coincidence of the award titles underscores 52TOYS’ solid capabilities in the IP toy industry and the high level of consumer recognition it enjoys.

Looking ahead, 52TOYS will continue to use its diverse product portfolio as a bridge to share the appeal of Chinese IP toys with audiences around the world.

LITTLE BUNS joins the 52TOYS family, making another exciting debut.

This winter, 52TOYS teamed up with PAPER STONE to create the “Adventure Bakery,” combining online lucky draws with offline experiences to bring fresh energy to PAPER STONE stores in Beijing, Shanghai, Guangzhou, and Shenzhen.

The signing session by Einn, creator of 52TOYS’ IP NINNIC, became one of the liveliest events of the show.

Hey Singapore collectors! 52TOYS is now open at Great World!

Through the medium of a full-length novel, the book constructs a richer and more multidimensional world for the BeastBox IP, endowing the characters with deeper personalities.

The design of 52TOYS' first Macau store incorporates numerous iconic local elements, creating a space brimming with the unique charm of Macau.

October 15-17, 52TOYS showcased its diverse IPs and products at CHINA TOY EXPO。

The first installment of the official Beast Box novel trilogy Collector's Edition, made its exclusive advance sale debut at WF2025Shanghai

This marks the first large-scale outdoor pop-up event for 52TOYS' original transforming mecha series "Beast Box".

The diverse range of products brings endless surprises to players in Chengdu.

52TOYS made its first in-depth appearance at the China International Fair for Trade in Services (CIFTIS), showcasing across multiple exhibition zones to present a vibrant IP toy extravaganza for global audiences.

Hundreds of fans arrived early to wait in line.

The audience at the event spoke very highly of 52TOYS's products.

52TOYS made a big splash at Wonder Festival (WF), the world's largest figure and model exhibition.

52TOYS has set a benchmark for taking cultural products global.

This allows both new and long-time fans, as well as event attendees, to discover surprises and feel the immersive IP experience generated by the synergy between BEASTBOX products and their content.

Looking ahead, we will remain dedicated to fostering creativity. We see each of our fun and lively products as a vehicle to spark conversations with users worldwide, presenting China's narratives in a fresh and modern voice.

We are committed to crafting products and experiences that inspire wonder and delight, providing our players with a personal haven to escape to whenever they wish.

52TOYS has signed Wang Nuonuo, winner of the Baihua Literature Award, to co-create the first domestic toy IP novel.

NOOK, CiCiLu and Pouka Pouka capture the hearts of players with their unique images and rich products.

This became a highlight of the Chinese premiere of Disney's first live-action movie "Lilo & Stitch"

52TOYS Holds Grand Opening of Its First Jiangsu Store

Local consumers call the store: the latest toy paradise

A wonderful encounter between Lotso and Stitch

This is the third time 52toys has participated in the TTE

The popup sale reservation exceeded 10,000 people, and the NOOK limited edition items sold out as soon as they were released.

On December 1, 2024, 52TOYS celebrated the first anniversary of its Thailand flagship store at EMSPHERE, a rising commercial district in Bangkok. From December 2023 to December 2024, 52TOYS has rapidly expanded, opening 10 brand stores in key commercial areas across Thailand.

52TOYS joined forces with many renowned toy brands from around the world, bringing an exciting feast for toy enthusiasts.

52TOYS' Global Expansion is Accelerating

In the future, 52TOYS will continue to expand to more cities, offering diverse experiences through exhibitions, pop-up events, and more, bringing richer interactive experiences to consumers. No matter who you are or what your preferences are, we hope you can find joy in 52TOYS' products.

The BeastBox IP Universe is being built step by step.

Recently, 52TOYS has traveled worldwide, hosting IP-themed pop-up events in Bangkok, Thailand, and Shanxi, China, and attending top industry exhibitions in the United States and Japan, spreading joy to consumers around the globe through toys.

Malaysia, here we come!

The NOOK-themed exhibition debuted at the 2024 CTS Trendy Expo, with its unique IP style attracting thousands of players to queue up for the event.

52TOYS Debuts a Variety of New IP Products at the New York Toy Fair!These products are widely loved by professionals in the American toy industry.

At the beginning of July this year, 52TOYS held a three-day exhibition in Beijing. The full name of the exhibition is "BEIJING DREAMFAIR 2021 Beijing International Original Art and Designer Collection Toy Exhibition". I prefer to call it "Dream Market".

Recently, there was an exhibition called "Collecting Toys Museum" in Sanlitun, which attracted many people to line up to visit. After we went to visit, we found that this was an event organized by the domestic collectible toy brand 52TOYS. The brand exhibited dozens of IPs and various toy products in the museum, bringing us a very novel toy experience.

Founded in 2015, 52TOYS announced the completion of a 400 million RMB Series C financing round in September 2021, marking the largest financing deal in the field that year. During this year's Double Eleven (Singles' Day), 52TOYS also achieved impressive results, with sales in the first ten minutes of the sale growing by over 300% year-on-year.

The Chinese toy market is growing rapidly.

How did a Beijing enthusiast who loves bands, games, and collectible toys use over 20 years to transform a video game store on Dongcheng East Street into a leading collectible toy brand that has completed multiple rounds of financing?

On July 7, the collectible toy store hosted by the domestic collectible toy brand 52TOYS officially opened in the South Courtyard of Sanlitun Taikoo Li South.

A wide range of IPs and multiple immersive exhibition halls deliver an engaging play experience.

On January 17, 2024, 52TOYS held a grand future strategy launch event and partner conference in Beijing, attended by hundreds of distributors from both domestic and international markets.

52TOYS continues to focus on the healthy growth of children and adolescents.

52TOYS donated a batch of blind boxes to the event to encourage young people to start with waste sorting and contribute to environmental protection.

The NOOK limited-edition new release sparked long queues of local players eager to purchase.

Toys are not just art toy

The pop-up event attracted many local young people who came to visit and take photos.

This is the first brand store opened by 52TOYS after introducing its new brand slogan

On December 1st, 52TOYS opened it's first store on 2F of The Emsphere in Bangkok, Thailand with great succes. Many products were sold out on the first day. The brand accelerates its layout in Southeast Asia and other overseas markets