Everything about 52TOYS: releases, IPs and collaborations, business and retail.
Summaries are AI-generated
As the exclusive partner, 52TOYS built three themed zones in the Shougang Park core hall. The booth featured exclusive POUKAPUKA merch and a new plush collab with the fair's mascot Fu Yan, marking the first toy IP partnership at the event.
52TOYS attended both Wonder Festival in Japan and San Diego Comic-Con in July. The Alien Beast Box variant, Street Fighter 6 exclusives, and Disney Stitch products sold out, showcasing the brand's strength and overseas expansion.
52TOYS recently opened a new store at Hong Kong International Airport Terminal 1, featuring a retro terminal design, themed zones for POUKAPOUKA, NOOK, and CiCiLu, and exclusive airport merchandise.
At a partner conference in Beijing, founder Chen Wei revealed 2026 plans to launch over 1,000 new items across 100+ IPs and seven categories. In 2024, the company reported 630 million yuan in revenue and a 39.9% gross margin, with IP licensing costs of about 45.755 million yuan.
In August 2025, POP MART reported 13.88 billion yuan in revenue, with its stock hitting a record high. The same month, TOP TOY, backed by MINISO, secured investment from Temasek at a post-money valuation of about 10 billion HKD. Major Chinese art toy brands like POP MART, Blokees, Kayou, and 52TOYS are rushing to list or file IPOs, accelerating their expansion into Southeast Asia.
Kayou resubmitted its IPO prospectus to the HKEX in April 2025. The company is developing film card products like 'Ne Zha 2' and expanding its IP matrix to 70 to reduce reliance on core IPs like Ultraman and My Little Pony, while attracting a broader adult user base.
52TOYS plans to list on the Hong Kong stock exchange, becoming China's third toy company to go public after POP MART and Blokees. The article compares POP MART's stock surge of over 11 times since February 2024 and its market cap exceeding 300 billion yuan, discussing the balance between IP monetization efficiency and incubation speed.
After its IPO, POP MART applied for defensive trademarks like 'PaoPao MaTe' to cope with the crowded toy market. The article compares the store expansion plans, IP strategies, and challenges faced by TOP TOY, 52TOYS, and X11.
The 2026 China GT Shanghai round ended with 52TOYS × Phantom Global debuting Wigo cars. The 66 Porsche 911 GT3 R team of Chris Chia and Enzo Trulli won the class title.
52TOYS and PhantomGlobal bring the debut of original IP Wigo to the China GT Shanghai round at the Shanghai International Circuit from September 5-6. Two custom Porsche race cars bring the Wigo spirit to GT racing.
NINNIC, the original IP of 52TOYS, will appear as a toy ambassador at the 2026 China International Fashion Week in Beijing from Sep 4‑10. Designers LockFlyDuck, Jin Yong‑xuan and He Meng‑meng serve as “NINNIC fashion co‑creation friends,” creating exclusive outfits for the “NINNIC Free‑Form Series.” The collaboration injects high‑fashion design into the toy, boosting NINNIC’s fashion profile.
52TOYS and PhantomGlobal debut LITTLE BUNS race cars at the 2026 PCCA Sepang round. Driver Xie An secured P2 podiums three times, ranking third in the Elite class.
52TOYS and PhantomGlobal Team compete in the 2026 Porsche Carrera Cup Asia (PCCA) Sepang round from Aug 21-23, fielding two LITTLE BUNS-themed Porsche 911 GT3 Cup race cars.
52TOYS' Shanghai QDF Summer Cinema concludes, capturing all healing moments.
52TOYS and YOMI collaborate to launch a new product line themed around a sweet summer.
52TOYS' original IP Lilith attended the 55th San Diego Comic-Con (SDCC 2026) from July 22 to 26, debuting the globally limited 'Lilith Fog Demon Black Cat' pendant. The product, featuring long-haired material and gothic design, sold out on-site. The booth also showcased the Lilith Forbidden Contract Series, Dark Curtain Shadow Series, and Mary Century Series.
52TOYS and PhantomGlobal have launched a crossover partnership, creating a NOOK-themed race car for the 2026 China GT Zhuhai round.
On July 26 at the Zhuhai round, PhantomGlobal’s team drove a 52TOYS NOOK‑liveried Porsche to an overall eighth place and a group podium, maintaining the lead in the PA International standings. The team will return for the China GT round in Shanghai on September 5‑6, with continued backing from 52TOYS.
At the 9th Global Licensing Expo Shanghai (LEC) on July 15‑17, 2026, 52TOYS showcased its diverse IP matrix and opened product, theme, digital and space licensing. Highlighted IPs such as POUKAPOUKA, NOOK and NINNIC have already secured collaborations with brands like Orion, Changan Qiyuan, COSTA and Naixue's Tea, underscoring strong commercial potential.
52TOYS becomes the exclusive trendy cultural brand partner for the 2026 Service Trade Fair. This marks the first time a national-level event has crossed over into the designer toy sector.
The 20th anniversary celebration and the 'City IP Entertainment Home' strategy launch of Happy Valley Beijing were held on June 27, 2026. Happy Valley Group officially initiated the 'Happy Interconnection' cultural tourism integration innovation platform. 52TOYS, as a co-initiator, attended the event to jointly promote the deep integration of high-quality content with offline park scenes.
52TOYS launches Toy Story 5 scene toys, mini figures, and plush pendants to evoke childhood memories.
On June 18, 52TOYS Beijing HQ held its first post-move Dragon Boat Festival event, featuring a gathering of popular IPs like NOOK, CiCiLu, NINNIC, POUKAPOUKA, and LITTLE BUNS, with themed photo spots, games, and DIY experiences.
On June 6, 2026, 52TOYS Beijing Changying Tianshijie Store hosted CiCiLu's 1st Anniversary Birthday Party with artist signings and limited items. Creator Lanmao shared stories and a flash sale sold out the CiCiLu birthday cake large figure in under 5 minutes.
On June 3, a joint media group from Beijing Daily, Beijing Radio and Television Station, Beijing News, and Beijing Youth Daily visited 52TOYS headquarters to conduct field research on high-quality growth of Beijing private enterprises and original IP incubation. The delegation toured the brand showroom and held a symposium with 52TOYS public affairs leadership regarding company overview, IP strategy, and product creativity.
52TOYS' original IP NOOK partners with Changan Q05 at the Beijing Auto Show, creating a joint zone with interactive activities and a photo booth.
52TOYS celebrated its 11th anniversary and moved into its new Beijing and Guangzhou headquarters. The company held a ceremony at the new office, where Chairman Chen Wei and President Huang Jin launched the new space and shared plans to collaborate with global studios like Disney and Warner Bros.
From May 15 to 24, 2026, 52TOYS held the first China New Cultural and Creative Market at Chaoyang Park, Beijing, featuring an immersive zone centered on original IP Panda Roll.
52TOYS partnered with the China International College Student Fashion Week, appointing its original IP Lilith as the “Trend Ambassador.” The collaboration features a design contest, a pop‑up shop, and a runway appearance, showcasing Lilith’s cross‑over appeal in creation, sales, and fashion.
52TOYS partners with Shanxi Museum and Zhonglou Street to unlock new ways to experience trendy toys on this thousand-year-old street. The NOOK Shanxi Museum Wonder Fun Park, which was a hit during the Spring Festival, returns this summer.
