This document mainly focuses on the overseas expansion of Chinese trendy toy brands and introduces various topics related to trendy toys.
First, it explains the definition of the trendy toy market, which is a consumer market that turns physical dolls into products with emotional connections, suitable for social interaction and collection. The products come in various forms such as blind boxes and art toys, and are significantly different from traditional toys in terms of audience and characteristics. For example, blind boxes attract consumers through random draws, with Pop Mart being a representative brand.
Then, it analyzes the driving factors behind the development of the trendy toy market. The prosperity of the IP economy and social needs have both promoted the development of the trendy toy market. The market size of trendy toys both globally and in China is also showing a growth trend, such as the global trading card market and the Chinese card market, which are both steadily growing.
It also introduces some domestic and international trendy toy brands, such as Disney, LEGO, Pop Mart, and KAYOU, as well as their IPs, sales channels, and other situations. At the same time, taking Pop Mart and KAYOU as examples, it describes cases of Chinese trendy toy brands going overseas, including the markets they have entered and the strategies they have adopted.
Finally, it points out that there is great potential for trendy toys to go overseas, but there are also challenges such as cross-cultural communication. Chinese trendy toy brands need to formulate localization strategies and make more efforts in IP incubation, marketing systems, and other aspects.
