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BRAND STORY

Playing is in our nature.

From a simple stone or stick, to a cherished toy, every moment of play reconnects us to joy and imagination. Play lets us step into a world without boundaries, where curiosity, exploration, and companionship come alive.

At 52TOYS, we believe in the power of play.

We create original IPs and collectible toys that inspire creativity, spark wonder, and bring joy to people of all ages. Our mission is to share these experiences with fans around the world, helping everyone discover the best parts of human nature.

The name “52” carries a double meaning: it’s a homophone of the Chinese phrase “I love,” and a symbol of the 52 weeks in a year.

We are a team of people who love to play all year round—and we want to share that passion with you. Join a community of collectors and dreamers worldwide.

PLAY FOR FUN!

ABOUT 52TOYS

52TOYS is a leading IP-driven toy company built on the brand proposition Play for Fun. Since 2015, we have expanded a strong multi-category portfolio driven by original creativity, consumer insights, and end-to-end product development capabilities.

Our mission is to Make Life More Fun. We deliver collectibles, articulated figures, mechanical and model kits, plush, and lifestyle merchandise—bringing imagination and enjoyment into everyday life. Our portfolio spans 100+ owned and licensed IPs, including global favorites like Crayon Shin-chan and Tom and Jerry, alongside original hits such as BEASTBOX, POUKAPOUKA, and Panda Roll.

With integrated capabilities across IP incubation, design, agile supply chain, and omnichannel retail, we serve fans in North America, Japan, Southeast Asia, and beyond. Based on 2024 GMV, we rank among the top multi-category IP toy companies worldwide.

Our ultimate vision: To Become A Great Toy Company admired by fans across the globe.

OUR VALUES

Brand Proposition
Play for Fun
Brand Mission
Make Life More Fun
Ultimate Vision
To Become A Great Toy Company
BRAND MILESTONES

In May 2015, the 52TOYS brand was officially founded.

In January 2016, 52TOYS hosted its first original prototype design competition themed around “Chinese Mythology.”
In June 2016, 52TOYS launched BeastBOX, China’s first independently developed transforming mecha toy series.

In February 2017, 52TOYS entered the Japanese market and began cooperation with Good Smile Company.

In June 2017, 52TOYS held its first large-scale designer toy art exhibition, DreamFair, themed around original creations, alongside the 2017 Beijing International Original Art & Designer Toy Exhibition.

In February 2018, 52TOYS launched the Ultra-Act series targeting the cultural tourism market.

In July 2018, 52TOYS entered the U.S. market and participated in San Diego Comic-Con (SDCC).

In October 2018, 52TOYS announced partnerships with multiple top-tier international IPs, including Disney.

In April 2019, 52TOYS launched its first proprietary trend IP.

In March 2020, 52TOYS began IP licensing cooperation with Warner Bros.

In December 2020, 52TOYS opened its first offline flagship store in Taikoo Li Sanlitun, Beijing, marking the launch of its direct-to-consumer retail system.

In March 2021, 52TOYS introduced its articulated action figure series.

In June 2022, 52TOYS expanded into overseas e-commerce channels.

In July 2022, the 52TOYS Collectible Toy Museum opened in Taikoo Li Sanlitun, Beijing.

In October 2022, the Founder & CEO of 52TOYS was appointed Vice Chairman of the China Toy & Juvenile Products Association and Chairman of the Trendy & Collectible Toys Professional Committee. 52TOYS became the founding co-chair organization of the committee.

In November 2023, 52TOYS launched its first articulated hair-play toy series “Crayon Shinchan: Dynamic New Life,” which quickly became a bestseller, exceeding 140,000 units sold in its first month and ranking repeatedly on major e-commerce platforms.

In December 2023, 52TOYS opened its first authorized brand store in Thailand.

In December 2023, 52TOYS announced the construction of a content ecosystem centered on the BeastBOX IP and signed renowned science fiction writer Wang Nuonuo as the official novel author.

In May 2024, 52TOYS opened its first authorized brand store in Malaysia.

In July 2024, the first authorized brand store in North America opened in Atlanta.

In September 2024, the first authorized brand store in Singapore opened.

In September 2024, the first authorized brand store in Taipei opened.

In January 2025, the first authorized brand store in Indonesia opened.

In May 2025, 52TOYS entered comprehensive strategic partnerships with Wanda Group and China Ruyi, jointly building an “Entertainment IP + Collectible Toy Ecosystem.”