At the 2025 China International Fair for Trade in Services (CIFTIS), the bustling booth of domestic toy brand 52TOYS presented a scene emblematic of a new era. Visitors ranging from young adults to older generations were drawn not just to play, but to connect, as the company's charming characters like NOOK and CiCiLu served as conduits for emotional resonance. This phenomenon underscores a significant industry shift: the advent of "Toy 2.0," where playthings transcend their traditional child-centric boundaries to become vehicles of emotional value and cultural expression for consumers of all ages.
The driving force behind this transformation is a powerful, self-reinforcing business model. At the CIFTIS E-Commerce Forum, Chen Wei, Founder and CEO of 52TOYS, articulated this strategy as "Empowering Scenarios with IP - Evoking Emotion through Scenarios - Driving Consumption with Emotion". This framework moves beyond simple product sales, aiming to create immersive experiences where intellectual property (IP) sparks feelings that naturally lead to engagement and purchase.
The Engine of 2.0: Dual IP Strategy and Cultural Innovation
52TOYS powers this model through a robust "Dual IP Strategy." On one front, the brand collaborates with globally recognized franchises like Wandering Earth 2, Superman, and How to Train Your Dragon, leveraging their massive appeal to reach wide audiences. Simultaneously, the company is aggressively building its own portfolio of original characters, such as the introverted creative boy NOOK and the brave oceanic messenger CiCiLu. These original IPs are often imbued with relatable personalities and backstories designed to foster a sense of companionship and identification among adult collectors.
A standout component of this original lineup is the "Super Activate" series, developed in partnership with institutions like the National Museum of China. This innovative line transforms ancient cultural relics, such as the "Storytelling Figurine" and the "Pottery Eagle Ding," into whimsical, wind-up toys. By making static history "walk," 52TOYS successfully bridges millennia, turning cultural heritage into a tangible, playful, and emotionally engaging modern commodity.
Closing the Loop: From Landmark to Lifelong Memory
The theoretical model finds its ultimate expression in real-world collaborations. A prime example is 52TOYS's partnership with the Shougang Park, the former steel mill turned urban revitalization landmark that hosted CIFTIS. Here, the brand's "IP Empowers Scenario" principle comes to life.
Empowering the Scenario: 52TOYS created large-scale outdoor art installations of its IPs and designed exclusive products like "NOOK the Little Steel Craftsman," directly integrating its characters into the park's industrial aesthetic.
Evoking Emotion: These installations transform the imposing industrial site into a friendly, explorable, and Instagram-worthy playground. The juxtaposition of cute toys against rugged backgrounds creates a unique emotional texture—a mix of nostalgia, surprise, and delight that resonates deeply with visitors.
Driving Consumption: The emotional connection forged at the scene naturally channels into the desire to own a piece of that experience. Limited-edition park-themed toys, available at pop-up stores or as souvenirs, allow consumers to take home a physical memory, effectively closing the emotional-commercial loop.
A Global Market for Emotional Fulfillment
This strategy is not confined to China. The global appetite for emotional satisfaction through collectibles is vast, with the toy industry for all ages estimated to be a market worth hundreds of billions to even trillions of yuan. 52TOYS is capturing this demand worldwide; its overseas revenue reportedly skyrocketed from 35.4 million yuan in 2022 to 147 million yuan in 2024, representing a compound annual growth rate of over 100%.
The scene at CIFTIS was a powerful snapshot of Toy 2.0's core truth: in an increasingly digital and fragmented world, people of all ages seek connection, comfort, and a spark of joy. By masterfully weaving IP, culture, and immersive experience into a coherent emotional journey, brands like 52TOYS are no longer just selling toys. They are curating feelings and building communities, proving that the most valuable play is the kind that touches the heart.
Post time: Jan-02-2026
