On December 21, 52toys recently announced that its original deformation mecha series, the beast box, has officially changed from 1., which focuses on product research and development0 era, into the "toy + IP" 2In the 0 era, build an ecosystem with IP as the core.
It is reported that the beast box is an original transformation mecha series launched by 52toys in 2016, and in the future, it will be launched around the IP**, comics, animation, movies and other content.
The incubation of IP is a long process, at present, consumers' demand for toys presents diversity, personalization and other characteristics, IP must first have a unique design concept and complete intellectual property rights, the content side can be used as the core of IP development, so that consumers can have chain memories, which is why we chose to build an original deformation mecha IP ecological chain at this time. Huang Jin, co-founder and president of 52toys, said.
In the past 7 years since its birth, 52toys' original beast box series has a solid foundation for products, users and markets. To build an IP ecosystem, we first need to enrich IP flesh and blood. Therefore, 52toys decided to take ** as the first link of the IP ecology of the beast box. 52toys officially signed a contract with Wang Nuonuo, a famous domestic science fiction writer, to create a feature-length novel, taking an important step towards the ecological construction of the IP of the beast box.
52toys hopes to use the potential energy of the IP ecology to let IP enter different cultural circles through different content forms such as **, comics, animation, movies, etc., reach more and more consumers, and let consumers establish emotional connections with them. It enables consumers to get happiness and companionship from IP and toys, so as to realize the closed loop between toys and IP, and the two feed each other to form a lasting vitality through time and space. Huang Jin said.