Disney IP authorized trendy toy brands expand again: Pop Mart, Miniso, 52TOYS and others work together to create new hot models
In recent years, Disney has continuously expanded its business boundaries through IP authorization cooperation, and has recently joined hands with the leading domestic trendy toy brands. According to public information statistics, Disney has reached cooperation with brands such as Pop Mart, Miniso, and 52TOYS in the past 10 days, which has aroused heated discussions in the industry. The following are the structured data analysis and cooperation details:
| Cooperating brands | Cooperation IP | Product Type | Estimated time to go on sale |
|---|---|---|---|
| Pop Mart | Disney's 100th Anniversary Limited Series | Blind box/figure | Q4 2023 |
| Miniso | Winnie the Pooh, Strawberry Bear | Household supplies | October 2023 |
| 52TOYS | Marvel Avengers | Transformed Mecha Toys | November 2023 |
1. Cooperating brand data analysis
According to the sales data of e-commerce platforms, the three major cooperative brands all have significant advantages in the trendy toy field:
| brand | Revenue in 2022 (billion yuan) | market share | Core user age |
|---|---|---|---|
| Pop Mart | 46.17 | 8.5% | 18-35 years old |
| Miniso | 100.86 | 15.2% | 15-30 years old |
| 52TOYS | 9.33 | 1.8% | 20-40 years old |
2. Analysis of Disney IP Business Value
All the IPs authorized by Disney this time have extremely strong monetization capabilities:
1.Disney's 100th Anniversary Series: Covering classic images such as Mickey and Donald Duck, global peripheral sales have exceeded US$5 billion in 2023
2.Winnie the Pooh series: The annual retail sales of authorized goods in China exceeded 1.2 billion yuan, and the repurchase rate of derivatives reached 34%.
3.Marvel Universe IP: Global derivatives revenue reached US$8.1 billion in 2022, of which China contributed 18%
3. Industry impact and trend forecast
This cooperation highlights three major industry trends:
1.IP joint branding is younger: Generation Z consumers' acceptance of co-branded products is as high as 72%, an increase of 21 percentage points from 2020
2.Channel sinking accelerates: Miniso 3000+ offline stores will help Disney IP reach third- and fourth-tier cities
3.Product technology integration: 52TOYS plans to add AR interactive function to Marvel mecha to increase product premium space
4. Consumer feedback survey
According to social media monitoring data, the discussion on related topics presents the following characteristics:
| platform | Discussion volume (10,000) | Positive evaluation proportion | Core concerns |
|---|---|---|---|
| 28.6 | 78% | Collection value | |
| Little Red Book | 15.2 | 85% | Design creativity |
| B station | 9.3 | 91% | Technology interaction |
Industry insiders analyzed that Disney's cooperation will drive the scale of China's trendy toy market to exceed 60 billion yuan in 2023, an increase of 23% over 2022. In the future, more international IPs may adopt the "multi-brand authorization + differentiated product" strategy to form a matrix effect of IP commercialization.
check the details
check the details
en
