52TOYS was founded in 2015 and is affiliated to Beijing Lezi Tiancheng Culture Development Co., Ltd. As a pioneer and leader in China's collection of toy culture, 52TOYS has the mission of "making life more interesting" and the vision of "making collection of toys a lifestyle that more people love", and is committed to creating belongings for each generation. Their collection.

The company takes product research and development and design as its core advantages, and its business covers the entire industrial chain such as IP cooperation and incubation, product creative planning, supply chain management, sales channel construction, and market communication. Up to now, there are five product lines: blind box, mecha deformation, action figures, static figures, and designer/artist toys. The company's self-developed IP includes KIMMY&MIKI, BOX series, super activation series, Caicai astronaut, Pichichi, Lilith, etc., and has many well-known domestic and foreign countries, including Disney princess, cats and mice, crayon Shin-chi, Fat Tiger, Canned Pig LULU, etc. IP has reached long-term cooperation.

Thanks to the development of multiple channels, 52TOYS has established a relatively large sales network in the industry. Offline, there are more than 10,000 sales channel cooperation terminals in mainland China, Hong Kong, Macao and Taiwan, Japan, North America, Southeast Asia and other regions, and dozens of brand direct sales have been opened in cities such as Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, and Chengdu. shop. Online, it has an independently developed social e-commerce platform - Danqu, and has set up brand flagship stores on third-party e-commerce platforms such as Tmall and JD.com. In the future, 52TOYS will continue to expand its brand direct stores around the world, laying thousands of drones, covering the consumption scenarios of young people, and reaching a wider range of users.