When the blind box collides with the jewelry, what kind of magical reaction will it cause? At present, the collectible toy brand 52TOYS has once again created a romantic surprise. Its original IP “Lucky Astronaut” and the famous domestic jewelry brand I DO have jointly launched a joint blind box with the theme of love and wealth. Four models of Lucky Astronauts, representing the beautiful meaning of “love, smoothness, Europe, and wealth”, made their debut. They are also the incarnation of the I DO mini confession officer Beco.
Diversified interest circles trigger the “new” youth life
It is reported that 52TOYS has joined forces with its IP series and I DO to create a limited edition jewelry gift box, as well as an exclusive offline theme pop-up store, bringing young consumers a wonderful feeling of combining trend culture with fashion jewelry, and a more fashionable and avant-garde lifestyle , To convey new lifestyle concepts to consumers, and use cross-dimensional cooperation to arouse widespread attention from young consumer groups.
With the emergence of diversified interest circles, in order to better reach young consumers, in recent years 52TOYS has actively launched cross-industry cooperation with brands in various fields such as finance, beauty, automobile, 3C, maternal and child, through multi-dimensional and multi-channel The commercial cooperation of the company fully encompasses the lifestyles of contemporary young people, and achieves the cultural output of 52TOYS’s own IP.
In the first half of 2021 alone, 52TOYS has successively co-branded with Elvis Presley Radio, Zhongjie 1946, Mei Su Jiaer, Haval Motors, Baidu Input Method, Honor, Minsheng Bank, Bin Ruoshi (Mandan) and other brands to jointly create 52TOYS. Its own IP “KIMMY&MIKI”, “Lucky Astronaut”, and “Canned Pig LuLu”, including a number of joint series cooperation.
52TOYS×Elvis Radio
52TOYS×Baidu input method
Among them, with China Minsheng Bank, it launched the “52TOYS × China Minsheng Bank Co-branded Debit Card”, created 52TOYS themed internet celebrity outlets, and launched a series of theme activities[“Box” Me Together]. It has not only realized the cultural cross-border of online and offline traffic IP, but also the innovative combination of the new collection toy brand and the traditional financial industry, and realized the strong collision and deep integration of “fashion and tradition” and “fashion life + finance”. The trendy new experience has won widespread favor from the general public, especially young consumer groups.
IP drainage fun lifestyle
With the growth of new consumption forces after the 90s, 00s and even 10s, new consumption habits and lifestyles are gradually being formed, and personalized and vertical products are more sought after. At the same time, in the era of mobile Internet, more and more Chinese original IPs are emerging in diversified forms. 52TOYS, which “makes life more interesting”, is more insight into the current consumption mood and consumption habits of young people, hoping to communicate with consumers through continuously strengthened supply chain and channel capabilities, and jointly create and explore new situations. To create a multi-scenario, multi-channel IP+new consumption business model for young consumers, arouse the attention of more young consumers, and let 52TOYS integrate into every part of young people’s fun life.
The form of “cross-border” cooperation, for 52TOYS, represents a fusion of a new aesthetic and a new lifestyle. It will help IP and brands cover more scenarios, while also accepting more elements and integrating with each other. Penetration, so that the IP image is more three-dimensional, the brand has a greater volume and richer content. With 52TOYS’s active exploration of dimensional cooperation in various fields, I believe that in the future, it will also create a new and interesting “new” way of life with multicultural attributes.
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