Chinese IP toy company 52TOYS has submitted its prospectus to the Hong Kong Stock Exchange, with Citigroup and Huatai International acting as joint sponsors. The move positions 52TOYS as the latest player in China’s booming toy IP sector to seek a public listing, following industry leaders like Pop Mart, Bruco, and Kayou. The company’s filing marks another significant step in the sector’s rapid expansion and growing investor interest.
Operating under parent company Beijing Lezi Tiancheng Culture Development Co., Ltd. (founded in 2012), 52TOYS has specialized in IP toy R&D and operations since inception. The company boasts an extensive product lineup including static dolls, movable figures, clockwork toys, transformable mechas, building sets, plush toys, and licensed merchandise. Its portfolio features collaborations with globally recognized franchises such as Crayon Shin-chan, Tom and Jerry, Doraemon, Strawberry Bear, and Stitch.
The IPO attempt comes as China’s toy and collectibles market continues its strong growth trajectory, fueled by rising disposable incomes and growing pop culture fandom. 52TOYS’ diverse product range and IP partnerships position it to capitalize on these trends, though it will face intense competition from established players like Pop Mart, which currently dominates the collectible toy segment. Success in the public markets will likely depend on the company’s ability to scale operations while maintaining creative innovation in an increasingly crowded space.
As 52TOYS prepares for its market debut, analysts will be watching to see if investor appetite remains strong for toy IP companies following Pop Mart’s successful listing. The company’s performance could serve as a barometer for the sector’s continued growth potential and ability to monetize licensed content in China’s evolving retail landscape.
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