TOP TOY

About TOP TOY

TOP TOY is a retail company specializing in collectible and trendy toys, targeting consumers aged 10 to 40. The company was founded in December 2020 by Sun Yuanwen, who serves as CEO and has over a decade of experience in the retail industry, focusing on Gen Z consumer habits. He launched TOP TOY after gaining insights into the designer toy sector, with the goal of creating a comprehensive global hub for designer toys.

The company's business model revolves around an immersive 'store exhibition + exclusive products' format, creating engaging experiences for customers. Its product catalog includes over 6,000 SKUs across core categories like blind boxes, building blocks, figurines, and models. TOP TOY operates through both offline and online channels. Offline, it has expanded rapidly, opening its first flagship store in Guangzhou in December 2020 and subsequently launching over 100 stores in major Chinese cities, as well as a theme park store in Shanghai and its first international store in Bangkok. Online, it utilizes e-commerce platforms and collaborates with services like Meituan for efficient distribution.

A key part of the business strategy involves intellectual property (IP). TOP TOY collaborates with over 52 global IP licensors, including major brands like Disney, Marvel, and Sanrio. The company also focuses on nurturing original Chinese IPs and independent designers, providing a platform for artists to bring their creations to market. This dual approach of licensing international IPs and developing local talent allows it to maintain a diverse and appealing product range.