Achieving global brand building with "infrastructure construction" at the core
On March 22, 2025, TOP TOY, a Chinese global trendy toy collection brand incubated by MINISO, held a strategic upgrade conference themed "Chinese Trendy Toys, Riding Waves Globally" in Shanghai.
Based on the domestic market and the pilot results overseas in Southeast Asia, TOP TOY announced the launch of its globalization strategy upgrade . It put forward a three-major infrastructure upgrade plan centered around "channel network, empowering IP value with super supply chain, and global user assets", and jointly established the "China Trendy Toy Overseas Alliance" with several local trendy toy brands/IP studios. The goal is to cover the core business districts of 100 countries globally within the next five years, open more than 1,000 stores, and promote Chinese trendy toys to leap from "manufacturing output" to "cultural cultivation".
Sun Yuanwen, founder and CEO of TOP TOY, said that the core of the alliance lies in reducing the threshold for going overseas through standardized infrastructure construction, enabling each partner to create value in the ecosystem and quickly access the global market.
In TOP TOY's five-year plan, overseas sales are expected to account for over 50%, with store layout covering more than 40 countries and product sales in more than 150 countries. Among them, the proportion of Chinese IPs is planned to reach over 50%.
Since its establishment on December 18, 2020, TOP TOY has laid out 276 stores in China and accumulated over 10 million members. Data shows that TOP TOY's total revenue in 2024 was CNY 980 million, a year-on-year increase of 45%.
Data from Euromonitor shows that the global trendy toy market size is expected to reach USD 48 billion (CNY 348 billion) in 2025, with an average annual growth rate of 12%. Among them, China's supply chain contributes over 60% of the production capacity but only accounts for 20% of the brand value end.