• Campus Trend"Guzi" Craze Sweeps K-12 Schools: Anime and gaming merchandise — badges, standees, figurines, cards — has become the must-have "social currency" among students during school breaks. "Guzi" (a transliteration of "goods") consumption is moving from niche fan circles into the mainstream.
• LicensingPolice Crack Down on Counterfeit "Guzi": The booming market has attracted bad actors producing and selling pirated merchandise. Hefei police recently busted a related case. With tightening regulation, licensed products and traceable supply chains are becoming the baseline for market access and brand trust.
• Supply ChainFrom “labor of love” to industrial-scale production: Anti-piracy enforcement is driving orders toward licensed factories with full-chain quality control, and production of licensed merchandise is expected to become increasingly concentrated.

Licensed Manufacturing

Industrial Support for Licensed Merchandise

Hengyi leverages its four in-house factories—plush, acrylic, badges, and packaging—to handle mass production of licensed IP merchandise. With full in-house control from IP interpretation and 3D modeling to quality inspection and delivery, we provide brand owners with compliant, reliable, and traceable supply capabilities.

Product Matrix

Full Coverage Across Badges, Standees, and Cards

A full range of categories including transparent cards, lenticular cards, photo cards, laser tickets, trading cards, collectible cards (foil stamping/UV/embossing), can badges, and acrylic standees—meeting the licensed merchandise needs of different IPs and channels.

From September 9–13, the 2026 China International Fair for Trade in Services (CIFTIS) was held at Shougang Park in Beijing, with designer toys emerging as a major highlight of this year's fair:

• Debut52TOYS NOOK&SEEK Twin Stars Debut: As the CIFTIS trendy culture brand partner, 52TOYS achieved the first-ever official designer toy IP collaboration in CIFTIS history, combining its self-developed IP POUKAPOUKA with the mascot "Fu Yan," and debuting the NOOK&SEEK Twin Stars series on site.
• AnniversaryPOP MART MOLLY 20th Anniversary: At the "Rise of Guochao" exhibition area in Chaoyang, Beijing, POP MART set up a MOLLY 20th anniversary special exhibition, featuring a giant castle inflatable installation and blind box vending machines, with the Chang Shana collaborative Dunhuang series and Han Meilin collaborative series displayed together.
• Heritage"Intangible Heritage + Designer Toys" Converge: MOLLY's traditional culture tour, HERE Qimeng Island's new Beijing silk figurine products, and more showcase the creative depth of guochao IPs.

Trend

IP Collaborations and New Product Launches Become Trade Show Staples

Leading trendy toy brands are unveiling their first launches and debuts on the same stage. Co-branded cultural merchandise and limited-edition figurines have become the core drivers of foot traffic and social buzz at trade shows, and derivative product development capabilities are increasingly becoming a key component of brand competitiveness.

Case Study

MINISO x Chiikawa: 2.68 Million in 10 Hours

From the CIFTIS collaboration to the Chiikawa pop-up (2.68 million yuan in sales in 10 hours), the emotional value of IP collaborations continues to prove itself——highly faithful, high-quality merchandise supply is the foundation for turning a hit into reality.

• Blind BoxPrecure Finger Puppet Keychain Blind Box Pre-Sale:GOGOGOODS launches the PetitCure～Precure Fairies～ series, featuring soft, adorable finger puppets with enhanced playability. Pre-orders now open.
• IP Blind BoxMGM Original IP Blind Box Launched:"MGM Leo · Star Fantasy Six Lions" is officially released, accelerating the expansion of cultural tourism IP derivatives; JD Supermarket simultaneously debuts the "9 Provinces 5 Flavors Tipsy Mini Wine Blind Box," an innovative blind box + culture card combination.
• New ArrivalsIPSTAR Flagship Store New Arrivals:The Shanghai New World flagship store welcomes new merchandise from "Katekyo Hitman Reborn!," "Oshi no Ko," "Detective Conan," "Identity V," and more, as offline merchandise channels continue to expand.
• InternationalSan-X Universe Shibuya Pop-Up Opens September 17:San-X characters come together across franchises in Shibuya, with a limited-time "heart"-themed merchandise collection on sale, as international IP pop-up concepts continue to gain momentum.

Category

The Flexible Supply Chain Behind Pop-Ups and Blind Boxes

Pop-ups and blind boxes demand flexible manufacturing with small batches and fast delivery. Hengyi's standardized production lines support parallel multi-SKU output, keeping pace with new product launches and limited-time pop-up schedules.

Channel

Online and Offline Channels in Full Bloom

From offline flagship stores and pop-ups to online pre-sales and blind box e-commerce, merchandise distribution channels are increasingly diversified, placing higher demands on category coverage and restocking speed for peripheral supply.

• 09.11–09.13 2026 Guangzhou International Gift, Cultural & Creative and Lifestyle Expo (Huali Expo Guangzhou)

  Poly World Trade Center Expo, Guangzhou — Hengyi Cultural & Creative will showcase gift packaging and cultural & creative merchandise, connecting with the golden procurement season for the double festivals.

• 10.01–10.11 WTT China Grand Smash 2026 (Shougang Park, Shijingshan, Beijing) · 14 days to go

  Nearly 70 licensed cultural & creative products (four series: plush, pins, accessories, and lifestyle), with the Plush Zoo series making its debut — table tennis-themed merchandise will be unveiled in a concentrated showcase.

• 11.20–11.22 2026 Guangzhou Cultural Industry Fair & Global IP Cultural & Creative and Designer Toy Gift Pavilion (Huali Expo)

  Canton Fair Complex, Hall D — 20,000 sqm of exhibition space with 1,000 international standard booths, focusing on IP licensing and designer toy gift procurement.