DAMAI ENT has expanded its live entertainment strategy with the launch of its collectible toy brand "LUCKY LOOP" on August 16, unveiling a plan to open stores across six cities and eight locations. The first batch of physical stores opened simultaneously in Shanghai, Shenzhen, and Guangzhou, with expansion accelerated to include Beijing, Nanjing, and Changsha within the year. This initiative aims to create more offline spaces that blend IP immersion with emotional connection for users.
The initial stores opened on August 16 at locations including Shanghai Wujiaochang Hesheng Hui, Shanghai Raffles City, Shenzhen Coast City, and Guangzhou Zhengjia Plaza. On the opening day, original IPs such as HEY PENNY, ECHOA, and BIKA were unveiled alongside related products. These new faces in the collectible toy space feature distinctive visual designs and bold symbolic elements that resonate with Generation Z's emotional attitudes. HEY PENNY is described as a "walking little solar power station," representing the untamed, precious self we miss after growing up. ECHOA is a mysterious creature covered in galaxy-blue fur, born from a neon lighthouse on the sea surface, resonating with sound and drifting with echoes. BIKA always appears sleepy, living at its own pace and enjoying daydreams, embodying a laid-back attitude where feeling tired is a signal to pause, without needing external understanding.
The core team at "LUCKY LOOP" consists of experienced professionals from the collectible toy industry, with expertise in IP incubation and operation, supply chain management, IP promotion, and global operations. In terms of creator ecosystem and IP reserves, the brand has connected with over 200 designers worldwide, spanning styles from national trends and healing aesthetics to abstract art and trendy illustrations. It has researched and reserved over 200 original IPs, with more than 20 signed and in production. The business head of "LUCKY LOOP" noted that the collectible toy market still has significant gaps in product forms, scene experiences, and cross-sector integration. "We don't believe collectible toys should be confined to fixed categories, nor do we want to be trend followers. Instead of replicating existing patterns, we aim to break traditional boundaries, using new product forms, interaction methods, and IP scenes to expand the space for IP expression. This market is far from reaching its peak, and we look forward to activating more possibilities with industry partners, making collectible toys a living carrier of contemporary emotions and cultural value."
"IP is the core asset of the entertainment industry and the starting point for all commercial narratives. DAMAI ENT has moved from films and performances to collectible toys, but what we do has always remained the same: find great content creators and bring great IPs to users," the company stated. As a live entertainment company with a tech background, DAMAI ENT's business spans films, performances, IP commercial derivatives, TV series, artist management, and ticketing platforms, all dedicated to creating unparalleled live, interactive, and immersive experiences for users. This entry into the collectible toy market marks another extension of the company's live entertainment strategy in the IP field. Leveraging the diverse online and offline business scenes of the Orca Entertainment Group, as well as Alibaba's rich resources and competitive advantages in technology, ecosystems, and channels, "LUCKY LOOP" is poised to become a new growth driver for DAMAI ENT's future development.
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