Enterprises from Sichuan and Guangdong provinces have joined forces in the burgeoning collectible toy sector, marking a significant partnership in a market projected to reach a scale of 100 billion yuan. The collaboration was formalized during a recent industry exchange event held in Dongguan, Guangdong.
From April 10 to 11, a delegation of Sichuan-based companies and institutions participated in the Sichuan-Guangdong Collectible Toy Industry Cooperation Matchmaking Event. The itinerary included matchmaking sessions, exhibitions, and site visits to key industry hubs in Dongguan, known as China's capital for collectible toys. Visits to the Manbo Center, Guangdong Deshen Intelligent Manufacturing Co., Ltd., and Dongguan Weishi Culture Technology Co., Ltd.—all located within a short 10-minute drive of each other—highlighted the concentrated and efficient nature of the local industry.
Dongguan's manufacturing prowess was a key focus. The city is responsible for producing nearly 85% of China's collectible toys and approximately a quarter of the world's anime derivatives. Industry representatives highlighted capabilities such as "48-hour rapid prototyping and 72-hour mass production." For example, the metal puzzle brand "Pintoo," based in Dongguan, has achieved global sales exceeding 100 million sets.
The Sichuan delegation showcased its strengths in cultural intellectual property (IP). An exhibition featured familiar Sichuan symbols transformed into potential products, including blind boxes based on Sanxingdui artifacts, character stands from the upcoming film "Nezha 2," and文创 products from the Jianmen Pass "Shudao Collection," which attracted significant interest from Dongguan enterprises.
This partnership is seen as a natural fit. "Sichuan's advantage lies in its rich cultural IP symbols and consumer market, while Dongguan's strength is in manufacturing. The collaboration between the two regions is a process of elevating a '2D' cultural symbol into a '3D' physical product," said Tong Yuan, Executive Secretary-General of the Dongguan Collectible Toy Association.
To facilitate cooperation, a "Sichuan Collectible Toy Industry Cooperation Opportunity List" was released. It includes over 10 projects from cultural enterprises and museums in Sichuan, such as Sanxingdui文创 cooperation, IP development for Panda Bookstores, and collaborations involving Zigong lanterns, providing clear entry points for Dongguan manufacturers.
Companies actively pursued opportunities. A representative from Chengdu Starry Stone Culture Development Co., Ltd., which holds IPs like "Zhetian" and "Xuan Yuan Sword," stated the need for Dongguan's mature supply chain to meet high market demand and shorten production cycles. Meanwhile, Wang Zijun from Xinhua Winshare Publishing and Media Co., Ltd. expressed interest in collaborating with Dongguan firms on panda-themed products for a new Panda Bookstore location.
The event also led to the establishment of the Sichuan-Guangdong Collectible Toy Industry Innovation Development Consortium, signaling a long-term commitment to collaboration. "We hope to invite Dongguan enterprises to the Sichuan文创 Week in the second half of the year, aiming to bring new enhancements to Sichuan's文创 industry," said Feng Yan, Vice President of the Sichuan Cultural and Creative Industry Research Institute.
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