On April 17, YHTOYS, the pop toy brand under Yuehua Entertainment, officially announced that top celebrity Wang Yibo has become the global ambassador for its original IP "Xiao Ao aoo". This move signals that after stabilizing its core artist business, Yuehua is accelerating its efforts in artist value extension and the pop toy sector.
According to the plan, new products from the "Xiao Ao aoo" series will be simultaneously launched in YHTOYS robot stores operated by Yuehua, partner Here Group's retail locations, and will also be sold through the retail networks of MINISO LAND and MINISO SPACE under Miniso.
Yuehua's strategic shift toward pop toys stems from the segment's strong growth trajectory and the visible ceiling of its primary artist management business. In 2025, Yuehua for the first time disclosed financials for its pop toy division as an independent business unit. Annual report data showed the division achieved revenue of 37.134 million yuan with a gross profit margin as high as 45%.
In comparison, the company's traditional artist management business reported a gross profit margin of only 22.8%. Pop toys have become the most profitable segment among Yuehua's four main business divisions.
Within this strategy, US-listed Here Group (formerly Quantum Sing) serves as Yuehua's earliest key industrial ally. The two companies conduct deep IP incubation and operations through their joint venture "Walk With Hua," with Here Group providing product design and supply chain management capabilities while Yuehua contributes稀缺 celebrity influence and marketing resources.
Their previously co-developed VIVISTAR IP has already validated this model. Sources close to Here Group revealed that "Xiao Ao aoo" will continue the cooperative development and operation model similar to VIVISTAR, with Here Group providing sales channel support.
Yuehua Entertainment founder Du Hua previously stated publicly that 2026 marks the company's transformation year, hoping the public will view Yuehua not just as a star-maker but as a comprehensive company integrating "robotics + AI + pop toys."
Regarding channels, the first batch of YHTOYS ROBOSHOP stores, jointly created by Yuehua and Jinma Entertainment, have already opened in prime commercial districts in Beijing, Shanghai, Nanjing, Guangzhou, and Hangzhou earlier this year. The company plans subsequent overseas expansion with South Korea or Southeast Asia as pilot markets, aiming to further expand retail points within the year.
With the boost from superstar Wang Yibo's influence, Yuehua Entertainment's pop toy ambitions are expanding further. While a top celebrity's popularity and buzz can rapidly achieve IP exposure and break into new circles, providing initial momentum for new products, the long-term success of an IP becoming a stable asset still depends on continuous validation of product strength and channel capabilities. Whether this path can create sustainable blockbusters remains to be seen over time.
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