In the vast ocean of digital entertainment, TANWAN (09890) has reached its tenth milestone. At this pivotal moment of its 10th anniversary, the company has rolled out a series of strategic initiatives, showcasing its determination to evolve into a pan-entertainment ecosystem under the three core drivers: "AI + Gaming," "Globalization of IP Products," and "Gaming + Trendy Toys."
On November 27, TANWAN held a grand 10th-anniversary celebration themed "Beyond Boundaries, Forge New Horizons" at the Guangzhou International Media Port. The event featured an 80-meter-long timeline staircase, chronicling key milestones from the company’s founding to product launches and global expansion. Over the past decade, TANWAN has created iconic marketing campaigns, such as "Come at Me, Bro" and "Authentic Legacy, Original Legend," cementing its reputation as a pioneer in gaming industry marketing.
During the celebration, a senior official from the China Audio-Video and Digital Publishing Association remarked, "TANWAN’s decade-long journey epitomizes the innovation and ambition of China’s gaming industry." He praised the company’s steady growth and commitment to healthy industry development while expressing high expectations for its future.
The Secretary-General of the Internet Society of China’s Industry Self-Discipline Committee also unveiled the "Game Industry AI Innovation and Responsibility Initiative," aimed at guiding and standardizing AI applications in gaming to foster high-quality, sustainable growth.
TANWAN’s founder, Mr. Wu Xubo, extended heartfelt gratitude to industry associations, partners, and employees, stating, "Every step of TANWAN’s growth has been guided by the industry, supported by partners, and driven by our team’s dedication and passion."
Looking ahead, Ms. Wu Xuan, TANWAN’s co-founder, outlined the company’s strategic vision: "TANWAN will continue to innovate, prioritize players, and leverage technology to break boundaries and explore new frontiers," reaffirming its commitment to excellence in gaming.
On the same day, TANWAN announced a partnership with COEXIST Group, signing an "Artist Collaboration Agreement" to engage over 200 top-tier, mid-tier, and emerging trendy toy artists in derivative product development, sales, and promotions. This collaboration marks a strategic expansion into the trendy toy sector, integrating "Classic IP + Artist IP" to enrich its business ecosystem.
Leveraging its expertise in digital IP operations and precision marketing, how will TANWAN realize its vision of "bringing art into everyday life" through this new trendy toy ecosystem?
**A Decade in the Making: TANWAN’s "Classic IP + Artist IP" System** As early as 2021, TANWAN ventured into the trendy toy market with its proprietary IP "BRO KOOLI," taking the first step in "digitizing physical IP." By 2025, with its focus on "IP Globalization" and "Gaming + Trendy Toys," the company has undergone a comprehensive strategic upgrade.
This year, TANWAN established a dedicated trendy toy team and launched experimental products like the vinyl plush toy "CASHY BABY," with plans to introduce the industry’s first water-chip-based trendy toy IP, "LILIA ANGEL." These efforts aim to build a complete IP ecosystem spanning trendy toys to lifestyle products.
In September, TANWAN secured a five-year exclusive licensing agreement with Chengdu Model Play Culture Communication Co. for "THE GARFIELD MOVIE" IP derivatives—including figurines, blind boxes, sculptures, building blocks, and plush toys—across Greater China. With over 40 years of history, 300 million global fans, and $10 billion in market value, the Garfield IP provides TANWAN with a natural traffic advantage in the trendy toy market.
The collaboration with COEXIST Group further solidifies TANWAN’s "Classic IP + Artist IP" system, with potential extensions to its proprietary brands (e.g., BRO KOOLI, CASHY BABY, LILIA ANGEL) and global classics like Sesame Street and PINGU. This synergy aims to diversify IP creativity and integrate art into daily life.
By transforming in-game characters, cultural symbols, and artistic assets into collectible trendy toys, TANWAN has created a "virtual-physical" IP value enhancement system, extending IP lifecycles and forming a cross-media, cross-consumption ecosystem. This approach seeks to bridge players’ emotional connections from virtual worlds to tangible trendy products, enriching user experiences and expanding monetization avenues.
**Core of Ecosystem Strategy: Redefining Trends with "Emotional Interaction Design" and "Social Scenarios"** TANWAN’s trendy toy strategy goes beyond IP aggregation, focusing instead on consumer trends and emotional engagement. Its brand philosophy, "Brighten Everyday with Creativity and Fun," revolves around two pillars: "Emotional Interaction Design" and "Social Scenario Experiences," positioning trendy toys as emotional conduits rather than mere collectibles.
Under "Emotional Interaction Design," each product is crafted to carry personal narratives, serving as "emotional vessels" and social connectors. By merging digital technology with artistry, TANWAN explores interactive expressions—from dynamic digital content to blockchain-based collectibles—infusing toys with "living warmth" for deeper user resonance.
The "Social Scenario Experiences" strategy integrates trendy toys into daily life through offline collaborations (e.g., pop-ups, cafes) and online community engagement, encouraging user-generated content. Future plans include functional trendy toys tailored to diverse scenarios.
Moving forward, TANWAN will deepen its user-centric IP ecosystem, supported by its "AI + Gaming" strategy to enhance marketing precision and operational efficiency. As a key segment of its new consumer business, trendy toys combine global IP influence, artistic scarcity, and digital prowess to deliver culturally rich, emotionally resonant experiences—leading the next wave of digital entertainment and trend fusion.
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