IP Ecosystem Drives Value Upgrade, Educational Toys Promote Building Block Innovation | World Research Consumer Index Brand List Vol.78

During this monitoring period, Lego, Pop Mart, and MiLu ranked top three on the list with comprehensive popularity scores of 1.82, 1.67, and 1.49 respectively.

Image source: Shiyan Big Consumption Index

The IP ecosystem drives the value upgrade of play models, and the demand for emotional culture boosts the construction of the "IP x culture" ecosystem

Judging from the distribution of brands on this month's list, although Lego, Disney, and Card Game are in different segments of the industry, they jointly reveal the core trend of the play model industry: with IP as the core value, meet users' emotional and cultural needs through ecological operation.

Lego, with its "compatibility system" ecosystem, deeply integrates top - tier IPs such as "Star Wars" and local theme park activities, and has evolved from a toy brand to a "cultural symbol" covering all age groups, satisfying the desire for creation and collection.

As the originator of IP, Disney provides impetus to the industry through licensing. Its derivatives directly reach fans with global recognition, meet the demand for a "dreamy experience", and serve as a value endorsement for co - branded brands. Card Game precisely targets the Chinese fashion trend, and through original IPs such as "Card Game Three Kingdoms" and offline competitions, it builds a community ecosystem of "social collection + competitive battles", responding to the cultural confidence of Generation Z.

The commonalities among the three indicate that successful brands have gone beyond the products themselves, and the competition has shifted to the construction of an ecosystem of "IP × culture × community", obtaining user loyalty by providing emotional belonging and cultural identity.

The demand for educational toys drives innovation in building block products, and the integration of functional design and culture promotes diversified transformation

Among building block brands, although MiLu, Brukka Building Blocks, and Senbao Building Blocks have different product forms, they deeply address parents' core demands for educational enlightenment and ability cultivation, jointly reflecting the distinct trend of the play model industry towards deepening educational attributes and precise differentiated positioning.

MiLu adheres to the concept of "open - ended toys". With technology - integrated products such as the "AI bilingual enlightenment drawing board", it focuses on art enlightenment and low - threshold creation, meeting parents' emphasis on aesthetic education and safety. Brukka focuses on the market for young children. With the physical safety of its "large - sized building blocks" and the educational endorsement of STEM certification, combined with popular IPs such as Pokémon, it successfully meets the rigid demand for both safety and fun. Senbao Building Blocks breaks through with the "Chinese fashion trend", deeply explores Chinese cultural IPs such as the Forbidden City and the Shandong Aircraft Carrier, reduces the knowledge threshold through modular design, and precisely targets the interest of teenagers and adult players in national pride and science popularization.

The three brands precisely target the core pain points of parents and Generation Z, and through the in - depth integration of "function + IP + design", drive the industry's upgrade from "pan - entertainment" to the diversified values of "education + culture + entertainment".

Explanation of the list

The Shiyan Consumption Compass series of index reports is a consumption index evaluation system independently developed by Shiyan Index. This series includes major lists such as the "Brand Consumption Popularity Index List", the "Industry Consumption Heat Index List", the "Product Consumption Wave Index List", the "Consumption Popular Event List", and extended list reports for corresponding scopes. It aims to objectively and truly present the trend characteristics of the consumption world through index evaluation, help the industry and brand owners continuously track consumption market trends, provide references for enterprise operations, and enhance comprehensive business competitiveness.

The Shiyan Consumption Compass series of index lists continuously monitors the following industries:

3C digital products, footwear, clothing and accessories, food and fresh produce, household appliances, sports and outdoor products, beauty and cleaning products, mother and baby products, home decoration, automobile consumption, play models and musical instruments, pet products, and medical and health products, a total of 12 major industries.

Image source: Shiyan Big Consumption Index

Disclaimer

This list is exclusively compiled by Shiyan Index. The views, conclusions, and suggestions in the list are for reference only and do not represent any specific investment advice or decision - making basis.

The calculation of the list data combines public data from mainstream platforms and the data precipitation of the Shiyan Big Consumption Platform under the Zhidemai Technology. We have taken reasonable measures to ensure the reliability and accuracy of the provided data as much as possible, but we cannot rule out some errors or deviations due to the limitations of the data itself. In addition, some of the data in this report has not been formally audited by an independent third - party auditing institution, so there may be unidentified errors or omissions. It is especially reminded that the market situation may change at any time, so the predictions, analyses, and conclusions in the report may differ from the actual situation.

Any third - party names, brands, or products mentioned in the report are for illustrative purposes only and do not constitute an endorsement or recommendation. Any mention of these third parties should not be regarded as an endorsement or recommendation in any form. The copyright of the report belongs to Zhidemai Technology Group and Shiyan Index, and it may not be reproduced or distributed without permission. Zhidemai Technology Group and Shiyan Index shall not assume any legal liability for any losses or damages caused by the use of the information in this report.