Toy models build IP ecosystems, musical instruments compete in the mass market | World Research Consumer Index Brand List Vol. 90

The current toy model and musical instrument industry is undergoing a profound restructuring of its business model. The toy model track, with its "IP stratification + ecological expansion", precisely targets diverse customer groups with a full - range of priced products. Relying on the "classic + original" IP matrix, it builds a complete ecosystem from the core circle to general users.

In the musical instrument field, there is an accelerated transformation from professional equipment to mass - consumer products. Intelligent technology continuously lowers the usage threshold, promoting the popularization and scenarization of music creation. Breaking category boundaries and building in - depth user connections in these two fields have become the key engines driving the continuous growth of the industry.

Image source: Shiyan Big Consumption Index

 During this monitoring period, Lego, Yamaha, and Bandai ranked top three on the list with comprehensive popularity scores of 1.99, 1.78, and 1.40 respectively.

The Gundam track precisely captures niche circles with diverse IPs, and brands in the card track lead with IPs and diverse ecosystems

 In terms of brand distribution, Bandai and Kyouyuu achieved a strong breakthrough in the toy model track. Bandai's brand ranking jumped 10 places in a single month, while Kyouyuu continued to lead the collectible card field. This month, Bandai centered on "IP + stratification + experience". In terms of products, it launched multiple new products covering diverse IPs such as "Demon Slayer" and "Godzilla". It not only released mecha and anime models at regular prices to reach the general consumers but also launched high - priced limited - edition collectibles for high - end users, achieving full - age and full - consumption - level coverage.

At the BW2025 exhibition in July, it displayed new assembled model products and a 1.8 - meter standing statue. It also set up a Gundam model classroom for free visitor experience and stimulated social fission through the "follow + share to get peripherals" mechanism, enhancing fan participation and boosting social media popularity. As the leading collectible card brand in China, Kyouyuu is accelerating the construction of a dual - track "classic + original" IP matrix. At the BW2025 exhibition, it launched the "Detective Conan" collectible cards in cooperation with TAKARA TOMY. Leveraging the full - age sentiment accumulated by the classic IP, it precisely meets the emotional consumption needs of general users. At the same time, by promoting original IP products such as the "One - Battle Three Kingdoms" battle cards, it strengthens cultural autonomy and the depth of competition, and reduces the risk of relying on non - exclusive external IPs, comprehensively covering the diverse needs from general anime fans to professional card players.

In addition, in the face of intensified competition in the card track, Kyouyuu also breaks the limitation of "single cards" by expanding into new categories such as plush toys, trendy toys, and stationery, and builds a diverse ecosystem of "cards + peripherals + scenarios". This not only broadens the revenue boundary but also enhances user stickiness through multi - category synergy, continuously consolidating its leading position in the industry.

New brands continue to lead the intelligent musical instrument track, and traditional brands are accelerating their transformation into mass - interest consumer products

According to the brands on the musical instrument track list, Yamaha jumped to the second place, Roland made a strong entry and ranked fourth, and LiberLive continued to lead the intelligent guitar niche market, jointly promoting the industry's in - depth evolution towards "popularization, scenarization, and intelligence".

This month, Roland centered on the comprehensive innovation of its V - series electronic drums. Through functions such as USB - C direct connection to mobile phones for recording, wireless transmission, and Type - C video synchronization, it significantly lowers the content creation threshold. It also opens up sound source sales and deepens educational cooperation, building a complete ecosystem covering professional performances to mass creation. Yamaha has a multi - pronged layout. It not only launched the YCM705 condenser microphone for music production and live - streaming but also released the flagship soundbar SR - X90A SET and optimized the amplifier software, comprehensively covering professional creation and home audio - visual scenarios. LiberLive strengthened the concept of "zero - threshold singing and playing" with the light - prompting system of its C1 stringless guitar, and pre - heated for the AI force - sensing and melody - following singing functions of its C2 new product in August.

The musical instrument track is breaking through the traditional positioning of "professional equipment" and accelerating its transformation into "mass - interest consumer products". Technological empowerment and scenario expansion have become the core driving forces for the industry's growth.

List description

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", "Industry Consumption Heat Index List", "Product Consumption Wave Index List", "Consumption Popular Event List", and extended list reports for corresponding scopes. It aims to objectively and truly present the trend characteristics of the consumer world through index evaluation, help the industry and brand owners continuously track consumer 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 and clothing accessories, food and fresh produce, household appliances, sports and outdoor products, beauty and cleaning products, mother and baby products, home decoration, automobile consumption, toy models and musical instruments, pet products, and medical health, a total of 12 major industries.

Image source: Shiyan Big Consumption Index

Disclaimer

This list is independently 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 list data is calculated by combining public data from mainstream platforms and data accumulated on the Shiyan Big Consumption platform under 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 data in this report has not been formally audited by an independent third - party auditing institution, so there may be unrecognized errors or omissions. It is particularly noted 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 illustration 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. It may not be reproduced or distributed without permission. Zhidemai Technology Group and Shiyan Index shall not be liable for any losses or damages caused by the use of the information in this report.