Its founder, Wang Ning, has a net worth of 146.7 billion RMB, surpassing Qin Yinglin, becoming the new richest person in Henan.

Seeing this kind of news makes me quite emotional.

This indicates that the trendy toy track is no longer just a game, but a large business with heavy assets, strong brands, and high stickiness.

So today, I want to talk to you about the trendy toy track.

And you need to understand its essence — trendy toys are not just toys, but a form of emotional support + a carrier of IP economy.

Bubble Mart's success today is entirely based on accurately capturing the emotions of young people.

Characters like Labubu and Molly can be valued at tens of thousands because they embody delicate and real psychological needs such as loneliness, companionship, desire for collection, and group identity.

I believe the core of Xiaobei is no longer about selling products, but about occupying emotions.

Since Bubble Mart is doing so well, can this track still be pursued?

I still think it is possible because emotional consumption is still expanding.

Especially today, in an era of great pressure, information explosion, and normalized loneliness, young people need an object to place their emotions.

What they share also creates topics, not eye-catching or awkward, while possessing social attributes.

In the past, IP relied on storytelling; now it relies on a sense of 'symbol'.

——Whoever can create a small image that is memorable, shareable, and represents one's emotions can turn attention into money.

However, you need to be careful when doing this; don't jump straight into mass production, first conduct emotional experiments.

You need to clarify:

- What emotion does your character represent?

- Who can it connect with?

- In what scenarios can it be mentioned, shared, or collected?

For example, if you create a character whose setting is 'an optimistic little monster who is sleepless at night'.

Then you can write stories, publish content, and produce peripherals around lonely people, first creating feelings through content, and then testing small batches for limited production.

This system is the IP incubation path from 'symbol → emotion → content → product', first establishing a mental position.

Moreover, to do this business, I think it is not suitable for a quick-money mentality, so those interested need to pay attention.

Trendy toys are not an e-commerce business, not a cost-performance game, but a process of brand + community + time that requires meticulous work.

The more you try to lower costs and push products, the less brand feeling you can create; the more you delve into the content field and cultural circles, the easier it is to build lasting power.

For example, Bubble Mart is built on a trinity of IP matrix + user mindset + channel expression.

You can also do it, but the premise is that you shouldn't treat it as a toy, but as a language system that connects you with users.