ABOUT
Yanchuang Culture is a cultural and creative industry chain company committed to building China’soriginal iP. The company was founded in 2017, and in 2019, the blind box tide play market of the Human Bureau successively launched the Mlo dessert cat, EMMA secret forest, ALlCE gifts, and other blind box series products that are popular in the market.
CHINA ORIGINAL IP
Global physical stores More than 10,000 EMMA peripheral derivatives are sold far away Overseas 10+ countries
Excellent licensee in trendy toy industry China Authorization Gold Star Award Guangzhou Toys and Gifts Association Explosive Trendy Toy Award Chinese and Foreign Toy Awards Innovative Marketing Award
Global physical stores More than 10,000 EMMA peripheral derivatives are sold far away Overseas 10+ countries
Excellent licensee in trendy toy industry China Authorization Gold Star Award Guangzhou Toys and Gifts Association Explosive Trendy Toy Award Chinese and Foreign Toy Awards Innovative Marketing Award
Who We Are
Yan Chuang
Original IP designer
IP Owner
Manufacturer
2019
To strengthen the operation of original IP, it developed five major business units: design studio, joint venture factory, e-commerce sales department, channel operation department, and brand, and successfully incubated original products such as MIO Dessert Cat, EMMA Secret Forest, ALICE’s Gift, and MISYA.
2020
Multiple IPs entered offline channels, “EMMA Secret Forest Amusement Park” and “EMMA Secret Forest Masquerade”. They became hot sellers in channels such as TOPTOY, Coolplay, ZaWuShe, X11, KKV, 1983, and Xixi Bookstore.
2021
The first set of trendy products “EMMA Secret Forest Tea Party” was released, featuring warm, cute, healing images and exquisite, unique designs, deeply loved by female consumers, emerging prominently in the domestic female trendy toy circle.
2022
Became one of the most competitive new-generation original trendy toy IPs. Annual sales exceeded 12 million units, winning awards such as the Annual Appearance Design Award of the China International Toy Fair, the Annual Innovative Marketing Award of the China International Toy Fair, the Annual Trendy Toy Award of the China International Toy Fair, TOPTOY’s Sustainable Development Star Award, TOPTOY’s Most Distinctive Award, and the Guangzhou Toy and Gift Industry Association’s Trendy Toy Award, and was named a vice president unit of the Guangzhou Toy and Gift Industry Association. In the same year, it officially entered stores such as Miniso, targeting mass premium retail stores.
2023
Officially laid out the overseas market, receiving widespread acclaim in Southeast Asia, Europe, Australia, North America, etc. Simultaneously expanded domestic market branding and cross-border cooperation in pan-entertainment. Collaborated with TOPTOY, Coolplay, and other premium channels to jointly create categories such as building blocks and plush toys; collaborated with TOPTOY, Obi Island, Flowers and Youth 5, Vanke, etc. Awarded the Excellent Supplier Product Innovation Award by Kalando Enterprise Group.
2024
The Yanchuang Industrial Park in Dongguan was officially established. Branch offices in Beijing, Suzhou, and Xiamen were set up, focusing on building a closed-loop ecosystem for the Yanchuang brand. The promotional strategy focuses on “urban cultural tourism”, spreading joy and happiness to more offline scenes. In addition to trendy toy categories, strategic layouts include fashion accessories, household goods, and other derivative categories, integrating IP brands into the lifestyles of contemporary young people.