A plush toy company executive noted that sales of traditional plush toys have declined by 50% in recent years, while plush toys incorporating IP have performed well. Numerous cases support this view, most notably the frenzied sales and high premiums in the secondary market for plush toys like StellaLou, Lina Belle, and Purple Goofy produced at Shanghai Disney Resort.

Of course, relying solely on licensed IP to sell products can easily lead to IP dependency. If the IP loses its popularity or the copyright holder refuses to grant the license, the company can be vulnerable. Consequently, a number of companies developing their own IP have emerged in the industry.

For example, Guangdong Hayadai Toys Co., Ltd. launched the original Chinese trendy doll brand, Wudu Youou. Targeting young people aged 18-35, the company is committed to creating innovative, high-quality dolls with cultural heritage and stories. Wudu Youou draws on the characteristics of real animals and combines them with its own innovative designs to create eight original IPs: Coco Rabbit, Lingxi Warrior, Fearless Bear, Wolf Walker, Cultivating Ape, Guardian Cat, Peanut Full Deer, and Benxin.

Dongguan Qingguang Toys Co., Ltd., for example, chose to develop its own IP when developing its plush toys, successfully launching the Baphomet the Lamb character. It also broke the stereotype of traditional plush toys by combining plush with plastic. Since 2020, it has launched a variety of plush products with plastic cheeks and eyes that can "chase people."

Beyond simply cultivating existing IP, companies prioritize brand building, creating brand stories that engage and resonate with young people, transforming their target audience into fans. Brand positioning and propositions must align with the characteristics of the younger generation, particularly those born after 1995 and 2000: individuality, freedom, and unfettered freedom. They also harbor a strong passion for traditional culture and anime, and a need for spiritual comfort, healing, and companionship.

For example, Wen Tongzi positions itself as a high-end Chinese fabric toy brand, embracing the principle of "subverting tradition" and emphasizing the importance of breaking through to establish oneself, reclaiming tradition while leading the future. Super Energy Factory is developing a new concept in "plush trendy toys," striving to push the boundaries of trendy toy art with the concept of "everything can be plush," using creativity to express the individuality of contemporary youth. Wu Du You Ou embodies the brand's identity as "positive and positive, independent and courageous, confident and free, and a love of life," and designs exclusive packaging for its products to reinforce consumer awareness.

The sudden surge in popularity of plush toys over the past year or so is largely due to the trendy toy market, which has become a new development direction for the industry.

Blind boxes, a popular form of play during the early days of trendy toys, have now become a common sales model. The most direct manifestation of the integration of plush and trendy toys is also the blind box. Last year, Dongguan Tongxinyu Cultural Development Co., Ltd. launched a series of blind boxes of plush toys under the official license of PINGU, which achieved very strong sales at X11.

This series not only features blind box gameplay and IP support, but more importantly, innovative gameplay. For example, the Variety Show series features plush dolls with built-in wire arms for styling; each model features removable costume accessories; and each comes with a tinplate base that attaches magnetically to the bottom of the doll, ensuring it can stand or sit properly. The head also features a hidden lanyard, allowing for DIY charms.

"Plush + X" is one of the innovative trends in plush toys. Zhongshan Chengxin Cultural and Creative Co., Ltd. launched the "Ciaoka Chaoka Creations" brand, focusing on creating trendy plush toys featuring "plush + PVC" and enhancing their playability. For example, the company's Lucky Cat series, winner of the 2024 China and Foreign Toy Awards - Trendy Toy of the Year, features a movable PVC face that is interchangeable with other products in the series. It comes with blank eyes and a variety of eye color accessories, allowing users to design their own unique eyes and create unique plush dolls.

Plush toys that become trendy must be in line with popular trends. Among the current hottest trends is not only trendy toys but also national trends. National trends, in simple terms, are about presenting and inheriting traditional cultural connotations through modern means. For example, Wuduyouou's mythical beast series draws inspiration from the Classic of Mountains and Seas, featuring dolls with themes like the Nine-Tailed Fox, Yinglong, and Bai Ze.

Along with the rise of the national trend is museum fever, with more and more young people enthusiastically visiting museums and purchasing museum-themed cultural and creative products. Plush toys happen to be a key category in museum-themed products. Recent popular plush products include the Gansu Provincial Museum's bronze galloping horse plush series, the Suzhou Museum's Wu-Yue War of Hegemony plush sword, and the Sanxingdui Museum's bronze plush doll.

Leveraging the museum's own cultural heritage and cultural relics, combined with outstanding design innovation, these plush products are incredibly appealing. For example, the Sanxingdui Museum's Gold-Masked Man/Bronze-Masked Man plush dolls are based on bronze heads and small bronze standing figures wearing gold masks, with refined and distinctive designs. The hands are built with magnetic material, allowing them to attach to the refrigerator or unlock additional play scenarios. Using a variety of materials and sewing techniques, the plush is soft and the details are exquisitely crafted. The interior is filled with rubber particles and a rich pile material, allowing the plush doll to sit firmly on a flat surface.

Panda fever is also a current trend. Some companies are developing panda-themed IPs before releasing related plush toys, such as Panda Teacher and Panda Roll, which both have related plush figures. Others are designing their own original panda plush toys, such as Temei Toys' Panda Qianqian series, which offers diverse play options, including singing, dancing, rolling, "eating" bamboo, and sleeping and snoring. And then there are the realistic-looking plush toys, such as Panda Factory's Fubao and Huahua, which utilize intangible cultural heritage techniques to create a highly realistic look.

"Practical plush products sell better, such as pillows, neck pillows, blankets, and eye masks," said a distributor with many years of experience in toy sales. While plush toy sales are seasonal, driven by trendy toys and claw machines, practical products are relatively popular. For example, products with blankets can be used as air-conditioning quilts or nap blankets, and are quite popular in the summer.

Adding functionality to plush toys is not uncommon in the industry, especially designs like neck pillows and two-in-one pillow-blanket designs. Today's innovation lies in integrating IP and adding even more functionality. For example, Guangzhou Xingyue Animation Culture Development Co., Ltd. has launched GARFIELDFamily, a line of functional plush products licensed from the Garfield family, including bags, eye masks, pillows, thermos cup covers, fan covers, and hats.

Plush toys aren't just static; they also have dynamic options. For example, Quchao Culture specializes in electric plush toys, adding features like music, dancing, and mimicking, using buttons and touch controls to enhance interactivity with children. Timo Planet also creates a series of glowing, singing Magic Sparkle dolls.

Traditionally, plush toys are considered children's toys. However, many parents are concerned about the quality of the filling, hair shedding, and potential effects on their children's skin and breathing, so they don't actively buy plush toys for their children. Instead, the trend toward IP, the "baby-raising" trend, and the therapeutic appeal of plush toys have made them a successful entry into the youth market.