The 13th China International Animation Copyright Fair (ACTIF2023) will be held from July 20th to 23rd at Guangdong Modern International Exhibition Center in Houjie Town, Dongguan City.

It is learned that, at the opening ceremony of ACTIF2023, Dongguan will receive a plaque as the "Capital of China's Designer Toys", becoming the only city in China with this title.

Here comes the question: why is Dongguan the "Capital of China's Designer Toys"? To answer the question, a reporter from Yangcheng Evening News recently conducted in-depth research on the current development of Dongguan's designer toy industry, trying to sort out the reasons behind such achievement.

A full-fledged industrial system with leading intelligent manufacturing technology

Dongguan, one of the youngest cities in China, enjoys a permanent population at an average age of 33.4 years old. In recent years, relying on the foundation of fashion industries such as animation, toys, and clothing, Dongguan's designer toy industry has developed rapidly, showing a growing vitality and fashion.

Dongguan's toy manufacturing industry started in the early stages of the reform and opening-up policy that began in 1978. Total toy production accounted for 30% of the global output at its peak, making it one of the eight pillar industries in early Dongguan. Currently, Dongguan has over 4,000 toy manufacturing companies and nearly 1,500 upstream and downstream supporting enterprises, emerging as the largest toy export base in China.

Dongguan's toy manufacturing industry, including the kind of designer toys, has a full-fledged supporting industry chain and supply network from designing to manufacturing, such as modelling design, raw material supply, mould processing, component manufacturing, and assembling.

The industrial cluster effect boosts rapid growth

The outstanding industrial cluster effect has driven the rapid growth of the designer toy industry. According to current statistics, 25% of global animation derivatives and nearly 85% of designer toys in Chin are produced in Dongguan.

The relevant person in charge of Dongguan Fengda Electronic, a subsidiary of Kader Group, said that the company has produced more than 40 new train models this year, of which 90% are sold overseas.

The car models produced by Sum's Model Toys Co., Ltd. have 127 sales agents worldwide, including 28 in China. According to the chairman of the company, "Based on the existing orders on hand, we expect our sales to increase by over 50% this year."

IP incubation capability leads the 2.0 industry

It is learned that the current designer toy enterprises in Dongguan are mainly divided into different categories: some design and product original IP or authorized IP, and some engage in original equipment manufacturer (OEM) processing.

In terms of OEM processing, well-known cartoon derivatives of works such as Hello Kitty, Doraemon, and Snoopy have production lines in Dongguan.

In terms of authorized IP, Dongguan Haoqile Culture Industry Co., Ltd. has deep cooperation with several well-known IPs abroad, including Warner Bros.'s "Tom and Jerry", "Batman", "Justice League", "Harry Potter", and so on.

Dongguan Jolly Baby is committed to creating a new IP of the classic collection of Chinese mythology called "Classic of Mountains and Seas" (Shanhai jing in Chinese), bringing new energy to the traditional Chinese cultural IPs. The company's brand promotion manager believes that Dongguan's designer toy industry has entered the development 2.0 stage.

It is also reported that Dongguan will put more effort into the Leading Designer Toy Industry Plan to strengthen its signature of "Fashion Dongguan" and enhance the influence of the China International Animation Copyright Fair by building the "Capital & Center of China's Designer Toys" Project.

深度｜东莞何以成为“中国潮玩之都”？

第十三届中国国际影视动漫版权保护和贸易博览会将于7月20日至23日在位于东莞厚街的广东现代国际展览中心举行。

记者日前获悉，东莞将获授“中国潮玩之都”称号，成为目前全国唯一获该称号的城市，并拟在中国国际动漫博览会启动仪式上获授牌。

东莞何以成为“中国潮玩之都”？日前，羊城晚报记者深入调研东莞潮玩产业发展现状，梳理东莞的底气所在。

产业配套完善智造技术领先

常住人口平均年龄33.4岁，东莞是全国最年轻的城市之一。近年来，依托动漫、玩具、服装等时尚产业基础，东莞潮玩产业快速发展，潮流气质与青春活力日益彰显。

东莞的玩具制造产业起步于改革开放初期，玩具产量最高时占全球产量的30%，成为早期东莞八大支柱产业之一。目前，东莞拥有超4000家玩具生产企业、近1500家上下游配套企业，是全国最大的玩具出口基地。

在东莞，包括潮玩在内的玩具制造具备强大的上下游产业链配套和供应链网络，涉及造型设计、原料供应、模具加工、零件制造、装配成型等玩具设计研发生产制造全产业链。

产业集群效应规模增长迅速

明显的产业集群效应带动了产业规模的迅速增长。据统计，目前，全球动漫衍生品有1/4在东莞生产，中国近85%的潮玩产自东莞。

开达集团旗下东莞市峰达电子有限公司有关负责人表示，今年公司已迭代生产了40多款新火车模型，其中90%的产品通过外贸渠道销售。

东莞市顺林模型礼品股份有限公司生产的汽车模型在全世界有127个销售代理商，其中国内28家。该公司董事长表示，“综合手头上已有的订单，今年我们的销售额增长预计超50%。”

IP孵化能力提升 产业进入2.0时代

据了解，目前东莞的潮玩企业主要分为原创IP、授权IP生产设计以及代加工等类型。在代加工方面，HelloKitty、哆啦A梦、史努比等知名动漫衍生品都在东莞设有生产线。

在授权IP方面，东莞皓奇乐文化产业有限公司与国内外数个知名IP有深度合作，包括华纳系列的《猫和老鼠》《蝙蝠侠》《正义联盟》《哈利·波特》等。

而在深耕原创IP方面，东莞市玩乐童话婴儿用品有限公司致力打造国潮山海经IP，重塑中华传统文化IP形象。该公司品宣负责人认为，东莞的潮玩产业已整体进入发展2.0阶段。

据悉，东莞将全力实施潮玩产业领航计划，通过建设“中国潮玩之都·潮玩中心”项目，不断提升中国国际影视动漫版权保护和贸易博览会影响力，持续擦亮“潮流东莞”城市名片。

文丨羊城晚报全媒体记者 王雷
图丨羊城派资料图
翻译丨白心怡
责编丨古司祺