"Ne Zha: Demon Child Conquers the Sea" has seen a surge in popularity since the beginning of 2025. By 11:00 AM on February 11th, the film's total box office (including pre-sales) has surpassed 8.6 billion yuan, placing it among the top 10 highest-grossing animated films globally.

As the movie continues to gain popularity, its merchandise has also become a hot commodity, with demand outstripping supply. According to data from Tmall, the daily search volume for products related to the film has increased by over 100,000 searches, setting a new record for IP merchandise sales in recent years.

Many of the sold-out merchandise items come from Dongguan, a renowned manufacturing hub and "Capital of Chinese Trendy Toys." As the exclusive producer of the FunCrazy "Ne Zha 2" series merchandise, Guangdong Henglitai Crafts Co., Ltd. ("Henglitai"), Located in Wanjiang, Dongguan, has been working at full capacity since resumption after the Spring Festival, urgently restocking to meet the strong market demand for Ne Zha products. The "Ne Zha 2" series merchandise has generated at least 5 million yuan in sales for the company.

The beautifully designed and finely crafted Ne Zha series merchandise has earned widespread praise, which can be attributed to the years of experience and expertise behind Dongguan's manufacturing industry. "Since 2019, we've been receiving more orders from domestic IPs," said the company. The rapid growth of Chinese animation in recent years has brought new opportunities to the trendy toy industry. Henglitai, which has been deeply involved in the trendy toy sector for 18 years, has collaborated with top brands like Genshin Impact, the Graver Robbers’ Chronicles, Disney, sanrio, Bandai, and Pop Mart. Its annual sales surged from 100 million yuan in 2022 to 300 million yuan in 2024, with the domestic market share growing from 20% to 70%.

《哪吒2》爆火，东莞制造周边产品卖断货！

2025年开年，《哪吒之魔童闹海》热度节节攀升，截至2月11日11时，电影《哪吒2》总票房（含预售）已经突破86亿元，进入全球动画片票房榜前10。

随着电影的火热，其周边产品同样火爆，供不应求。天猫数据显示，影片相关商品日均搜索量增长超10万人次，创近年IP衍生品销售纪录。

其中卖断货的许多周边产品，都产自制造业名城、“中国潮玩之都”东莞。作为FunCrazy《哪吒2》系列周边的独家生产商，位于东莞万江的广东衡立泰工艺品有限公司（以下简称“衡立泰”）自春节复工以来，就开足马力紧急备货，满足市场对哪吒周边的旺盛需求。据介绍，《哪吒2》系列产品合计已为企业带来至少500万元的成交额。

设计精美、做工精致的哪吒周边系列产品赢得大家的纷纷好评，这离不开东莞制造企业背后多年来的积淀。“从2019年开始接到更多的国产IP的订单。”近年来，国漫的迅猛发展为潮玩产业带来了新的机遇。衡立泰18年来深耕潮玩产业，从《原神》《盗墓笔记》到迪士尼、三丽鸥，衡立泰与万代、泡泡玛特等头部品牌合作，年销售额从2022年的1亿元飙升至2024年的3亿元，其中国内市场占比从20%跃升至70%。

文｜记者 石梦卓
图｜叶何湘
视频剪辑｜黎杰文
翻译｜林佳岱
英文审校｜赵凡