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The Commercial Value of Emotional IP

In recent years, "emotional value" has become a popular term on Chinese social media, reflecting a shift in consumers' understanding of value. This emotional economy is reshaping purchasing behavior and benefiting the toy designer industry. For Generation Z consumers, surprise blind boxes, collectible blocks, plush toys, and anime-themed characters are not just products but also carriers of comfort, self-expression, and identity. Data shows that from 2019 to 2023, the market size of designer toys in China grew from 21.1 billion RMB to 62.6 billion RMB, with a compound annual growth rate exceeding 31%.



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