Toys of the world look to China,

Chinese toys look at Dongguan.

According to the China Toy Association

Currently, 80 percent of the world's animation derivatives are made in China, and more than one-third of them are produced in Dongguan.

For some time now

Laura, Pangda, ELK, etc

Dongguan original IP is explosive money frequency

Let a person call straight, dongguan tide play really a little can!

The hero of the day

Dailies are not allowed to know

It's a cute looking FRIEND SHEEP.

FRIEND SHEEP is the SunnyWorks. In SunnyWorks more than a dozen popular IP, looks soft no attack FRIEND SHEEP, the most representative of the company IP to create the concept and the efforts of the design team. Also because of this, tide play market formed a attack of the "SHEEP" trend.

Healing lambs is a hot catch

CAI Ji, chairman of SunnyWorks, is a "big boy". "You can call me MATRIX. I like playing with toys since I was a child, and this is the simplest idea for me to make toys." MATRIX describes himself as "a teenager until death". He used to work in the foreign trade system and had an "iron rice bowl," but at the age of 35, he quit his job and joined the toy industry. From a small studio, I now own a design company and two factories. I not only have many original IP, but also built my own supply chain.

"People who make designer toys are people with passion and ideas. At the beginning, we were shocked by many characters in Japanese manga culture. I wondered if I could make such an image with Chinese elements that could convey energy." MATRIX introduced that his initial design style with his team was to integrate traditional Chinese cultural elements and convey the spirit of traditional culture, "more fighting, cool male orientation". The original IP is "fish dragon", black dragon shape, take off the dragon head is a fish, there is the meaning of "fish jump longmen".

After years of precipitation in the tide play market, and in the outbreak of the tide play market, MATRIX and the team have a different idea.

"Do something a little different." Seeing the popularity of "different styles" in the market, such as little girl images and panda models, MATRIX and the design team chose the prototype of sheep that no one else had chosen, thus creating FRIEND SHEEP.

They are plump and soft, with a pink face and big, round eyes. And the most special thing about it is the eye. Select exclusive glass simulation eye technology, no matter the sheep in which corner, no matter from what place, which Angle to see it, the lamb's eyes will follow you, looking at you.

"This is a unique design for the FRIEND SHEEP. The emotion we want to convey is companionship. The idea for the FRIEND SHEEP came from people's habit of counting sheep when they can't sleep. "In an age when so many young people are facing loneliness, we hope that Our lamb will provide constant companionship." MATRIX said. The 'always looking at you' technique was a major challenge for the production team, and they spent a lot of time developing the technology to make the lamb's eyes look at you from all angles, resulting in a warm, constant companion and comforting SHEEP.

Instead of personalized expression, FRIEND SHEEP is the symbol of healing in designer toys and has a large number of loyal followers. According to the introduction, the sales volume of FRIEND SHEEP in 2021 will exceed 20 million pieces, which are all sold out in various exhibitions and can not be obtained in line.

The sheep is also whimsical

The success of FRIEND SHEEP is due to the dedication to design and development of SunnyWorks. According to the company, half of its employees are designers, and the annual investment in research and design accounts for two-thirds of its profits.

Last year alone, FRIEND SHEEP has incubated more than 40 models, and now there are more than 100 models, as well as various cultural and creative products and daily necessities. Last year, FRIEND SHEEP also created interactive tide play products, which swept the market and led the industry to a new trend.

The interactive series sheep demonstrates design whimsy and craftsmanship in detail. Plush + plastic material series innovative selection of materials, exquisite workmanship, pinched tuanzi series is the market's hot goods, baby bag is accurate grasp female consumers.

In recent years, the designer toys market burst out, showing the trend of thousands of troops and horses, how to stand out in thousands of troops and horses? MATRIX had caught the young man at a sore point. In addition to the core concept of alleviating loneliness with companionship, SunnyWorks personalize and emote each lamb.

Bonana is 12 years old, a little stupid sheep, natural, relaxed, optimistic and helpful; Dolly, 14, is a rebellious little sheep, sensitive and tangled; Emily is 12 years old, the shyest one, has many strange dreams...... Each sheep is different in character, but equally warm and touching, and together they form the loving FRIEND SHEEP family. In the forest, also dressed up a variety of small animals, to the small animals warm embrace, harmony, convey the concept of harmony with nature.

Personalized products gradually become the emotional sustenance of consumers, with "company, warmth" as the core, to deliver delicate, warm and retro temperament of the trend of culture, is the development path of SunnyWorks. "I wanted to create a cultural symbol that belongs only to a generation of young people growing up," MATRIX said.

This year, SunnyWorks has planned 9 new series of FRIEND SHEEP, and also created a small theater of FRIEND SHEEP family, to develop more peripheral products, so that the "sheep" has more playability. "Let the FRIEND SHEEP of Dongguan leave footprints all over the world".