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Abstract: With the rise of blind boxes, the consumption of trendy toys has become more popular and diversified. Generation Z has become the new consumer force in the trendy toy market. Trendy toys, as toys for "big and big children", have many similarities with toys in childhood and also present many different characteristics. In addition to companionship and comfort, trendy toys also have other attributes such as surprise, premium, and collection. Nowadays, the consumption of trendy toys by Generation Z is no longer limited to blind boxes, but also includes categories such as soldiers, figures, BJD, artist toys, etc. The consumption of trendy toys has also expanded from a single offline blind box store to a full-category offline store and a rich online channel. The IP behind the trendy toys is striving to break the circle and enter other fields through IP joint branding and other methods.
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