MINISO Group Holding Limited (09896) saw its shares climb more than 4% against the broader market trend. At the time of writing, the stock was up 4.03%, trading at HK$37.66 with a turnover of HK$66.6671 million. The surge follows an announcement on MINISO's official Weibo account that on January 29, 2026, the company officially became the trendy toy partner for the China Central Television (CCTV) '2026 Spring Festival Gala'. Huaxin Securities noted that this marks MINISO's inaugural collaboration with the CCTV Spring Festival Gala, with the co-branded 'Year of the Horse' product series officially launching on February 4. Trendy toy IPs are currently transitioning from niche cultural circles into the mainstream spotlight; this partnership is not only a deep marketing initiative for MINISO but also a landmark event for the entire trendy toy industry's pursuit of mass-market acceptance and expansion into new growth markets. The brokerage further indicated that the collaboration is viewed as a pivotal leap forward for MINISO's "interest-driven consumption" strategy and a crucial step in its strategic shift from a retail company to a cultural and creative enterprise. On the IP front, the company has already nurtured 16 proprietary IPs and established partnerships with 180 international IPs, with the 'Zootopia' co-branded series achieving nearly RMB 1 billion in global sales. Moving forward, the company will prioritize the incubation of original IPs, leveraging its "open large stores, open quality stores" channel strategy and driving growth through a dual-engine "retail + entertainment" model to facilitate its transformation from a retail enterprise into a globally leading IP operation platform.