Yesterday, Beijing's Chaoyang District released the "Three-Year Action Plan for Promoting High-Quality Development of the IP and Trendy Toy Industry (2026-2028)" and supporting policies. The plan targets the industry's revenue in Chaoyang to exceed 50 billion yuan by 2028, with the incubation of no fewer than 10 hit trendy toy IPs.
The action plan focuses on five key areas: cultivating original IPs, facilitating IP transaction and conversion, stimulating consumer activity, enhancing brand communication and promotion, and improving industrial ecosystem services. Strategies include gathering creative talent, strengthening market entities, and establishing display platforms to foster a fertile ground for IP creation. It also aims to streamline the path from creative idea to commercial product by strengthening full-chain operations, enriching supply-demand matchmaking, and improving licensing transactions. Furthermore, the plan seeks to create immersive trendy toy consumption scenes by optimizing spatial layouts, diversifying sales channels, and promoting multi-sector integration. To boost Chaoyang's global influence in trendy toys, initiatives include building a global IP launch hub, creating an omni-media communication matrix, and supporting companies in expanding overseas. The ecosystem will be supported by strengthened copyright protection, increased financial support, comprehensive lifecycle services, and technological innovation.
At the event, the construction plan for the Global IP Launch Center was announced. Centered on the Blue Island Mansion, the project will create a comprehensive platform integrating global IP launches, copyright trading, creative incubation, exhibition exchange, and industrial collaboration. It aims to build a two-way integrated ecosystem serving both B-end industrial empowerment and C-end consumer experience, forming a complete ecological loop from creative incubation to global launch and value realization. Upon completion, the project is positioned to become a benchmark for Beijing's urban renewal and the preferred global launch site for IP trendy toys, helping Chinese IPs go global and facilitating the landing of international IPs in Chaoyang. The renovated Blue Island Mansion is expected to debut in 2028.
Pop Mart City Park is also undergoing renewal and upgrades. While retaining classic performances, two new performance venues, the Elf Tribe Stage and Cloud Spring, have been officially introduced. Additionally, nine new IP-themed dining spots have been added, along with the introduction of 11 well-known brands. The park is set to fully open on July 30 this year, continuing to drive the integrated development of culture, commerce, tourism, sports, and exhibitions through deep IP-based scenario creation, injecting benchmark momentum into Chaoyang's goal of building a global IP and trendy toy city.
At the event, the Beijing Trendy Toy Industry Development Consortium was formally established. The consortium will establish an integrated platform for IP incubation, creative conversion, supply-demand matchmaking, copyright protection, policy services, and talent cultivation. It will focus on six major initiatives: IP cultivation and creative conversion, brand building and market promotion, cross-sector integration and scenario expansion, industry standardization and compliance assurance, talent cultivation and exchange empowerment, and resource coordination and full-chain services. This aims to help Chaoyang build a nationally leading and internationally first-class trendy toy industry ecosystem.