Review Of Overseas Leaders To See The Excellent Enterprise Strong IP Operation Ability

KAWS and Be@rbrick, as successful representatives of trendy IP, have captured the hearts and minds of consumers because of their "internal and external" IP operation ability. Cognitive shaping and conveying emotions with images are the basic abilities of IPs. KAWS was the symbol of American street culture in the early days, and its creators usually started to create on the three core images of "companions, old friends and accomplices", and painted this image on walls and large billboards. "Be@rbrick's parent company, Medicom, was established in 1996 and initially served the Japanese toy manufacturer Medicom Toy, releasing a variety of cartoon and anime image simulation dolls. In 2001, the Lego-inspired Be@rbrick block bear was launched as a toy for adults, and its iconic "@" and block and bear elements made it a hit with people from all walks of life, and was widely disseminated.

With IP as the platform, the continuous stimulation of product creation gives the IP a constant life.

1.KAWS has been associated with Japanese Harajuku brands since the 1990s and designed joint items for them, such as realmad HECTIC, and later established partnerships with UNIQLO and other well-known brands, which had a positive two-way effect, and the clothing carrier made this artistic image widely spread; in 2000, KAWS collaborated with MEDICAL TOY to launch Companion and Be@rbrick co-branded dolls. In 2000, KAWS cooperated with MEDICAL TOY to launch Companion and Be@rbrick co-branded dolls, and in 2018, it even released a limited plush doll with DIOR co-branded.

2.Be@rbrick adopts the blind box format and keeps launching series of products, each style is different, and there will be multiple sizes of products on sale, the basic model is 100% (7cm), the enlarged model is 400% (28cm), 1000% (70m) and other different sizes, and there are also 50% and 70% of the miniature version of the periphery, constantly pushing out new products, and the sku associated with the IP is constantly enriched, attracting different circles of audiences while achieving the purpose of constantly breaking the circle, constantly stimulating consumers to new points of purchase, and also giving the IP continuous vitality.