Rastar Group-Make Health And Happiness Surround You
Rastar Group is the first listed company on GEM in Guangdong.
Release time:2026-07-03 10:20
On July 1, 2026, the event 'IP Navigator - Stop Six at Rastar Group' was held. Organized by the Licensing Industry Branch of the China Toy and Juvenile Products Association, with Rastar Interactive Entertainment Co., Ltd. serving as co-organizer, the event included an on-site visit to Rastar Group. Decision-makers from 16 IP licensors and licensee companies gathered for in-depth discussions on the theme of 'Creating New Consumer Scenarios through IP Licensing' and explored new opportunities for industry collaboration and development.
During the event, participants visited Rastar Group's exhibition hall and gained an immersive view of the company's strategic development across its diverse toy portfolio and gaming business. They learned how the company uses IP licensing as a key driver to create and upgrade new consumer scenarios.
In her opening remarks, Liang Mei, Chair of the Board of Supervisors of the China Toy and Juvenile Products Association, noted that this was the sixth stop in the IP Navigator series. Last year, the series held one event each in Beijing, Shanghai and Guangzhou. This year, events in those three cities have already been completed, with an additional session in Hangzhou planned. She said Rastar Group, the co-organizer, has spent many years building its industrial business. As early as 2011, Rastar Group founder Chen Yansheng traveled overseas to secure official licensing for BMW model cars. His forward-looking vision for the IP licensing industry offers valuable lessons for the sector. She also encouraged participating companies to make full use of the opportunity to exchange ideas and explore collaboration.
Drawing on more than two decades of industry experience, Rastar Group General Manager Lu Zuilan shared the company's model for global growth through coordinated development of its two core businesses, supported by IP licensing. Lu explained that Rastar Group's two main businesses are toys and games. In toys, the company has built a comprehensive portfolio of licensed IPs, securing official authorization from more than 35 well-known automotive brands, including BMW, Mercedes-Benz and Audi. Its games business also draws on a strong IP portfolio, including Legend of Three Kingdoms, MapleStory, Battle Through the Heavens, Time Raiders, Ragnarok and Joy of Life, providing a rich and solid content foundation for product development.
Rastar Group's dual-track strategy, combining physical IPs represented by model cars with digital IPs represented by games, creates a mutually reinforcing relationship that generates collaborative value. Young fans built around game IPs provide valuable market insights and a user base for new toy development, while physical automotive and motorsport IPs continuously bring fresh material and world-building inspiration to game content. The two businesses share IP resources, global channels and intellectual property systems. By directing users between the two, they amplify the value of IPs and unlock commercial value throughout the lifecycle, from content incubation to product monetization. Lu said the company hoped to use the IP Navigator event to exchange resources and co-create with industry peers, working together to support the high-quality global expansion of China's IP-driven cultural and creative industries.
During the subsequent panel discussion, guests explored the central question of how IP licensing can create new consumer scenarios. They exchanged experience in addressing practical business challenges, connecting high-quality IP resources with manufacturing and supply chains, and continuously improving the collaborative ecosystem for IP licensing.
In her closing remarks, Liang Mei said the insights into industry development and successful business practices shared by participating company leaders had been highly valuable. She acknowledged that competition had intensified and operating pressure had increased this year, but noted that overseas industry peers were also facing challenges. Major international trade shows in the sector had continued to shrink in scale in recent years, while major overseas brands were actively seeking cooperation with Chinese brands. In contrast, the four major exhibitions organized by the China Toy and Juvenile Products Association had continued to grow year on year, with new companies emerging every year - a sign of the vitality of China's domestic industry.
Liang Mei also observed that consumer preferences are changing significantly. Younger consumers place greater value on the emotional appeal, uniqueness and differentiation of products, while sales channels favor broader product combinations and exclusive original offerings. These shifts are pushing the industry beyond a model based simply on contract manufacturing and licensed products. She encouraged licensors and brand owners to pursue high-quality growth based on their own positioning and stage of development. First, licensors and brands should choose one another carefully; IP licensing can enhance a brand, but it cannot compensate for weaknesses in product design, quality control or channel development. Second, companies should differentiate their adaptations of IPs and explore new product categories. Third, licensing relationships should evolve from one-off agreements into long-term collaboration, with licensors offering greater support in creative design, channel expansion and product promotion. Fourth, licensors and brands should conduct regular joint market research and use offline activations, such as pop-up events, to keep pace with changing consumer needs and develop creative, high-quality products that resonate with the market.
The 'IP Navigator - Stop Six at Rastar Group' event created an efficient direct-engagement channel between licensors and licensees. Through on-site company visits and in-depth discussions, it helped bridge information gaps across the IP licensing value chain. As co-organizer, Rastar Group showcased its IP portfolio, product development capabilities and ability to create new consumer scenarios, while conveying its genuine commitment to open collaboration and mutual benefit.
Looking ahead, Rastar Group will continue to be driven by both technological innovation and market orientation. Building on its accumulated R&D expertise and IP resources, the company will accelerate the digital transformation of intelligent manufacturing, expand its range of licensed toy products, and further develop global distribution channels and partnerships. Rastar Group is committed to building RASTAR into a leading Chinese toy brand with global influence, bringing health and happiness to users around the world.