In the current market environment of product surplus, the update speed of toys is getting faster and faster, and it is becoming increasingly difficult for a popular model to maintain its popularity for several years!

Since its launch in 2019, the Jian Dong Surprise Treasure Box, which focuses on unlocking and exploring secrets, has been frequently promoted on various cartoon channels and has ignited the market multiple times. Over the past three years, the product has undergone continuous iteration and upgrading, with improved playability and continued popularity. Last December, Jiandong released more than ten authorized new products of the Surprise Treasure Box series in one go, leveraging the power of popular IPs to further open up the market; At the Shenzhen Toy Exhibition in March this year, Jian Dong released the Magic Book of the Treasure Chest; Treasure Chest Companion Lucky Bracelet; New products such as treasure box sharing (gift box packaging).

At the Jiandong 2021 New Product Conference held on November 19th, the Magic Egg, Gift Box, and Surprise Treasure Box Luxury Edition (second generation) featuring the concept of Princess Blind Box were unveiled. At the same time, upgraded new products such as the Crown handbag and Surprise Magic Book were also launched simultaneously... It seems that the concept of Surprise Treasure Box still has many expanded gameplay.

First of all, let's have our cute little model bring our new product on a runway show~

Three major new product series

Three series of new products are developed around three popular girl IPs: Ye Luoli, Disney Princess and Snow&Ice:

Surprise Treasure Box Luxury Edition (Second Generation) - Lottery Edition, upgraded accessories, multiple necklace straps, and higher playability of ring keys; The detachable handle body serves as a bag and storage box, making it convenient to carry when going out; Pendant, bracelet, necklace, various combination methods, diverse accessories, and continuous creativity.

A simple magic egg/gift box that focuses on the concept of princess blind box, with rich accessories, diverse gameplay, puzzle creativity, hands-on exercise, magic eggs, and exclusive character cards.

Four classic series IP upgrades

Classic series upgrades such as Crown handbag, Magic Castle, Surprise Magic Book, Surprise Treasure Chest Companion, etc.:

The Crown handbag series features multiple keys, multiple storage spaces, and a mirror to carry with you. The accessories are exquisite and versatile, with swinging pendants to create a unique bracelet.

In the Magic Castle series, the bottom of the doll is glued with a key head, and a card shaft is installed to open the mechanism, which increases the fun of unlocking layers of levels. The accessories are exquisite and the gameplay is diverse, and the swinging pendant creates a unique bracelet.

The Surprise Magic Book series features multiple combinations to enhance hands-on skills, diverse gameplay to uncover numerous surprises, and a rich variety of exclusive character accessories.

Surprise Treasure Chest Companion~Swinging necklace, pendant, bracelet, necklace, rich accessories, simple gameplay, puzzle creativity, and exercise hands-on skills.

More exciting highlights at the press conference