Cthulhu is lurking | Source: 52TOYS

China’s 52TOYS is looking to make an international splash with its new Legacy of Lovecraft action figure collection.

In partnership with sculptor Jim Lee of Unspeakable, the collection of five classic characters from the Lovecraft mythos will be released as 3.75-inch vintage-style action figures, each with five points of articulation.

According to 52TOYS, Deep One, Dagon, The King in Yellow, Cthulhu, Lovecraft, and the Investigator will be released internationally later this year.

Legacy of Lovecraft action figures | Source: 52TOYS

Related: Combined Toy & Edu China, Baby & Stroller China, and Licensing China Trade Show Moves to May

52TOYS was founded in 2015 and has been positioning itself as a purveyor of toys and collectibles in China, with lines of action figures, blind boxes, designer toys, and more. The company maintains physical storefronts throughout China and plans to open more this year.

Additionally, the company is looking to extend several of its brands to international retailers in the months ahead.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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