By Gary Symons
TLL Editor in Chief
Kayou, China’s largest collectibles company and top trading card brand, is entering the U.S. market this holiday season, marking the latest step in its global expansion.
The move comes as Kayou enjoys viral growth rates in Asia. The company nearly quadrupled revenue in 2024 to $1.4 billion, fueled largely by demand for its high-quality trading cards across Asia.
Founded in 2011, Kayou has grown from a domestic toy and collectibles maker into an international player with a portfolio of nearly 100 licensed properties, including global names such as DC, Marvel, and Harry Potter. Its upcoming U.S. debut focuses on three brands with dedicated fan communities: Hasbro’s My Little Pony, anime hit Naruto, and lifestyle label tokidoki.
“Kayou has become a status brand for superfans,” said Sergio Godinho, general manager and COO of Kayou U.S. “With trading cards spanning nearly 100 beloved properties, we give fans a new way to celebrate and connect with the brands they love. We can’t wait to bring that experience to American collectors, because if you’re crazy for it, there’s a Kayou card for it.”
Licensed Brands Are Driving Kayou’s Expansion
The U.S. launch underscores Kayou’s strategy of building its business around licensed intellectual property.
The company has developed a reputation in Asia for creating premium trading cards that combine detailed artwork, cultural motifs and advanced printing techniques. Those collaborations with licensors have helped Kayou establish itself as a leader in the trading card segment, which now represents 80 percent of its sales.
The company’s new U.S. collections highlight that licensing-driven approach.
The My Little Pony “Friendship Eternal” series, for example, blends characters like Twilight Sparkle and Rainbow Dash with design elements inspired by Greek mythology and traditional Chinese art.
Kayou’s Naruto cards revisit the franchise’s earliest story arcs, while tokidoki’s 20th anniversary collection features characters reimagined in seasonal and opera-inspired designs. Each set includes a U.S.-exclusive card, adding appeal for American collectors.
Kayou’s rise has also been driven in part by viral growth on Chinese social media platforms such as Douyin and RedNote, where fans showcase rare pulls and elaborate collections. The My Little Pony hashtag has generated more than 5 billion views on RedNote, and Kayou says it has sold more than 325 million cards worldwide.
The brand’s popularity has also driven a secondary resale market, further cementing its reputation among collectors.
North American Rollout Begins With Livestreaming eCommerce Events
In the U.S., Kayou will launch first through livestream commerce events with Crossing, a platform that combines real-time community interaction with retail. The company said the fan-first approach is designed to recreate the social excitement that has fueled its popularity in Asia.
Kayou cards will then roll out to major retailers, including Amazon, Barnes & Noble, GameStop, Target and Walmart. Booster packs will be priced at $3.99, a deliberate move to keep the brand accessible while still offering rare cards at a higher collectible value.
Kayou’s expansion into North America mirrors strategies taken by established toy companies seeking to combine traditional play with digital fan engagement.
The company’s move comes at a time when trading cards are experiencing a resurgence, driven by nostalgia, fandom culture and the rise of livestream selling. The move into the North American market is considered a critical step in Kayou’s growth strategy, as the U.S. in particular boasts one of the largest markets for collectibles.
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