永旺幻想

What 永旺幻想 does

永旺幻想（中国）儿童游乐有限公司 (Aeon Fantasy China) is a privately held Chinese subsidiary of Japan's Aeon Fantasy (永旺幻想) group, operating a multi-brand portfolio of children's entertainment and recreation businesses. The company operates physical family entertainment centers — under brands 莫莉幻想 (Molly Fantasy), 亲子园 (Parent-Child Garden), 幻贝家 (Fantasy House), and the newer 莫莉游育运动馆 (Molly Sports Education Gym, featuring immersive holographic interactive training systems) — inside shopping malls across China, with locations in Beijing, Guangzhou, Suzhou, Jiaxing, and other cities. These venues offer coin-operated rides, crane/UFO catcher machines, lottery machines, and play areas targeting families with children aged 0-12.

The company has expanded beyond physical venues into digital channels. MOLLY赏 is a WeChat mini-program offering online 一番赏 (Ichibankuji) lottery products with licensed Japanese anime IP collectibles (Dragon Ball, One Piece, Evangelion, Pokémon, Sanrio characters), priced at approximately 35-78 RMB per draw. 莫莉宝贝购 is a mini-program and Pinduoduo flagship store selling over 1,000 toy SKUs across eight categories in partnership with brands including LEGO, Hape, 灵动创想, 图益, and 布鲁可. The omnichannel approach spans WeChat mini-programs, Pinduoduo, Meituan, Dianping, Tmall live streaming, Weibo, and Douyin, with in-store IP events (e.g., Ultraman meet-and-greets) driving foot traffic.

Revenue is generated through multiple streams: physical store admissions and arcade game play, online lottery draw fees (transaction-based), direct toy e-commerce sales, and licensed IP merchandise. The customer base is entirely consumer-facing, comprising two primary segments — families with young children seeking indoor entertainment and anime/pop culture collectors purchasing licensed collectibles. The company is privately held as a subsidiary of the Japan-based Aeon Fantasy group within the larger Aeon Group conglomerate, with no public listing, no disclosed funding rounds, and no headcount figures publicly available.

Name

永旺幻想

Legal name

永旺幻想（中国）儿童游乐有限公司

Website

https://aeonfantasy.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

永旺幻想（中国） is a privately held Chinese subsidiary of Japan's Aeon Fantasy group operating multi-brand children's entertainment centers, online anime lottery platforms, and toy e-commerce via WeChat mini-programs and Pinduoduo, serving families with young children and anime collectors across China.

Ownership category

akta.pro rank

Product category

Children's Indoor Amusement and Family Entertainment

NAICS

Amusement Arcades (713120), Amusement Parks and Arcades (7131), Hobby, Toy, and Game Retailers (45912)

SIC

Services-Amusement & Recreation Services (7900), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Family Entertainment Centers & Indoor Amusement (Arcades, Trampoline Parks, Indoor Play) (THAAAAAD)

akta.pro secondary industries

Amusement/Redemption Arcade Machines (Ticket & Prize) (MPAEAJAD), Party Games & Family Entertainment Games Retail (CRALAFAJ)

Keywords

• Children's amusement parks
• Family entertainment centers
• Arcade game machines
• Licensed anime collectibles
• Toy e-commerce

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Physical Store Admissions & Arcade Games: Revenue from family entertainment centers (莫莉幻想, 亲子园, 幻贝家) inside shopping malls. Income derived from coin-operated rides for young children, arcade game machines (crane machines, lottery machines), and general admission/play sessions.
2. MOLLY赏 Online Lottery (一番赏): Online gacha/lottery product through WeChat mini-program. Customers purchase draws (抽奖) for IP-based collectible prizes including figures, plush toys, acrylic stands, cups, towels, and accessories from anime franchises. Prizes range from high-value last-draw items to smaller collectibles.
3. 莫莉宝贝购 Toy E-commerce: Mini-program and Pinduoduo store selling children's toys and stationery. Products sourced from brand partners (乐高, Hape, 灵动创想, 图益, 布鲁可) and sold directly to consumers. Revenue from direct merchandise sales with online delivery.
4. Prize Merchandise Sales: Sale of prize items (景品) including plush toys, figurines, accessories, and novelty items displayed in stores and through online channels. Products tied to licensed IPs including Sanrio, Ultraman, One Piece, Dragon Ball, Evangelion, and more.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

永旺幻想（中国）儿童游乐有限公司 operates indoor family entertainment centers, children's amusement parks, and sports-education venues inside shopping malls across China, featuring coin-operated rides, arcade machines (crane/UFO catchers, lottery machines), physical play areas, and prize redemption. It also sells licensed toy merchandise and runs online gacha/lottery draws through its own WeChat mini-programs (MOLLY赏 and 莫莉宝贝购) and a Pinduoduo store, targeting families with children and anime collectors.

Product overview

永旺幻想（中国）儿童游乐有限公司 operates a portfolio of children's entertainment brands centered around its flagship brand '莫莉幻想 (Molly Fantasy)' family amusement parks. The company offers physical play centers featuring coin-operated machines, UFO catchers, lottery games, and VR attractions. Complementary digital mini-programs include '莫莉宝贝购' for e-commerce children's products and 'MOLLY赏' for online prize draws and figures. Additional sub-brands include '亲子园' (parent-child bonding), '幻贝家' (magical fantasy play), and '莫莉游育运动馆' (sports education), collectively forming a hybrid entertainment ecosystem combining physical venues with digital commerce and prize platforms.

Differentiator

Problem solved

Functional benefit

Brands

• 莫莉幻想: 家庭游乐园品牌，提供摇摇车、娃娃机、彩票机等游乐设施和游戏
• 亲子园
• 幻贝家
• 莫莉游育运动馆
• 莫莉宝贝购
• MOLLY赏

Products and services

• 莫莉幻想 (Molly Fantasy) Main family amusement park brand featuring original mascot characters like 'Lala', coin-operated machines, UFO catchers, lottery machines, and VR attractions for children and families.
• 亲子园 (Parent-Child Garden) Family bonding themed play area where families can play together and children can interact with new friends, focused on building emotional connections.
• 幻贝家 (Fantasy House) Magical themed play area with facilities designed to stimulate children's curiosity, featuring the mascot character 'Tongtong' and various interactive games.
• 莫莉游育运动馆 (Molly Sports Education Gym) First national flagship brand themed around 'play + sports' featuring immersive holographic interactive training systems, large trampolines, ocean ball pits, and professional fitness coaching for children.
• 莫莉宝贝购 (Molly Baby Purchase) Mini program e-commerce platform specializing in children's toys and stationery, offering categories including casual toys, trending toys, learning products, outdoor toys, DIY series, and lifestyle items, partnering with brands like Lego, Hape, and Lingdong.
• MOLLY赏 (Molly Prize) Online lottery and prize mini program offering 'Ichibankudumi' (one chance lottery), carp lottery, and Molly prize draws, featuring officially licensed figurines, gashapon machines, and blind boxes from anime franchises including Dragon Ball, One Piece, and Evangelion.

Quantifiable outcome

• 拉啦梦 has fulfilled 300 dreams since 2003, demonstrating community impact and social contribution
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core.

• Pinduoduo (拼多多)coreChannel Partner/ Reseller/ Distributor · 2 August 2023永旺幻想旗下官方店铺 '奇妙萌可迷你特工宝贝购' launched on Pinduoduo in August 2023. The store sells licensed toy products including 奇妙萌可, 迷你特工队, 龙战士星源, 初奇美甲贴贴乐, and other IP merchandise. Within 3 months, the store achieved 16,405 followers, sold 23,000 items, and ranked #1 in children's robot category and #1 in 奇妙萌可 series on the platform.
• Bandai Spirits (万代) - 一番赏 LicensingcoreOEM/ Whitelabel/ Licensing PartnerMOLLY赏 operates as a licensed distributor of Bandai Spirits' 一番赏 (Ichibankuji) lottery products in China. Products include MASTERLISE figures and collectibles from Dragon Ball, One Piece, Evangelion, Naruto, Spy x Family, Ultraman, and other major Japanese anime franchises. Each series features multiple prize tiers from A赏 (top prize) to smaller collectible items.
• 乐高 (LEGO), Hape, 灵动创想, 图益, 布鲁可coreOEM/ Whitelabel/ Licensing Partner莫莉宝贝购 partners with major toy brands including LEGO, Hape, 灵动创想 (Lingdong), 图益 (Toi), and 布鲁可 (Bloctec) to offer authentic, quality children's toys and stationery products through its WeChat mini-program and Pinduoduo store. Products span categories including building blocks, plush toys, action figures, stationery, and educational toys.
• Sanrio (三丽鸥) - IP LicensingcoreOEM/ Whitelabel/ Licensing PartnerLicensed IP partnership for Sanrio characters (Hello Kitty, My Melody, Cinnamoroll, Kuromi, etc.) in lottery products, plush toys, accessories, and merchandise sold through MOLLY赏 and 莫莉宝贝购. Multiple Sanrio-themed prize series are offered including '甜梦晚安' and '甜酷女孩的梦幻花园' series.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Aeon Fantasy Group: Parent company and direct Japanese-market operator of the same Molly Fantasy family entertainment concept. Operates indoor amusement parks, arcade games, and prize/lottery products in Japan, providing the closest peer benchmark for store economics and IP-driven retail.
• Round One: Japan-headquartered family entertainment centre chain offering arcades, crane games, bowling, karaoke, and prize redemption in shopping malls. Closely comparable to Molly Fantasy's mall-based, coin-operated, multi-attraction format.
• Bandai Namco Amusement: Operates Namco arcade-based indoor amusement facilities in Japan and globally, with a focus on character IPs, crane games, and family attractions. Directly comparable as a mall-based arcade and prize-entertainment operator.
• Pop Mart: China's leading collectible toy/盲盒 retailer with a heavy reliance on licensed IPs and gacha mechanics. Closely parallels MOLLY赏's online lottery model and is a direct competitor in licensed anime collectibles.
• 奈尔宝 (NeyErBao): Premium indoor children's playground chain in tier-1 Chinese malls. Directly comparable as an upscale, mall-based family entertainment competitor targeting similar young-family demographics.
• 万达宝贝王 (Wanda Kids King): Wanda Group's indoor children's amusement parks inside Wanda Plazas across China. Comparable as a large-scale, mall-anchored, parent-IP-driven indoor amusement operator competing for the same mall tenants and family audience.

Broad incumbents

• SEGA: Major Japanese arcade and amusement operator (including Joypolis indoor theme parks) with global IP characters. Comparable as a broad incumbent in arcade and indoor amusement, though SEGA's portfolio spans gaming and consumer electronics beyond the anchor's focus.
• TOP TOY: Miniso's toy and collectibles retail banner operating brick-and-mortar stores and online channels in China with a strong licensed-IP assortment. Comparable as a mass-market Chinese toy retailer emphasizing IP-driven products.

Emerging players

• 52TOYS: Chinese collectible toy brand combining proprietary IPs with licensed anime characters in blind-box and figure formats. Overlaps with MOLLY赏 and 莫莉宝贝购 on anime merchandise and online toy sales.

Others

• Sanrio: Japanese IP owner of Hello Kitty, Cinnamoroll, Kuromi and related characters. Functions as a licensor and brand partner to Aeon Fantasy China but is comparable as a character-IP-driven children's entertainment and merchandise business globally.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/%E6%B0%B8%E6%97%BA%E5%B9%BB%E6%83%B3

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 永旺幻想