Bangkok: Kids and Kits Co., Ltd. has announced its acquisition of the collectible card brand KAYOU, marking a significant shift in the Thai pop culture landscape. This strategic partnership aims to create a "cultural phenomenon" in the realm of collectible cards, with an initial offering that starts at an accessible price point of just 20 baht.
According to Thai News Agency, this collaboration brings together Kids and Kits, a leader in the Thai card game market, and KAYOU, Asia's fastest-growing collectible card brand known for its global impact. The partnership not only solidifies Kids and Kits' position as a trendsetter in the industry but also instills confidence among Thai collectors in the KAYOU brand.
Mr. Jarakrit Kitlertpairoj, Assistant Executive of Kids and Kits Co., Ltd., expressed enthusiasm about expanding their established TCG culture into the CCG domain. He emphasized that KAYOU is more than a random card pack, representing a premium experience of "Collecting Stories" with beloved intellectual properties (IPs). KAYOU's commitment to superfans is evident in their approach, promising a new phenomenon in the Thai market.
KAYOU has been recognized as a "Global Viral Phenomenon," holding the No. 3 position among trading card brands and ranked No. 12 among toy brands globally, according to QYR Research. The brand has seen exponential growth, with projections to quadruple its revenue by 2024. KAYOU's social media presence is notable, with the hashtag My Little Pony amassing over 5 billion views on TikTok China. The brand has successfully elevated collectible cards from mere toys to status symbols for hardcore fans, focusing on "Quality · Fun" with meticulous attention to detail through advanced printing techniques.
To cater to Thai fans, KAYOU and Kids and Kits are employing an "Attract and Expand" strategy, launching collections from popular IPs such as Free Fire, Mobile Legends: Bang Bang (MLBB), Harry Potter, Transformers, and My Little Pony. The emphasis on "Accessible Pricing" ensures that collecting is an opportunity for all, with prices ranging from 20 baht to premium offerings for dedicated collectors.
Kids and Kits' objective is to make the KAYOU brand a widely recognized and accessible trend in Thailand, aiming to distribute KAYOU products to over 9,000 retail points nationwide within the first six months of its launch.
KAYOU is known as China's leading collectible card brand, ranked in the Global Unicorn Index 2025, and holds prominent positions in global rankings by QYR Research. The company's philosophy of "Quality · Fun" is evident in its world-class printing technology and a diverse portfolio of over 100 licensed brands, ensuring a unique collectible experience.
Kidz and Kitz Co., Ltd. is a prominent importer and distributor of licensed card games, toys, and collectibles in Thailand. It is recognized as the leading entity in the Thai card game market, known for comprehensive marketing strategies and fostering a robust community of players through events and national competitions.