Hey How you doing

嗨，你好嗎？

Nice to meet you

很高興見到你

We have tons of stuff over here, lots of collectibles, a lot of my favorite artists

我們這裡有大量的東西，很多收藏品，很多我喜歡的藝術家。

people that we work with from all over the world

與我們合作的人來自世界各地

Jackson Aw is the founder of a designer toy company that has partnered with some

傑克遜-胡是一家設計師玩具公司的創始人，該公司與一些知名的玩具公司合作。

of the biggest visual artists and global brands worldwide,

的最大的視覺藝術家和全球品牌的世界。

producing collectibles that reflect pop culture and trendy designs

生產反映流行文化和時尚設計的收藏品

And in the process this Singapore entrepreneur propelled his $20,000

而在這個過程中，這位新加坡企業家推動了他的20,000美元的

startup into a multi-million dollar  international toy empire.  

創業公司變成一個價值數百萬美元的國際玩具帝國。

I grew up knowing that I'm not academically performing

我長大了，知道自己的學習成績不好

really in that area and it's that realization that everyone else or at least I should pick

在這個領域，我意識到，其他人或至少我應該選擇

people who are way smarter than I am

那些比我聰明的人

and I collaborate with them and I work with them and if these artists

我與他們合作，我與他們一起工作，如果這些藝術家

dedicated their career to building that craft

他們的職業生涯致力於建立這種工藝

then they are way better than what I can ever be

那麼他們就會比我好得多。

Mighty Jaxx is a tech driven company that designs and manufactures

Mighty Jaxx是一家技術驅動型公司，設計和製造

collectibles and lifestyle products

收藏品和生活方式產品

The 32 year old started the company back in 2012 when he was just 22.  

這位32歲的年輕人早在2012年就創辦了這家公司，當時他只有22歲。

Since then, Mighty Jaxx has sold millions of toy

從那時起，Mighty Jaxx已經售出了數百萬件玩具。

collectibles in more than 80 countries around the world.

在全世界80多個國家的收藏品。

But this is not Jackson's first brush with entrepreneurship. When he was

但這並不是傑克遜第一次與創業打交道。當他在

18, Jackson started Red Army Camera to import, refurbish

18日，傑克遜創辦了 "紅軍相機 "公司，進口、翻新和銷售 "紅軍相機"。

and sell vintage cameras from Russia.

並銷售來自俄羅斯的古董相機。

It started doing pretty well like 20 grand a month  so it's pretty good money and then I went into  

它開始做得很好，一個月有2萬塊錢，所以它的錢很好賺，然後我進入了

a more serious partnership for that brand -- seed investment things like that but then

為該品牌建立更嚴肅的合作關係--種子投資之類的東西，但隨後

through that period, I understand like certain differences in vision

通過這一時期，我瞭解到像在視覺上的某些差異

would actually cause the company to to suffer in that sense so I left that company.

實際上會導致公司在這個意義上受到影響，所以我離開了那家公司。

I couldn't continue with it.

我不能再繼續下去了。

But it was not long before the wheel started turning in Jackson's head again.

但沒過多久，傑克遜的腦子裡又開始轉動車輪。

I started watching a lot of how it's made videos.

我開始看很多關於它是如何製作的視頻。

On youtube?

在YouTube上？

Yeah you know those videos  that tells you how chicken nuggets are made and

是的，你知道那些告訴你雞塊是如何製作的視頻和

like hot dogs, I mean fascinating right? Like the  process that goes into it and so as I watch it  

像熱狗，我的意思是迷人的吧？就像進入它的過程，所以當我看著它的時候

and I look at my shelf of like collectibles that  I have because I'm a big collector of these things right

我看了看我的書架上的收藏品，因為我是這些東西的大收藏家。

Jackson has been an avid toy collector since  he was 17. Because I could only afford the $10 item  

傑克遜從17歲起就是一個狂熱的玩具收藏家。因為我只能負擔10美元的物品

so I started collecting a lot of those so there  are a whole bunch of them but a problem with   

所以我開始收集大量的這些東西，所以有一大堆，但有一個問題是

really with a with a hobby right, you sort of get  sucked into it a little bit so you buy the 10  

真的有一個愛好，你有點被吸進去了，所以你買了10個。

bucks item and then you buy like the you know 30  bucks 40 bucks and somehow you just start spending  

你買了30塊錢的東西，然後你買了30塊錢的東西，40塊錢的東西，不知怎麼的，你就開始花了。

hundreds on it and that's how I came to be a  collector and and so I began to think like could I  

這就是我成為一個收藏家的原因，所以我開始思考，我能否

you know create something physical  with my own hands and craft it  

你知道用我自己的雙手創造一些實物，並製作它

With zero experience in toy production, his  curiosity led him to book a one-way flight to  

由於在玩具生產方面的經驗為零，他的好奇心使他訂了一個單程班機到

Shenzhen in China he visited factories to learn  more about the toy production process including  

在中國深圳，他參觀了工廠，以瞭解更多關於玩具生產過程的資訊，包括

techniques such as hand sculpting and moulding. I  thought there was just a couple of machines that  

技術，如手工雕刻和制模。我以為只是有幾臺機器可以

spit it out and then I got a shock of my life when I saw hundreds of people over there just painting on  

吐出來，然後我就被嚇了一跳，因為我看到那邊有幾百個人在畫畫。

that one piece of item and crafting that item  of what our perception would be a mass-market  

在我們的印象中，那件物品是大眾市場的產品，而在我們的印象中，那件物品是大眾市場的產品。

product like action figure of sort right? You can  buy in any, you know, big box store.

產品像行動圖的那種，對嗎？你可以在任何，你知道，大賣場買到。

Inspired by what he saw in China, Jackson returned home after one month to create his own designer toy.

受到他在中國所見的啟發，傑克遜在一個月後回國，創造了他自己的設計師玩具。

So I went to one of my very close friend - He's a graffiti  artist, he's called CLOGTWO.

所以我去找我一個非常親密的朋友--他是一個塗鴉藝術家，他叫CLOGTWO。

Together they created Mighty Jaxx's first collectible called Hell Lotus but Jackson quickly realized there's no  

他們一起創造了Mighty Jaxx的第一個收藏品，名為Hell Lotus，但傑克遜很快意識到沒有

playing around in the toy business. Because I have  virtually no credit score so I had to lean on my  

在玩具行業玩耍。因為我幾乎沒有信用記錄，所以我不得不靠我的

my dad's credit cut and we maxed out that  card. It was like 20 000 SGD. We launched it  

我爸爸的信用卡被砍了，我們把那張卡刷爆了。好像是20000新元。我們啟動了它

at Comic Con.We sold 10 of the inventory  which is like 20 pieces, 200 bucks each. Terrible .

在漫展上，我們賣出了10件庫存，好像是20件，每件200美元。太可怕了。

But Jackson did not give up. He began cold  calling and emailing specialty stores in the U.S.,  

但傑克遜並沒有放棄。他開始給美國的專賣店打冷戰，發電子郵件。

hoping to sell his toy. Eventually after six months  that inventory was sold out. It's as if like we  

希望能賣掉他的玩具。最終在6個月後，這些庫存被賣光了。這就好像是像我們

never felt that fear again so I took the money  and we rolled (with) it, we never took external money

再也沒有那種恐懼感了，所以我拿著錢，我們滾了起來，我們從來沒有拿過外面的錢。

until much later. Over the years, Jackson continued  to partner with visual artists to create unique  

直到很久以後。多年來，傑克遜繼續與視覺藝術家合作，創造獨特的

limited edition collectibles. We now have over 100  different artists all over the world, the narration  

限量版收藏品。我們現在有超過100個不同的藝術家在世界各地，解說員

has always been artist-centric. But the tide  truly turned for the company in 2015 when Jackson  

一直是以藝術家為中心。但在2015年，當傑克遜-卡梅倫(Jackson)的名字出現時，該公司的趨勢真正發生了變化。

scored his first licensing partnership with DC Comics.

他獲得了與DC漫畫公司的第一次授權合作。

One day I just found the email of

有一天，我剛剛發現

the Global Head of toys in U.S. and his  secretary replied. We do have 30 minutes  

在美國的全球玩具負責人和他的祕書回答。我們確實有30分鐘的時間

this Friday you can come by and just chat with us. So he saw the designs, we have like 3D prototypes  

本週五，你可以過來和我們哈拉。所以他看到了設計，我們有像3D原型一樣的設計。

for him. And at the end of it, he was just, 'Alright' I went out of the room, I thought, 'Nah'  

為他。在結束時，他只是說："好吧。"我走出房間，我想："不。

And the next day they sent over the contract and it was for a global deal and that period  

第二天，他們送來了合同，這是一個全球交易，那段時間

of time, we caught triple the top line. That year, Jackson said Mighty Jaxx made 1.7 million dollars,

的時候，我們抓住了三倍於頂線的機會。那一年，傑克遜說Mighty Jaxx賺了170萬美元。

four times more than the previous year. Jackson  began a double down on collaborations with top  

比前一年多了四倍。傑克遜開始加倍地與頂尖的公司合作。

brands, to tap into fandoms all around the  world - from Hasbro and Nickelodeon to Netflix  

品牌，以開發世界各地的粉絲--從孩之寶和尼克爾登到Netflix

and Formula 1. Through that, Jackson was also  able to produce collectibles on a wider scale  

和一級方程式。通過這些，傑克遜也能夠在更大的範圍內生產收藏品

and at a lower cost, making them more accessible  for fans. I forgot that I came from a $10 item,

並以較低的成本，使他們更容易為粉絲所接受。我忘了我來自一個10美元的項目。

like I just got stuck with the more premium item  because your understanding gets more sophisticated  

就像我只是被卡在了更高級的項目上，因為你的理解越來越複雜。

and you want better. The DC collectibles were sold  at $10 each. That is relatively affordable compared  

而你想要更好的。DC的收藏品以每件10美元的價格出售。與之相比，這是相對實惠的

to other Mighty Jaxx toys that are produced in much  smaller quantities. Those can cost as much as $1200.

到其他Mighty Jaxx玩具，其生產數量要少得多。這些玩具的價格可能高達 1200美元。

Toys are a big business. In 2021, 104 billion  dollars worth of toys were sold with a compound  

玩具是一門大生意。2021年，價值1,040億美元的玩具被售出，其中有一個複合型的玩具。

annual growth rate of 4.1 percent since 2016.  Blind boxes where buyers do not know which  

自2016年以來，年增長率為4.1%。 盲盒，買家不知道哪個

figurine or toy they will get until they unpack  them, are also very popular in China.

他們將得到的小雕像或玩具，直到他們打開包裝，在中國也非常受歡迎。

The market for these items in China, also known as mystery boxes,

這些物品在中國的市場，也被稱為神祕的盒子。

is expected to exceed 4 billion dollars by 2024.

預計到2024年將超過40億美元。

Sensing an opportunity, Jackson started producing blind boxes in 2020, partnering with American  

感受到一個機會，傑克遜在2020年開始生產盲盒，與美國的

designer Jason Freeny, who is known for his iconic  anatomical art. We applied it on like a lot of  

設計師Jason Freeny，他以其標誌性的解剖學藝術而聞名。我們把它應用在像很多

our licensed partners and they all love it because  it's such an alternative look to things and now it

我們的特許合作伙伴，他們都喜歡它，因為它是這樣一個另類的外觀，現在它

becomes more of a staple line for us. The blind  box collecting craze however has faced a fair  

對我們來說，這更像是一條主線。然而，盲盒收藏的熱潮面臨著一個公平的

share of criticism. Some liken it to gambling, with  dangers of breeding addiction as young consumers  

也有責備的聲音。一些人把它比作賭博，年輕消費者有滋生成癮的危險。

cash in to complete entire collections. This has  led to calls for more regulation over blind boxes  

兌現來完成整個收藏。這導致了對盲盒進行更多監管的呼籲。

in China. At the start of 2022, Shanghai pushed out  new rules limiting the price and prohibiting the  

在中國。在2022年年初，上海推出了限制價格的新規定，並禁止在中國境內銷售。

sales of toys to children below eight. We operate  in a different manner, we are basically  

向八歲以下兒童銷售玩具。我們以不同的方式運作，我們基本上是

creating things for the demographic of people  that they are my peers right so they are like  

為那些與我同齡的人創造東西，他們是我的同行，所以他們就像

20 over years old to 40 over years old. So now  these are more seasoned collectors. The idea is to  

20多歲到40多歲的人。所以現在這些人都是比較老練的收藏家。我們的想法是

distribute this culture to the people who  understand that that is the objective for us  

將這種文化傳播給那些理解這就是我們的目標的人。

Between 2019 and 2021, the company's revenue  grew at a compounded rate of 71 percent. To date,  

在2019年和2021年之間，該公司的收入以71%的複合增長率增長。到目前為止。

Mighty Jaxx has raised around $40 million, valuing the company at over $200 million.

Mighty Jaxx已經籌集了約4000萬美元的資金，對公司的估值超過2億美元。

Its investors include Chinese conglomerates,  Tencent, KB investment which is owned  

它的投資者包括中國的企業集團、騰訊、KB投資，該公司擁有的是中國最大的企業集團。

by one of South Korea's largest banks and  Tokovidia investor, East Ventures. Jackson's  

由韓國最大的銀行之一和Tokovidia的投資者East Ventures提供。傑克遜的

next focus is expanding into the metaverse  offering fans exclusive digital experiences  

下一個重點是擴展到元空間，為粉絲提供獨家數字體驗。

with physical collectibles. In 2021, Mighty Jaxx  launched its first collection of NFT trading cards  

與實物收藏品。2021年，Mighty Jaxx推出了其第一個NFT交易卡系列

featuring cats that look like the Chinese cuisine Dim Sum. When we launched it, 6 000 units. When it  

以貓為特色，看起來像中國菜的點心。 當我們推出它時，有6000個組織、部門。當它

sold for like i think two seconds, it was just  sold out. We're like okay yet again almost like  

賣了大概兩秒鐘，就賣完了。我們就像好了，但又幾乎像

DC moment. It's like something's happening. So when  you buy our NFT you get access, an opportunity to  

DC的時刻。好像有什麼事情發生了。是以，當你購買我們的NFT時，你就會得到訪問權，有機會接觸到

purchase the physical manifestation of it in that  design. Only this bunch of people or fans,  

購買它在該設計中的物理表現。 只有這群人或粉絲。

would be able to purchase this figure. Now because  only they could do it and they can combine the  

將能夠購買這個數字。現在，因為只有他們能做到這一點，他們可以將

both asset class together, it generates even higher  value for them, because no one else in the world  

這兩類資產加在一起，為他們創造了更高的價值，因為世界上沒有其他人

could have it. And so with the value they purchase  more products, which gives them even more value.  

可以擁有它。是以，隨著價值的增加，他們購買更多的產品，這給他們帶來更多的價值。

And this becomes a sort of a standard flywheel  that we have already worked on right now.

而這成為一種標準的飛輪，我們現在已經在這方面做了工作。