第38届国际玩具和潮玩（深圳）博览会

2026年4月9-11日 深圳国际会展中央（宝安区）

婴童玩具是玩具财产中比力不变的传统种别之一。这是由于婴童的发展成长纪律都很不变，焦点需求也很不变。以是，婴童玩具市场的总体基调一直是传统的。但于传统之中，玩具商还有是会按照家长爱好的变化及市场的热门举行微调，是以，婴童玩具范畴是“螺旋式进阶”成长。

亚太增加被寄与厚望

据多家市场查询拜访机构的估算，全世界婴童玩具市场的范围于150亿~175亿美元之间，遍及猜测的年复合增加率于4%~5%之间，这注解，虽然全世界人口出生率增速放缓，但市场远景遍及看好。重要是由于全世界消费者慢慢承认了婴童玩具的教诲作用，需求加年夜。

从地区漫衍上看，泰西约占全世界份额的四分之三（此中美国占一半摆布，欧洲约四分之一），但跟着疫情时期的“发钱”刺激竣事，后劲较着不足。

按照Circana的数据，美国的婴童玩具年夜类于2022年的发卖额同比下跌2%；欧洲五年夜经济体，12岁如下儿童数目于已往十年削减了75万，儿童玩具消费自2019年以来削减了2亿欧元，可以年夜致估算，婴童玩具趋向也是云云。

全世界增加引擎的重担就落到了亚太地域头上。按照全世界数据资源网站Statista的数据，全世界婴童玩具发卖排名前三的地域中，除了第一的美外洋，第二及第三位是中国及日本。中国于此未几叙述，而日本于2022财年的婴童益智年夜类是暖和增加3.5%。此外，GDP反超英国成为全世界第五的印度，因为住民收入增长、婴童数目重大，也是增加的潜力年夜国。

将来线上成中坚气力

婴童玩具的发卖渠道碎片化特性较着。全世界性的专卖零售商好像只有玩具“反”斗城旗下的婴儿“反”斗城一家。虽然今朝线下渠道仍占近七成份额，但其成长速率远远不和线上渠道，这重要是当下和将来的家长是“收集原居民”一代的中坚气力，他们习气指尖消费、送货上门的模式。按照市场查询拜访网站www.emergenresearch.com的数据，从2021年到2030年，婴童专卖渠道增速将会日渐阻滞，取而代之的是年夜型商超及电商平台渠道的快速增加。

全世界婴童玩具市场渠道2021—2030年动态变化

原有产物新增低幼线

虽然婴童玩具市场正面对着打击，但玩具商们，特别是泰西的玩具商们并未抛却这块市场，反而转换思绪，抱着“造就将来消费群”的心态，继承努力开拓婴童市场，特别是3~6岁的小童市场。孩之宝高层于谈和公司将来决议计划时明确亮相，虽然今朝公司增加由年夜童群体鞭策，但婴童恰是将来的年夜童，造就将来粉丝群很是主要。

许多玩具商选择将本来的年夜童、中童产物面向婴童群体革新。

上面提到的孩之宝就新推热火小童线（Nerf Junior），把本来合适8岁以上玩的热火软弹枪春秋降到了6岁如下。

其老敌手美泰也不甘人后，推出合适36岁小童玩的时尚芭比（My First Barbie），弥补小童范畴只有婴儿类娃娃而无时尚娃娃产物的空缺。

还有有桌游巨头睿偲，也于备受接待的重力轨道（GraviTrax）品牌线下新增小童副线（GraviTrax Junior），挟原品牌之威开拓新范畴。

不止玩具商，IP方也一样抱着近似的心思，纷纷于原人气IP的基础上，推出头具名向3~6岁小童的幼教IP，提早抢占市场。

远一点的有2021年的《蜘蛛侠及他的神奇伴侣》（Spidey and His Amazing Friends）；近一点的有本年4月首播的《少年绝地历险记》（Young Jedi Adventures），它乃IP吸金王“星球年夜战”衍生的儿童幼教动漫IP；还有有DC漫画也宣布了及企鹅兰登书屋互助，推出学龄前儿童动作系列册本《蝙蝠车》（Batwheels）并将同步于动画有线平台（Cartoon Network）播出同名动画片。

▲DC漫画向学龄前范畴进军的新IP“蝙蝠车”（Batwheels）

还有有玩具商另辟蹊径，存眷非凡儿童边沿群体的康健发展。据结合国儿童基金会的一份陈诉指出，全世界非凡儿童的数目预计约为2.4亿人，但其需求却备受纰漏。

早于1990年，日本就倡议了无障碍玩具运动（日语称为“共遊玩具”），日本玩具协会内构造专项小组卖力研究制订各类指引及尺度，并牵头于各年夜玩具展会、钻研会中宣传推广这一律念，让非凡儿童也能享受游戏的乐趣。

从2021年最先，美国玩具协会就发明，厂家于出新品时将儿童群体多样性（包括文化、身体前提的多样性）思量于内，并于随后的2022年和2023年渐成天气。好比乐高推出盲文乐高，让视障小童也能经由过程积木进修盲文，为往后的入学、融入社会做好预备。

近期三年夜产物热门

联合海外专业媒体《Toy Book》《Toy World》的报导，还有有笔者的不雅察，近期婴童玩具新品的产物热门重要集中于如下三处：

▐ 复旧。此刻的年青怙恃许多都是千禧一代（20世纪80末至90初出生的一代），有着很重的念旧情结，常常为本身的宝宝选择有着本身童年烙印的玩具。婴童玩具的另外一年夜消费群是祖怙恃，他们一样会被复旧婴童玩具的跨世代魅力所吸引。

草创玩企Fabula Toys就捉住这点来做文章。其开创人兼总监Nazneen Yasin先容，Fabula的新品都融入了传统儿歌元素，可以同时引起尊长的感情共识，降低推广阻力。

▐ 音乐。这个热门与社交平台热门有关。据相识，于YouTube上，播放量靠前的视频中，儿歌相干的占了近一半。它有助在认知成长，同时也能让宝宝开心。还有有于YouTube上热度最高的幼教IP“Cocomelon”恰是以儿歌及童谣为特点。而家长又指望孩子能削减对于电子屏幕的依靠，在是玩具商便将发力重点放到了音效上。

伟易达本年秋冬规划上市的八款婴童系列新品，全数都以音乐为主题。小泰克、费雪、Wow!Stuff等知名玩具商本年秋冬的新品也都触及音乐主题，可见其热度。

▲Wow!Stuff 带音乐元素的婴童玩具

▐ 环保。重要表现于三个方面：削减甚至防止一次性塑料的利用；部门甚至全数采用收受接管质料建造；直接采用环保可连续质料（如经丛林治理评价委员会FSC认证的可连续谋划林场的木料、安全PET水瓶建造的毛绒等）。

美国知名婴童玩具品牌Melissa Doug最先加速利用FSC丛林认证的木料，并与相干机构互助，要于2030年莳植100万棵树，回馈地球。

▲Melissa Doug产物包装上有FSC认证

来历：《中外玩具制造》杂志

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CONNECT:[ UseTime:0.006144s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004208s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003729s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004111s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003683s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003713s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004176s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.003667s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004198s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003587s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004191s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003626s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003649s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003806s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003793s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003754s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003771s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003583s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003526s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003797s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003635s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003631s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003556s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003703s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004077s ]SELECT * FROM `ta_article` WHERE `id` = 232 LIMIT 1 [ RunTime:0.003910s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003667s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003739s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004078s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003569s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003597s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003610s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.003665s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003661s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003570s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.003566s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003581s 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1 [ RunTime:0.003597s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003752s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.003677s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 17 ORDER BY `sort` DESC [ RunTime:0.004267s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003631s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003563s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003568s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003598s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003617s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003590s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003598s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003616s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 18 ORDER BY `sort` DESC [ RunTime:0.004130s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003598s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003556s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003566s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003584s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003548s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003540s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003555s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 19 ORDER BY `sort` DESC [ RunTime:0.004075s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003747s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003635s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003552s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 20 ORDER BY `sort` DESC [ RunTime:0.003992s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003593s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003595s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003643s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003637s ]-必一运动官网