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）

联名营销是最近几年品牌推广的主要手腕。下面，就来看看与玩具或者咱们认识的IP相干联名的案例，从中相识一下有甚么经验与教训，还有有新风潮。

联名营销的3E原则

总结起来，海外联名营销有个“3E”原则。这3个E 别离是Expand（扩张）、Extend（延长）及Elevate（晋升）。分项详细来看：

▐ Expand（扩张）——增长发卖。2020年，百年童车车厂Radio Flyer及电车前锋车厂特斯拉互助推出特斯拉Model Y童车，除了了于通例童车渠道发卖外，由于联名互助的瓜葛，产物还有登岸了特斯拉官网，为Radio Flyer扩张了发卖渠道。

也是同年，美泰旗下知名玩具车品牌风火轮也及特斯拉互助推出后者首辆电动皮卡（Cybertruck）1:10比例遥控玩具车，引起了市场惊动，由于及Model Y差别，那款皮卡其时还有逗留于观点设计阶段，还没有出厂（译者注：真车到本年8月正式才落地），这不单吸引了特斯拉粉丝们为解思车之苦而慷概下单，还有有不少因真车价格望而生畏的车迷们争相采办“平替”保藏。是以，遥控车于官网上线5小时即断货。

这对于特斯拉来讲，也是共赢，据其老板马斯克说，此次联名互助让更多人相识到这款皮卡，于动静宣布后几周，特斯拉就已经经接到25万辆的定单，高在预期。

▐ Extend（延长）——打破市场对于品牌的固有印象，将品牌引入新范畴。由贸易查询拜访机构Visual Objects做的500人查询拜访显示，71%的消费者春联名持接待立场，有43%会由于喜欢的公司或者品牌而测验考试相干联名产物。

可爱系代表IP Hello Kitty早于2011年就最先测验考试经由过程联名互助来打破次元壁。其时，版权方三丽鸥位在美国洛杉矶的分公司找到美国职业棒球年夜同盟，但愿告竣联名互助，但受到同盟治理层的抵制，他们认为这个以女孩为消费群的IP及纯爷们运动之间毫无联系关系。

但幸亏互助患上以经由过程洛杉矶道奇队（Dodgers）联名商品先试水，仅于道奇运动场发售，遭到了棒球女粉丝的接待。在是，联名规模扩展到棒球同盟的30支球队，联名产物于各个球队场馆和美国各年夜棒球专业渠道发卖，不仅到达了第一个“E”（扩张）的效果，还有打破了Hello Kitty作为女孩IP软萌的品牌形象，得到了体育粉丝的青睐。

还有有知名儿童益智玩具品牌绘儿乐于联名营销上也做患上很精彩，经由过程食物、时尚彩妆、陌头潮牌衣饰等各类跨界联名，于各个非儿童益智范畴刷足存于感。

∆绘儿乐与极限运动衣饰品牌范斯（Vans）推出的联名潮鞋

▐ Elevate（晋升）—— 晋升品牌格调或者社会影响力。这也是最近几年海外品牌的一个主流趋向，并且特别偏幸及艺术、社会公益范畴举行联名互助，从而晋升品牌格调或者社会公信力。

2020年的东京奥运会及残奥会时期，Hello Kitty及美国奥运队举行了联名互助。官方指出此次互助的目的是：“经由过程体育庆祝时机均等、公允竞争及全世界及谐。作为‘全世界包涵性年夜使’，Hello Kitty但愿激励新一代实现胡想，并始终以情谊及仁慈引领。”格式一下打开了。

本年也有不少近似的案例。日本MEDICOM公司旗下知名潮玩品牌积木熊（Be@rbrick）趁着荷兰梵高艺术博物馆本年50周年之际，推出了联名的限制潮玩。产物灵感来历在梵高名画《盛开的杏花》（Almond Blossom）。这幅画遭到日本版画技法的影响，及积木熊品牌的日本基因及潮水艺术元素既有共通的地方，又有必然的拔高。

还有有就是及公益机构联名，举办宣传勾当，晋升品牌的社会影响力。好比“古迹奼女”（又名：瓢虫雷迪，原名Miraculous: Tales of Ladybug and Cat Noir）就及美国联邦紧迫办法署（Federal Emergency Management Agency）一路举办天下公益性宣传勾当，让孩子相识紧迫环境下的自救、应答办法。这及“古迹奼女”于原著中在紧迫中挽救巴黎的设定高度吻合，同时因为有官方机构的介入违书，使这个设定越发深切人心，进一步晋升其社会形象。

联名新不雅点：给焦点客户提供新鲜感

可以说，“3E”原则是所有品牌联名都但愿到达的效果，行将品牌影响力拓宽到上风范畴以外，但金融机构Fig Loans按照年夜数据发明，联名实在也是一种增长品牌新鲜感，从头吸引忠厚客户的抱负方式。

有研究注解，将客户保留率提高5%可以使利润最高增长95%。由于面向焦点客户群，这就要求联名两边以致多方的品牌焦点理念要契合，不克不及有太年夜落差。

这一点，可能统一个或者类似范畴的品牌联名比力轻易到达。好比本年惊动玩具圈的美泰及孩之宝的牵手就是一例。两边结合于自家IP影戏上映前夜宣布了联名互助动静，从敌手变伴侣，着其实营销层面上赚了一波流量。

但若是跨界联名，就要思量两边品牌内核的契合度。好比美泰旗下以童话魔鬼反派儿女脚色为形象的娃娃品牌精灵高中（Monster High）于停产数年再度重启之际，前后与数个知名可骇片IP联名推出限量版骷髅娃娃，就是为了凸显精灵高中有别在其他娃娃品牌的定位。最新推出十年夜鬼娃之一的安娜贝尔骷髅娃娃，官宣不久，官网已经经售罄。

还有有我国快时尚跨境电商巨头希音（SHEIN）旗下孵化的海外新兴美妆品牌SHEGLAM，本年开设自力站，7月及哈利波特联名推出化妆品，用“化妆邪术转变颜值”这个观点绑定两个跨界品牌。官宣半个月即于TikTok上得到了2780万的暴光量，官网迅速售罄。官方宣传帖最高点赞量有5.7万，评论过千，比以往的福利赠品勾当流量都多，迅速让这个新晋美妆品牌走进公共视线。

∆SHEGLAM与哈利波特联名推出邪术彩妆系列，此中唇彩做患上犹如邪术药水，体验感满分

情势年夜在内在是年夜忌

从品牌/IP方来讲，固然但愿每一一次联名都能实现1+1 2的效果，但若队友不给力，甚至拖后腿，就颇有可能拔苗助长。由于Visual Objects的查询拜访注解，有61%的受访者暗示会防止采办负面品牌的产物。

玩具品牌“一哥”乐高就踩过这个坑。乐高与石油巨头壳牌联名推出加油站系列积木套装并于壳牌渠道发售，但于2014年，由于壳牌规划于北极勘探石油， 遭到环保者的否决。乐高是以被扳连，由于壳牌的行径有悖乐高一贯标榜的“鼎力大举投资环保事业、器重社会责任”的品牌形象。于各方压力之下，乐高无奈解约，成为联名掉败的经典案例。

来历：《中外玩具制造》杂志

编译：陈夕

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CONNECT:[ UseTime:0.005753s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.003970s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003477s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.003736s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003342s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003355s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.003735s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.003352s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.003743s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003255s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.003712s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003314s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003318s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003360s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003393s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003300s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003339s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003334s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003222s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003293s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003261s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003353s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003256s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003355s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.003785s ]SELECT * FROM `ta_article` WHERE `id` = 245 LIMIT 1 [ RunTime:0.003547s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003317s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003374s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.003996s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003338s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003309s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003353s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.003356s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003328s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003274s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.003315s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003243s 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1 [ RunTime:0.003280s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003416s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.003434s ]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:0.003781s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003282s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003266s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003257s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003254s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003268s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003306s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003281s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003280s ]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:0.003778s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003290s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003317s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003299s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003277s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003295s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003262s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003294s ]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:0.003814s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003293s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003468s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003336s ]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:0.003836s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003286s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003309s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003327s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003364s ]-必一运动官网