第39届国际玩具和潮玩（深圳）博览会

2027年3月31-4月2日 深圳国际会展中央（宝安区）

这两年，玩具市场行情低迷，厂商都于摸索新的产物线、发力点，此中发卖向好、市场热度较高的食玩引起了行业的存眷，更有不少厂商思索拓展食玩产物线的可行性。以当前海内食玩市场的走势来看，玩具简直愈来愈主要，但行业结构乃是机缘与挑战并存。

食玩热度高受器重

一般来讲，食玩重要指附带食品的玩具，海内也常将其称为糖果玩具。玩具从业者陈群新暗示，此处的“糖果”属在广泛观点，代指所有食物。“例如咱们常说的糖酒会，不是糖果及酒的会，而是指食物及酒业的会。”是以，食玩中的食物可所以糖果，也能够是其他种别。

食玩的热度上涨、市场向好表现于多方面。起首是食玩的出现情势增长，包括以玩具作为艳服食物的载体，如金稻谷的超等飞侠果汁软糖年夜旅行箱即是将糖果装入“旅行箱”内；于食物包装袋中插手玩具，如TALA S将卡牌、徽章、迷你公仔等玩具包装后，装入相干食物包装袋中；玩具与食物以1+1的情势被装到包装内，如金稻谷的卷尺糖分为两部门，一部门是装于卷尺里的软糖，一部门是3D拼图，二者于包装中各占一部门，互不干预干与。

∆金稻谷的超等飞侠果汁软糖年夜旅行箱

再者是终端渠道对于食玩器重度晋升。《中外玩具制造》杂志记者不雅察过一家超市内发卖食玩产物的变化。2023年10月，该超市仅陈设了不跨越10种造型的食玩产物，且位置设于货架侧面，轻易被纰漏；同年12月，该超市于休闲食物中央位置设置了专门的食玩陈设区，食玩种类数目也增长到了二三十种；到了本年年中，该超市食玩货架再次扩展，从三层增长到了四层，发卖的食玩品牌到达了十余个，食玩种类不低在50种。这类变化直不雅地反应了该超市对于食玩的器重度晋升，而可以或许让渠道器重的最终启事还有是由于市场有需求。

∆超市专门设货架陈设潮玩

还有有些食玩范畴的企业动向也能作为海内食玩赛道快速成长的有力支撑，好比日本玩具巨头、食玩头部品牌万代最近几年增强食玩于海内的推广发卖力度，相干产物不仅入驻了天猫等主流电商平台，亦于KKV等门店有专属货架；海内食玩品牌ACGBOX漫盒于2023年同比取患了近3倍事迹的增加，本年还有完成为了数万万元的A轮融资等。

∆万代食玩于KKV的陈设货架

IP元素愈加凸起

海内IP授权市场繁荣，各行业都于与IP增强互动接洽，食玩产物也不破例。“这两年食玩热度高重要是受IP火爆动员的。”陈群新暗示，此刻IP情况成熟了许多，消费者也越发接待“IP+美食”的立异情势。可爱的IP形象与食玩意见意义情势相联合，也更易实现发卖。

不止一名食玩从业者夸大IP对于食玩市场的动员作用，各年夜食玩品牌推出的产物亦注解IP与食玩的联合愈抓紧密。

而食玩与IP的联合点，一方面是于食物上，如糖果、饼干等印制IP形象等；一方面则是于玩具部门，且不局限在传统玩具，还有包括衍生周边品类以和潮玩盲盒的弄法。

举例来讲，TALA S与“小马宝莉”告竣互助，推出的缤纷杂果味软糖包罗奇萌徽章系列，全套共14款，每一包软糖可随机得到1款；4+1汉堡注心软糖则是于包装内添加IP卡牌，全套32张，每一包软糖可随机得到1张。

∆TALA S的“小马宝莉”系列食玩

卡通皇国推出的奶龙魔力不倒蛋系列，交融了潮玩盲盒的理念，将产物外包装设计为椭圆蛋样式；共设计了7个通例款、2个隐蔽款共9个不倒公仔，而每一款不倒蛋内含1只不倒公仔、1个布丁、1份仿单。另外一款得到“猪猪侠”授权的航空火箭糖（唇膏造型）是交融火箭与唇膏造型特色，以“可以吃的‘口红’”为卖点吸引消费者。

总体来看，食玩品牌选择的都是具备必然热度及知名度的IP，除了前述IP外，“超等飞侠”“喜羊灰太狼”“飞狗MOCO”“斗罗年夜陆”“三丽鸥” “奥特曼”“变形金刚”“蜡笔小新”等都是互助较多的IP。

厂商面对机缘挑战

有IP加持的食玩可能是经由过程IP吸引消费者，而无IP加持的食玩要吸引消费者则重要是依赖玩具，好比卡通皇国的折叠手机枪外不雅设计为手机样式，经由过程快速折叠可以变身枪造型，进而将此中的粑粑糖 “射击”出来；DIY蛋糕彩泥外不雅设计为蛋糕样式，内含跳跳糖以和彩泥块、模具、烛炬、擀面杖等配件，孩子们可以充实阐扬想象力，打造本身的个性生日蛋糕等。

恰是因为玩具于食玩中的职位地方愈加剧要，于是玩具企业也具有了结构食玩的上风——可以设计出更富创意、更切合市场及消费者需求的玩具。至在食物方面，则可交由食物代工场卖力。

但需要留意的是，食玩是归入食物行业的，以是玩具企业需要确保自身拥有出产、谋划食物的天资，好比申领食物出产许可证、食物谋划许可证，举行相干质量治理系统认证等；还有要留意对于互助工场举行约束与考查，避免呈现食物安全等问题。

于玩具方面的研发设计实力是玩具企业结构食玩的上风，同时企业也要思量可能面对的难题与挑战。

其一是海内食玩范畴已经经有了一批成熟且有影响力的品牌，玩具企业此时进入市场跟这些品牌抢占份额会有难度；

其二是食玩的重要发卖渠道是线下，此中有些与玩具发卖渠道有重合，好比KA连锁、便当店等，但更多渠道是相区别的，于是玩具企业可能要支付较多的精神、财力去从头拓展渠道网；

其三是食玩触及敏感的食物安全问题，一旦发生或者发生后处置惩罚欠好对于品牌影响会很年夜。

“只是办食物谋划许可证其实不难，可是食玩价格低、利润小，卖了许多也没觉得赚几多钱。”这是多位玩具渠道商谈和食玩的一致反映，于是他们只管看到了食玩市场向好，也没有投入太多精神去深耕。

据相识，食玩作为快消品，终端零售价基本集中于20元之内，属在靠量取胜的品类。玩具企业结构食玩一定要有必然的前期投入，但实现回本可能需要比力长的周期，企业要提早思量是否可以或许对峙下来。

来历：《中外玩具制造》杂志

记者：李昕

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