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）

2024年，情绪消费年夜发作，而消费者对于IP的喜爱与追捧本就是一种情绪需求的体现。是以，这一年的授权市场很是热闹，各行各业踊跃与各种型IP开展联名授权互助，甚至许多具备“汗青感”的IP都从头活跃起来，与新兴IP共分全国；这一年授权市场活跃的IP数目极多，但总体可以分为可爱系、经典系、影视系三年夜类，而这些IP类型颇有可能将来依旧是授权市场的主流趋向（囿在篇幅限定，本文仅枚举部门热点IP）。

可爱是永远的王道

绝不夸张地说，于IP范畴，可爱系的IP数目定然是至多的。由于可爱的领域很广，可所以萌嗒嗒的、贱兮兮的，也能够是酷酷的、傻傻的，但必然是会带给受众欢喜、治愈情绪，引发受众喜悦之心的IP。2024年授权市场热点的可爱系IP很是多，颇具代表性的重要因此下4个：

▐ 线条小狗：心情包类IP，由韩国插画师MOONLAB_STUDIO创作，由一条白色卷毛马尔齐斯及一条棕色小金毛构成，依附着不内讧、率真、纯真、直白表达爱意的性格特色，圈粉无数。去年，依附与瑞幸联名互助声名鹊起后，该IP便成了授权市场的喷鼻饽饽，与言仓、小奥汀、TOU TOU、OCE、玩乐主义、嘿粉儿、图益、维达、农民山泉、名创优品、百雀羚、舒耐、好来等浩繁行业品牌告竣互助。

∆线条小狗主题产物

▐ 黄油小熊：泰国曼谷一家名为“Butter Bear”甜品店的吉利物，拥有圆嘟嘟的脸、红通通的鼻子，身上系着一条蓝白色小围裙，最出圈的莫过在一扭一扭的舞姿。因旅客分享其萌态形象及魔性舞姿于社交媒体走红。作为店肆吉利物，温暖、友爱、可爱是其最凸起的特色。该IP于海内授权市场的风靡，离不开版权代办署理方的运营，好比广泛开展授权联名互助、推出微信心情包、举办线下主题展等。今朝的授权联名互助品牌包括皮可熊、润培、言仓、名创优品、‌Fictus、TOP TOY、玩乐主义、格力高、伊利、上好佳、瑞幸、乐乐茶、患上力等。

∆黄油小熊心情包

▐ 吉伊卡哇：日本漫画IP，名字直译为小可爱，意为某种又小又可爱的家伙，也是漫画的副标题。该IP包罗3个脚色，别离为吉伊，原型为小仓鼠，怯懦、不善言辞却能为掩护伴侣阐扬要害作用；头顶为蓝色的小八，会弹吉他、煮饭、唱歌的热心地小可爱；兔子乌萨奇，自由旷达，智慧且战斗力爆表。它们努力打工赚钱才能买到本身想要的工具，这点引起了泛博年青人的共识，于是走红收集。本年，名创优品与吉伊卡哇联名快闪勾当引爆全网，10小时发卖额达268万元、6天发卖额冲破1000万元的成就，揭示了吉伊卡哇的超强吸金实力。

∆名创优品门店设置的吉伊卡哇周边专区

▐ 卡皮巴拉：源主动物界顶流水豚英文单词capybara的中文谐音，成为水豚的代名词。于网友眼中，卡皮巴拉败坏从容、与世无争，是精力状况最不变的动物。跟着该动物火爆收集，浩繁品牌快速嗅到了商机，踊跃打造相干IP和产物，好比酷乐潮玩推出“豚豚崽”IP和相干衍生品，并于天下开启巡回快闪勾当；鼻涕熊推出了坐姿迷你豚、草莓水豚、坐姿迷你豚鸭鸭款/帽子款等卡皮巴拉主题毛绒公仔；chikoku联合卡皮巴拉的颜色，推出主题拖鞋；B.Duck交融卡皮巴拉元素的毛衣等。

值患上留意的是，卡皮巴拉属在收集风行词，水豚属在动物，都不是IP形象，各个品牌都能契合水豚打造属在本身的IP；至在是否可以或许注册卡皮巴拉牌号或者品牌，则要依据有关划定详细对待。

∆门店发卖的卡皮巴拉玩偶

经典系列永不外时

跟着我国授权市场的成长成熟，不仅有愈加多契合年青人爱好的新IP呈现，诸多经典IP亦乐成“杀入”授权市场，好比三丽鸥、蜡笔小新、名侦察柯南、美奼女兵士、猫及老鼠、变形金刚、奥特曼等等。

这些IP之以是可以或许于授权市场抢占份额，不单单是依赖情怀、原有粉丝基础，更由于自身魅力、版权方/代办署理方的连续推广。此中如下3个是这两年忽然活跃起来的“冷门”IP，是经典IP永不外时的典型代表。

▐ 飞天小女警：源自美国时代华纳公司出品的同名动画片，降生在1998年，至今已经经有跨越26年的汗青了。按照阿里鱼官网信息，自2017年最先，平台陆续经由过程众筹、H5互动、公益项目、淘宝换肤、主题地铁车箱、淘宝直播、时装周高定秀、主题展、快闪等方式，晋升IP的暴光量。本年，该IP最惹人注目的授权联名是与泡泡玛特告竣互助，推出了年夜娃手办、盲盒手办、搪胶毛绒挂件等产物，且仅于抖音平台的发卖额就到达了数万万元。

∆飞天小女警与泡泡玛特联名年夜娃手办

▐ Pingu：企鹅家族，源自由瑞士建造的一部同名粘土动画片。资料显示，Pingu是1986年被设计出来，并在1990年被拍成为了动画片，焦点脚色包括Pingu、Pinga（mm）、Papa（爸爸）、Mama（妈妈）、Robby（挚友，小海豹）、Pingi（女伴侣）。依附着简朴有趣且不掉温馨及深度的故工作节，Pingu动画片得到了全世界浩繁孩子、家庭的喜爱。于海内，该IP可以或许遭到广泛存眷，患上益在不停开展的授权联名互助，好比桐馨语毛绒盲盒挂件、潮昇动漫场景摆件、瑞幸联名饮品和周边产物、马克图布Pingu许愿铃摆件灯、派悦坊“Pingu的宝藏”冷冻红丝绒蛋糕等等。

∆Pingu授权玩具

▐ 魔卡奼女樱：日本动漫IP，漫画原作始在1996年、动画作品在1998年上映（《百变小樱》）。于B站，该IP系列动画作品的播放量到达了3亿次。续作《魔卡奼女樱 透明牌篇》于海内是由杰外动漫代办署理。最近几年，代办署理方经由过程筹谋动画25周年官方授权主题餐厅、年夜型原画展“被施下邪术的美术馆”，以和开放授权互助等方式，连续鞭策IP暴光。据不彻底统计，互助品牌包括奈雪的茶、完善日志、燕之屋、周生生、天然堂、OLAY、冒昧元、美图手机、次元仓、承平鸟、佳洁士、Miss Candy等。

∆《魔卡奼女樱 透明牌篇》授权互助品牌（杰外动漫官网）

影视互助危机相伴

影视作品是最近几年授权市场活跃的一类IP。咱们看到，愈加多的出品方意想到周边衍生品的巨年夜“钱景”，要末是于作品播出前就已经经将部门版权授权出去，要末是自立开发轻周边并经由过程众筹的情势宣传、发卖；还有有些经典作品也最先鼎力大举拓展授权市场。

回首2024年，高热度的联名授权IP既包括《庆余年2》《长相思第二部》《玫瑰的故事》《度华年》《珠帘玉幕》《九重紫》《哥斯拉年夜战金刚2》等新作，也有《谎话西游》《甄嬛传》“哈利波特”系列等经典作品。

∆奈雪的茶与哈利波特联名互助

与动漫、游戏等二次元IP是圈层喜好、粉丝粘性强差别，影视作品都是面向较为广泛的消费群体，大都不雅众是只看做品、不买周边，仅少部门演员粉、剧粉会愿意为周边付费。除了非是年夜爆作品，好比去年的《流离地球2》、本年的《庆余年2》，才可能使周边产物破圈，交出较好的周边变现成就。

是以，品牌与影视类IP互助带有必然“押注”的性子：剧火，相干产物能销；剧爆，衍出产品发卖会水长船高；剧扑街，授权互助就是亏蚀生意。即便云云，仍有许多品牌不停与各种影视作品提早告竣互助，赌一把剧爆的可能性，究竟比及剧爆了再谈互助，价格就纷歧样了。

来历：中外IP授权 深圳展（ID:licensingchina）

作者：Aries

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