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）

生肖，自带热度的IP。行将到来的2025年是夏历乙巳年，生肖属相为蛇。从生肖角度讲，每一个属相都没有好坏之分；从认知角度看，蛇其实不属在很是受公共喜爱的动物，甚至触及到的相干针言、谚语也都是贬义占多数。但不成纰漏的是，蛇主题产物也有市场，其需求者包括属相为蛇的消费者、动物文化喜好者等。

面临这类客不雅实际，企业要怎样做才能更好地蹭到生肖IP的热度呢？按照已经经结构企业的举措来看，打造生肖蛇主题产物可以从科普、文创、授权三方面入手。

科普类：通报蛇相干常识

近日，中国国度地舆旗下博物文创品牌推出“蛇来运转”毛绒玩偶，包括卷卷蛇、小小蛇两款，因此猪鼻蛇为设计灵感。据相识，猪鼻蛇是游蛇科中一个奇异的类群，它们漫衍于美洲，由于鼻吻部结尾向上撅起，使鼻孔朝前外露而患上名。猪鼻蛇属在后齿型毒蛇，基本不会对于人组成危险。

真正的猪鼻蛇会让人畏惧，但“蛇来运转”毛绒玩偶却让人感觉可爱。设计师将产物的主色调设计为黄色+白色，并给卷卷蛇搭配金元宝配件，可磁吸在卷卷蛇顶部；卷卷蛇身体还有可弯曲，随便摆出各类造型。小小蛇身长约莫10cm，可作为挂件，随身携带做装饰品。

∆“蛇来运转”毛绒玩偶

拔取某类蛇作为设计灵感、打造相干产物，是从科普角度捉住生肖蛇热度的做法。《中国物种红色名录》评估蛇类有208种，此中极危5种、濒危4种、易危60种、近危28种；最为濒危是莽山烙铁头，处在极端濒危状况。我国已经经采纳许多举措去掩护濒危的蛇类。

不管是从掩护动物的角度，还有是从提高认知的角度，科普类蛇主题产物都具有必然的市场潜力的。消费者只有熟悉、相识各种蛇，才知道怎样去掩护蛇或者者于碰到时可以或许正确鉴别蛇的品种，从而做出准确的应答方式。

文创类：以文物文化为灵感

故宫博物院每一年城市推出一本文创日历，以流传传统文化、文物常识。针对于乙巳蛇年，该院特意为《故宫日历·2025年》设计了与蛇相干的31件蛇文物图片，如汉朝的双蛇纹方砖，唐朝的宓羲女娲像、陶画彩十二时候之蛇俑，清朝的掐丝搪瓷花草纹甪端蛇形喷鼻熏等。

别的，日历封面图案采自故宫钦安殿纸本神像画局部，环绕纠缠在马天君右手所持枪上的灵蛇，寄意迎新纳吉、富在活气。这款日历与以往差别的一点还有于在运用了AR技能。消费者用手机扫一扫，即可以得到一款立体的、恍如活过来的文物。

∆故宫博物院《故宫日历·2025年》

不止是文物的含“蛇”量比力高，于中国汗青文化、神话故事中，蛇的存于度也极高，好比上古四年夜神兽之一的玄武是龟蛇合体、创世女神女娲是人身蛇尾，《山海经》记录的相柳、腾蛇、巴蛇等也都与蛇相干。

还有有些鄙谚、针言也能够作为创作的设计元素或者灵感。好比问孺子以“强龙不压地头蛇”为灵感，推出了中华地头蛇系列玩偶、挂件，而且付与挂件墨蛇招财、白蛇安然、金蛇年夜吉、青蛇如意、赤蛇万福等夸姣寄意。

∆问孺子中华地头蛇毛绒挂件

授权类：浩繁蛇IP主题形象

与蛇相干的IP形象数目不少，且部门IP知名度极高。

11月13日，实丰文化成长株式会社发售了《饕餮蛇高文战》游戏正版授权的饕餮蛇欣喜盒。该产物以盲盒情势发售，共包括6款。通例款1:1复刻还有原IP形象，消费者可以看到拥有灿艳灯光、魔性跳舞的饕餮蛇；隐蔽款为锦鲤款，得到几率为1/36。

据相识，《饕餮蛇高文战》是2016年上线的一款休闲、竞技类手游。依附着轻松益智的休闲弄法及Q萌可爱的画风，该游戏一经推出便迅速博得了泛博玩家的喜爱，连续登顶IOS游戏榜及免费榜，并跻身全世界手游下载量TOP10。今朝，该游戏APP及小游戏双端累计注册用户跨越10亿，月活用户跨越两万万。

∆实丰文化的饕餮蛇欣喜盒

近来，互联网上有一只爆火的新IP名叫“点点”，是一只小狗蛇——将狗与蛇相联合，是一只拥有蛇身、两只狗爪的形象。据先容，小狗蛇的设计灵感来自作者的宠物蛇，由于酷好被摸头，给作者的觉得愈来愈像小狗。作者付与点点小狗蛇的身份是病院里的一只医治动物，被用来陪伴、抚慰病情面绪。

∆点点小狗蛇IP形象

有数据显示，小狗蛇推出后6个月增粉150多万，视频全网播放量超5亿，一度登上微博动漫范畴热度榜第一位。“点点是一坨年夜便”更是深深印于很多网友脑海里。今朝，多爱已经经得到了该IP的授权，推出小狗蛇毛绒公仔、挂件等产物。

∆多爱玩具推出的小狗蛇毛绒产物

此外，还有有源自妇孺皆知传说故事“白蛇传”的各种IP，如电视剧《新白娘子传奇》，动画影戏《白蛇：缘起》《白蛇：青蛇劫起》《白蛇：浮生》；源自《葫芦兄弟》的蛇精形象也是一代人的回忆等。

∆《白蛇：浮生》影戏海报

除了上述3个切入点之外，还有有一个选项是整蛊类。由于提起蛇，年夜部门人第一反映就是畏惧，以是这一形象尤其合适打造整蛊类产物。好比网上比力火的仿真蛇薯片桶，打开薯片桶盖子看到的不是薯片，而是一条会跳出来的“蛇”，打击力很是年夜，整蛊效果满分。

还有有抖音网红玩具电动响尾蛇，从蛇阁下拿起“小金块”时要很是小心，万一触念头关就可能被响尾蛇“咬一口”。并且触动开关后，该产物会发出“滋滋滋”的音效，尾部也会自由摆动，营建紧张气氛。

∆网红玩具电动响尾蛇

不外，因为整蛊文化于海内其实不成熟，以是这种产物于海内的接管度不算过高。再者，过分仿真或者者吓人，可能激发消费者的不满、投诉，甚至是严峻的后果等。是以，企业假如打造整蛊蛇主题产物必然要掌握好度。

来历：中外IP授权 深圳展（ID:licensingchina）

文/Aries；图/各品牌天猫旗舰店

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