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）

玩企于实体产物层面的跨界，属在通例线路。从财产价值链来看，利润更丰盛的弄法是品牌层面的跨界，更通俗的说法就是“品牌/IP授权”，只是玩具多作为其他范畴品牌/IP的载体呈现，作为品牌授权给其他范畴产物的环境相对于少见。

但跟着授权市场范围的连续扩展，并揭示了强盛的抗危害实力后，自己拥有知名品牌或者打造人气新品牌实力的玩企最先举行品牌对于外授权的运营和结构。品牌授权不仅可以打停业品形态的限定，更可以从不雅念、文化、模式等层面将品牌升华，得到更多商机。下面一路来看三个差别案例，看看详细的操作方式。

案例1：Squishmallows

Squishmallows是美国以致全世界最热销的毛绒玩具品牌。

有多受接待呢？2017年首度面市后，短短4年时间总销量就冲破1亿只。又用了3年时间，总销量就冲破4亿只，年发卖额增幅比年冲破70%。全网暴光量跨越137亿次。

就连Lady Gaga及金·卡戴珊如许的流量名人都公然表达过对于这个品牌的喜爱。

∆Lady Gaga于小我私家社交账号上分享与家中Squishmallows毛绒的合照

既然名气年夜、流量高，Squishmallows的母公司Jazwares又怎样会放过？依赖本身研发、发卖显然来钱太慢，在是品牌授权就成了利润更高的选择。

▐ 使用已经有产物形象。该品牌于上市数年间已经经推出了过千款差别形象的毛绒玩具并已经经于粉丝心目中形成为了固有的气势派头，这些富厚的毛绒形象就是现成的品牌/IP图库资源。

在是于产物总销量破亿的2021年，Jazwares正式启动了品牌对于外授权规划。

比起通例的授权品牌，Squishmallows的可用授权形象很是富厚，且Jazwares还有一直于连续创造新形象，并笼罩了各类节日场景。今朝，Squishmallows已经有产物形象近3000款，赐与了互助方很年夜的选择空间。

▐ 定位为糊口方式品牌。产物形象是门面，品牌定位是锚点，决议了授权的基调。

Jazwares将Squishmallows定位为年青的糊口方式品牌，面向12~24岁群体，注解只要及年青人糊口相干，便可授权。

后续的授权案例也充实申明了这一点。今朝， Squishmallows除了了捉住毛绒玩具这一焦点品类外，其他玩具品类如桌游、解压玩具、DIY类等均为授权，还有涉足了时尚美妆、日用家纺、文教文具、衣饰鞋履、电子产物等多个范畴，授权互助伙伴已经有80余个。

▐ 线上线下全触达。品牌授权的根底于在人气与知名度。

Squishmallows的人气与知名度源在收集种草及线下探店寻宝的流量，在是，Jazwares便连续于这两方面发力。

一方面于线下与发卖互助方，连续推出店肆独家款，同时于差别的节点举办各类线下快闪勾当，吸引粉丝探店寻宝及打卡，连结线上分享流量；

另外一方面，为了填补其缺乏故事的短板，于线上连结动画短片、场景小游戏、勾当分享等各类内容输出，于维系线上流量的同时，加强粉丝社群黏性。仅官方社交渠道的暴光量，年均增幅跨越50%。全世界粉丝于脸书上自建群组数目到达127个。

案例2：MGA文娱

及Squishmallows近似，MGA文娱的L.O.L.欣喜娃娃也是经由过程收集开箱种草视频得到流量而爆红，并且速率更为惊人。

2016年首度面市，2017年已经成热销品牌，2018年得到美国玩具年夜奖TOTY的必定并持续三年获奖。

于网感优异的老板Isaac Larian的领导下，L.O.L.欣喜娃娃从品牌创建到开启授权的时间很是短，险些从确认产物热卖的2017年最先结构全世界授权。

一样是依托富厚、百变但特色光鲜的产物形象对于外授权，其实不断连续开发新形象及举办勾当、创作动画及游戏连结粉丝互动率，L.O.L.欣喜娃娃的授权模式好像及Squishmallows没有甚么差别。本文之以是将其作为零丁的案例会商，是L.O.L.欣喜娃娃授权模式的可复制性。

▐ 新品牌授权。欣喜娃娃授权模式乐成后，其母公司MGA文娱便以此为模板，将其运用于后续的新创品牌上。

据MGA文娱全世界授权高级副总裁Mindy Puente-Escalera先容，公司于推出新品牌后，一旦于发卖范畴得到市场承认便开启授权，将品牌跨界引入非焦点品类。如许做一方面可和时地充实使用发卖热度提高授权乐成率，另外一方面也使用授权产物扩展品牌影响力及知名度，反哺焦点品类的发卖，得到共赢。

今朝，MGA文娱已经经将这套模式乐成应用到旗下新创玩具品牌彩虹高中娃娃（Rainbow High）及迷你宇宙工坊（Miniverse）身上。

▐ 经典品牌激活。除了了新品牌外，MGA文娱还有将授权模式应用到现有的经典品牌身上，如贝兹娃娃及小泰克。

这些品牌的上风于在知名度比新品牌高，其要害点于在捉住品牌焦点调性的同时，按照已经经发展的粉丝爱好举行调解。

以小泰克为例，MGA文娱从户外玩具这个品牌的焦点品类中提炼出敢于举行户外摸索的品牌调性，联合市场当下游行的奇幻内容，推出小泰克代表产物Cozy Coupe小汽车勇闯奇幻魔域的动画故事，乐成打开品牌授权。

一度寂静14年的贝兹娃娃，也经由过程契合品牌内核的“时尚酷Girl”这个桥梁，联袂网红模特金小妹打开了时尚范畴授权。

∆贝兹（Bratz）娃娃授权化妆品，出自学生党青睐的“快美妆”品牌ColourPop

案例3：绘儿乐

假如说上述两个品牌都沾了有现成产物形象的光，没有详细产物形象的玩具品牌又怎样操作呢？绘儿乐的案例或许能给出谜底。

品牌方提炼出蜡笔经典品牌包装、富厚色采及创意这三个从详细慢慢到抽象的元素举行阐扬。

好比授权美妆产物，就应用到绘儿乐经典的蜡笔品牌包装，从绘儿乐已经有的色盘中选色搭配，将个性美妆作为宣传重点，表现绘儿乐的元素。

又好比及玩具其他品类互助，也是应用了经典蜡笔包装、多彩用色及个性创意的弄法。

于粉丝互动方面，品牌方则凸起了创意创造元素，出力打造实景文娱体验。今朝，绘儿乐于美国已经授权开设5个实景文娱景点（Crayola Experience）并追求更多授权互助，将这个项目扩大到海外。

∆绘儿乐体验中央一角

来历：《中外玩具制造》杂志

编译：陈夕

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