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）

11月11日晚，被称为“史上最永劫间线”的2024“双11购物狂欢节”（下称“双11”）正式落下帷幕。本年，各年夜电商平台依旧没有发布总的成交额，但却几次发布各个品类的成交“战报”，而玩具潮玩亦是此中主要品类。中外玩具网综合天猫、京东发布的榜单以和对于抖音平台的监测发明：只管本年行业都反馈市场行情比力低迷，但年夜促时期仍有多个玩具潮玩品牌的发卖体现凸起，给行业带来了些许决定信念。

淘宝/天猫多个品牌年夜卖

本年，天猫/淘宝“双11”自10月14日晚开启首轮预售，以后颠末争先购、第二轮预售、现货发售等环节，一直连续到11月11日晚竣事。时期，平台发布了多个玩具潮玩相干榜单以和发卖数据。

起首是10月21—24日的天猫争先购榜单。“天猫双11争先购”儿童玩具店肆发卖榜前20名，包括贝易、乐高、jELLYCAT、宝宝巴士、babycare、cooghi酷骑、babaygo、巧虎、小彼恩、hape、弥鹿、montresor萌兽、曼龙、lunastory、nabiis、乐乐鱼、火火兔、babysoul、学而思、迪卡侬儿童。总体来看，儿童玩具热销可能是婴童用品、益智教诲、童车等品牌。

比拟之下，玩具潮玩店肆发卖前20名属性越发多样，包括游戏周边店肆如miHoYo、嫡方舟、原神、拳头游戏、暴雪；专业潮玩品牌店肆如泡泡玛特、寻觅独角兽、TNTSPACE、52TOYS、暗源；IP品牌店肆如吉伊卡哇、三丽鸥、迪士尼；潮玩综合类店肆如塑唐、bilibili；模子机甲/变形品牌万代、变形金刚；卡牌品牌卡游、智能呆板人品牌乐森、日本谷子专营店肆SHONENJUMPSHOP等。

天猫儿童玩具/玩具潮玩店肆发卖榜

其次是淘宝神店榜发布的“双11百年夜神店”。此中，潮玩玩家神店榜是玩乐主义旗舰店、动分布生IP神店榜是卡宝文创旗舰店、儿童益智玩具神店榜是mideer弥鹿旗舰店、热销IP玩具神店榜是布鲁可旗舰店、治愈毛绒玩具神店榜是TheGreenParty旗舰店、精选盲盒神店榜是寻觅独角兽旗舰店、宝宝满月礼神店榜是Kaichi凯驰旗舰店、女生心水礼品神店榜是TeddyTales旗舰店。

多个玩具潮玩品牌旗舰店被纳入淘宝神店榜

再有天猫发布了“年度玩具年夜赏”。玩乐主义黄油小熊业务日系列盲盒、乐高迈凯伦P1跑车、泡泡玛特THE MONSTERS慵懒瑜伽系列手办、森贝儿家族高朋犬宝宝、jELLYCAT生动茄子、原神脚色PV系列马口铁徽章、Chongker仿真柯基违包、宝宝巴士基础认知套餐、傲娇的老铁匠扑克推牌、问孺子荷/枯荷10款产物得到年夜奖。

两款天猫“年度玩具年夜赏”获奖产物

公然数据显示，本年天猫“双11”，米哈游、泡泡玛特、叠纸心意、jELLYCAT四个旗舰店成交额破亿元；宝宝巴士、代号鸢、酷骑、布鲁可、吉伊卡哇等70多个品牌成交破万万；森贝儿家族、寻觅独角兽、montresor萌兽、光与夜之恋、熊猫工场、softlife跨越千个品牌迎来高速增加。而淘宝玩具潮玩有跨越2.5万家新商揭示出强盛活气，新商成交金额同比增加跨越30%。

京东婴童早教品牌体现凸起

京东“双11”是于10月12日最先预热、10月14日正式启动，直到11月11日晚竣事。该平台最近几年于鼎力大举拓展玩具潮玩品类，于是也发布了相干产物的榜单，所有榜单统计时间均为10月14日晚到11月11日。

第一份战报是婴童玩具“双11”飞腾期战报。数据显示，京东“双11”全周期（10月14日0点）婴童玩具实现同比增加30%、成交定单数同比增加150%、下单用户数同比增加30%。此中，babycare、曼龙、贝易成交破万万元；迪士尼、欣格、卡游、奥迪双钻、英氏、澳贝母婴成交额破百万元。

京东婴童玩具品牌成交榜

品牌增速TOP10为贝易、mobee（小象莫贝）、Lunastory、GUND、卡游、英氏、迪漫奇、jollybaby、爸爸妈妈、贝初众。POP店肆成交榜包括曼龙、mobee（小象莫贝）、巧乐熊、森贝儿家族、活石、二次熊、盟石、babygo、Beityos、博士豚等旗舰店。

京东婴童玩具POP店肆成交榜

第二份战报是京东超市玩具乐器“双11”全周期战报，着重夸大平台自营产物的发卖环境，好比jELLYCAT巴塞罗那熊毛绒玩具成交破300万元、乐高积木法拉利42143跑车成交破亿元、布鲁可四代积木桌销量超2.5万套等。

同时，京东夸大四年夜潮水趋向动员营业增加。IP化动员潮玩同比增加189%、毛绒同比增加162%；礼赠化动员新生儿礼盒成交额同比增加150%、爬垫成交额同比增加40%；智能化动员智能早教成交额同比增加80%；国潮化动员国潮积木成交额同比增加50%。

京东超市玩具乐器爆品

第三份榜单是玩具乐器早教组“双11”全周期战报，包括两个热销品牌榜，其一是智能早教品牌榜，巧虎、凯叔讲故事、宝宝巴士、小彼恩、火火兔、PIYO PEN、斑马、学而思、计客、喜马拉雅10个品牌上榜；早教玩具品牌榜涵盖汇乐、贝初众、科学罐头、谷雨、伟易达、韶光学、雷朗、奥智嘉、乐乐鱼、梦多福10个品牌。

产物榜单则有实力热销榜，上榜产物为凯叔讲故事的0~3岁早教机、斑马思维机S0+S1套装、小彼恩毛毛虫点读笔双语进修套餐、学而思摩比思维机2~3岁套装、喜马拉雅kipper故事机、巧虎玩具绘本礼品2年版13-24月龄、科学罐头天文千里镜、乐创乐玩迪士尼多功效六面体。

京东玩具乐器早教组实力热销榜

王牌新品榜则包括火火兔智能早讲授习平板v十一、PIYO PEN小鸡球球经典认知小百科、计客益智桌游智能飞行棋、汇乐复读表达鸭、计客超等华容道Pro、小蝌蚪智能点读笔t六、睿思重力轨道球套装、铁牛年夜屏千里镜。

京东玩具乐器早教组王牌新品榜

抖音多个品牌发卖额达百万

中外玩具网按照对于抖音平台的监测，统计了“玩具/童车/益智/积木/模子”及“模玩/动漫/周边/娃圈/三坑/桌游”两年夜类的“双11”（10月18日—11月11日）品牌发卖榜。

“玩具/童车/益智/积木/模子”品牌发卖TOP20榜单，包括乐高、斑马、名校堂、贝易、拼酷、青葫芦、凤凰、凯叔讲故事、迪士尼、巧乐熊、贝琦童、淘嘟嘟、牛听听、慢葫芦、jollybaby、酷骑、纽奇、万威漫、巧虎、聪明宝盒。此中，排名前4位的品牌发卖额到达了万万元级别，其余16个品牌的发卖额均到达百万元以上。

于单品发卖额TOP10榜单中，名校堂的第7代（R7S-64G）儿童早教呆板人发卖额最高，到达了万万元级别；其余9款产物发卖额均于百万级别。发卖量方面则是1:5年夜摩托车（欧版定制）积木玩具C15C30至多，到达了4万多个；淘嘟嘟的赛车避障游戏机、名校堂的第7代（R7S-64G）儿童早教呆板人发卖量均到达3万多个；拼酷的十里红妆点翠凤冠3D立体拼图销量为1.3万多个；其余产物发卖量都是数千。

“模玩/动漫/周边/娃圈/三坑/桌游”品牌发卖TOP20榜单，包括泡泡玛特、卡游、TNTSPACE、崩坏天穹铁道、寻觅独角兽、bilibili、原神、阿玛莉莉丝、名创优品、LineFriends、暗源、小马宝莉、宝可梦、英雄同盟、三丽鸥、奥迪双钻、锦鲤拿趣、集卡社、乐森呆板人、52TOYS。

20个潮玩品牌的发卖额差距略年夜。第一位的泡泡玛特实现了发卖额过亿元，是榜单独一发卖额过亿元的品牌，产物发卖量到达了69万多；第二至第六名发卖额到达了万万元级别，其余14个品牌的发卖额则是百万元级别。

发卖额TOP10的单品，有6款来自泡泡玛特，其余4款别离来自崩坏星穹铁道、寻觅独角兽、TNTSPACE、TOYCITY。此中，排于前两位的产物发卖额冲破了万万元，残剩8款产物发卖额均为百万元级别。

从发卖量来看，价格稍低的MiKA的珍藏mini包包销量到达9万+，是这10款产物中销量至多的；FARMER BOB怪奇守护者系列搪胶毛绒挂件、THE MONSTERS-坐坐派对于搪胶毛绒盲盒、“崩坏：星穹铁道×水月雨”知更鸟蓝牙耳机定制联名周边礼盒、MEGA SPACE MOLLY 400% 三丽鸥家族系列盲盒手办4款产物的发卖量也都有上万；其余产物的销量则是从几百到数千不等。

注：表格按照抖音平台数据统计所患上，如与现实发卖数据不符，以现实数据为准

来历：中外玩具网

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