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）

从产物发卖角度看，经济情况越低迷，授权产物越火热，这是由于更多的企业需要借助IP的影响力拉动产物发卖。授权玩具的上风也越发显著，由于IP的受众、粉丝会甘愿答应采办相干产物，以实现为爱氪金或者悦己的目的。

回首本年的玩具市场，玩企互助IP类型虽然更广，但脚色/文娱类占比至多；卡牌、谷子、积木人是厂商同一承认的市场热点品类；凸显立异、出现差异化的产物更受消费者接待。

热点IP：脚色文娱类占比年夜

海内玩企互助的IP触及许多类型，好比名人类， TOP TOY推出乐华文娱旗下艺人主题盲盒公仔；出书类，拼奇得到《小王子》授权推出积木系列；艺术类，VOX与画家Alireza Karimi Moghaddam互助，推出梵高系列拼图产物；企业/品牌类，车模、遥控车品牌互助的法拉利、疾驰、兰博基尼等便属在该类型IP。

但要说到玩企互助至多的IP，还有患上是脚色/文娱类。综合国际授权业协会的界定和海内授权市场的划分可知，脚色/文娱类IP涵盖影戏、动漫、电视剧、游戏、社交媒体、综艺、虚拟偶像、原创卡通形象等浩繁细分品类，是全世界授权市场占比最年夜的IP类型。本年以来，海内市场热点的IP也基本集中于该类型，特别以动漫、游戏占多数。

热捧品类：卡牌·谷子·积木人

本年甚么玩具好卖？玩具厂商对于这个问题的回覆无一破例都是：卡牌、谷子、积木人，而且夸大只是部门IP主题的好卖。

卡牌的热度已经经延续了好几年，此前销量曾经经一度下滑，但本年跟着“小马宝莉”卡牌爆火，该品类热度再度攀高。值患上存眷的是，本年聚焦卡牌的再也不只有玩具行业，还有有影视公司，好比阅文集团。该公司发布的2024年上半年财报显示，企业于陈诉期内发力保藏卡牌营业，实现了IP保藏卡牌GMV （商品生意业务总额）约1亿元人平易近币的成就。此中， “庆余年”系列卡牌于第二季电视剧未播出前GMV已经到达2000万元，销量位居剧集类保藏卡牌汗青第一。

∆终端器重卡牌，陈设于显眼位置

作为二次元周边衍生品，谷子与IP慎密相连，是本年整个授权市场最受存眷的品类。鉴在该品类的高热度，部门玩具企业也推出了吧唧、镭射票、立牌、挂件等谷子。综合渠道商及市场反馈来看，不是所有的谷子都好卖，而是只有热度极高、粉丝粘性强且对于谷子接管度高的IP主题谷子才好销。可是这种IP是有限的，当各个线上线下渠道都于发卖同IP、同类型谷子时，相互又没有了竞争上风。业界人士认为，当前谷子、谷子店都处在发作式增加期间，这可以或许鞭策该品类成熟、破圈，但市场也会迅速饱及，以后就会呈现热度下滑、门店倒闭、企业撤场等环境。

积木是玩具的长青品类，且最近几年的市场热度一直不错，几次有热销产物呈现。而积木人作为一种差别在乐高式积木的产物，一经推出就引爆市场，发卖最火爆的即是“奥特曼”主题的积木人。对于在积木人的爆热，行业遍及认为起首是IP加持，究竟其他IP的积木人发卖并无很是火爆；其次是产物契合了小精良、口袋玩具、低单价等玩具消费热门，哪怕是学生均可以用零费钱采办。

热销产物：彰显IP与立异上风

本年以来，市场热销的授权玩具备来自卡牌、积木人、谷子等热点品类的，好比“小马宝莉”卡牌、“奥特曼”积木人、“蓝色牢狱”“排球少年”等IP谷子；有受IP热度动员而发卖走高的，好比名创优品、52TOYS、玩乐主义等品牌推出的“线条小狗”盲盒；也有依附IP加持、立异设计/弄法而博得消费者接待的，好比泡泡玛特的CRYBABY与飞天小女警联名系列搪胶脸毛绒盲盒、52TOYS的蜡笔小新动感新糊口系列盲盒等。

囿在版面限定，没法将所有热销产物逐一出现，仅筛选如下4款，供读者鉴赏。

∆由实丰文化成长株式会社出品

∆由艾丽斯卡（深圳）商贸有限公司出品

∆由广州凌克文化流传有限公司出品

∆由惊讶及睿（广州）文化流传有限公司出品

来历：《中外玩具制造》杂志

作者：简兮

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