第38届国际玩具和潮玩（深圳）博览会

2026年4月9-11日 深圳国际会展中央（宝安区）

4月8-10日，第36届国际玩具和教诲产物（深圳）博览会、第15届国际童车和母婴童用品（深圳）博览会及2024国际授权和衍生品（深圳）博览会（统称“深圳玩具展”）于深圳国际会展中央乐成举办。作为本年中海内地举办的首个年夜型专业玩具展，本届深圳玩具展不仅是厂商沟通交流、洽谈互助的主要平台，更是洞悉行业潮水趋向的主要窗口。展会的乐成举办，使患上厂商受益不浅，更为行业前行成长注入新活气。

回首

新品多 不雅众专 效果好

沉淀36年，深圳玩具展早已经成为行业同仁每一年城市到场的嘉会。回首本届展会，咱们可以从新品、不雅众、效果三方面切入。

▌深圳玩具展在4月举办，恰是玩具企业春天推新品的时间，于是表态展会的新品不可胜数。这傍边包括许多很是优异的产物，好比澳捷尔的原创与授权毛绒玩具、潮昇动漫的各种IP授权主题系列、华达威得到CLAAS授权的农用车模系列、亮片独角兽的熊猫主题系列等。但本年，最使人惊奇的是许多企业带着“非完制品”产物前来参展。好比森宝积木的封神主题机甲积木、藏道的“焚冠者”“无穷帝闪”“贪吃”等机甲模子、世纪情谊的潮玩奶龙积木盲盒及山海经授权积木机甲系列、圆野的王者荣耀1:9拼装系列等产物以灰模状况展示；还有有部门企业的夏日戏水遥控玩具、女孩DIY玩具、毛绒玩具等也都处在配件还没有完美或者版权方审核还没有彻底经由过程的状况。

谈和带这些“非完制品”前来参展的缘故原由，企业遍及暗示，由于展会时期，会有许多新老客户过来，是企业集中向客户展示新品的好时机。虽然有些产物暂时没有量产或者者年夜货，但最少可让客户知道企业始终于不停立异研发，而且相识到企业产物立异的标的目的、接下来的推新规划等。同时，于展会表态也能提早对于产物举行宣传暴光。

▌从中外玩具全媒体中央记者于现场采访的环境看，参展商不仅实现了“借助展会暴光产物”的欲望，并且接触到许多专业不雅众，甚至现场接到定单。嫩芽教具主营木制益智玩具，内销重点拓展教诲渠道，外销以跨境电商为主。据卖力人杨师长教师先容说，他们展会时期接触到挺多各类跨境电商平台的客户，跟他们的需求正好对于口。还有有世纪情谊此前推出的奶龙积木盲盒销量尤其好，后续新品还没有正式上市就遭到了泛博客户的存眷，并于展会现场接到了新老客户的意向金等。

潮水

讲产物故事 拓营销路径

深圳玩具展被誉为“中国玩具市场风向标”，由于行业同仁可以经由过程展会的展品、同期勾当等洞悉行业正于风行或者行将风行的趋向，进而和时适应/掌握潮水。本届展会云集数以十万计的展品，也凸显了些许值患上行业存眷的潮水趋向，好比要晓得故事对于产物的主要性；营销要勇于测验考试各类情势，同时连结审慎与可连续性等。

▌学会讲故事。本年的展会上，企业针对于产物的立异无处不于，好比积木企业于小颗粒以外，推出微颗粒、迷你颗粒的积木产物，以确保产物外不雅出现更精美；毛绒玩具企业深挖产物功效性，打造抱枕、颈枕、违包、卡包、手套、棉拖鞋等实用型产物。最年夜的变化是愈来愈多的企业学会了付与产物故事。

方式之一是与IP联合。好比本届展会现场，未和积木带来的“甄嬛传”主题场景积木复刻了电视剧的经典场景，该场景发生的剧情情节就是积木蕴含、通报的故事内容。其他IP授权产物提到的“利用IP动画原声”“还有原IP外不雅造型、习气特色”等也都是将IP的故事转接到产物上，使患上产物具备故事性。

方式之二是构想、讲述故事。好比哈一代旗下品牌吾独占偶推出的本旨、狼行者主题玩偶产物，拥有名为《荒原传奇》的故事——本旨与狼行者的荒原传奇组合，意味着自傲自力、潇洒从容的精力，寄意顺从自我，自力向上，敢于冒险及摸索，而且享受自由及欢愉。

亮片独角兽于品牌故事中提到，曾经经有北京的妈妈接洽他们，但愿可以或许寄一只亮片独角兽给她，以实现对于女儿的承诺，由于拥有一只blingbling的独角兽于身旁是有些孤傲畏生的女孩独一许过的心愿。这件事打动了品牌，使其坚定了设计更多立异产物的刻意。

▌拓宽营销路径。本年展会时期，很是惊动行业的工作之一一定是奇奥积木官宣乐坛天王周杰伦为品牌代言人。约请代言人于其他行业很是遍及，但于玩具行业还有比力少，特别是互助对于象还有是顶流巨星，于是奇奥积木此番行为引起了行业的广泛存眷。这一互助看似斗胆，但从其他行业的乐成案例来看，与品牌调性相契合的代言人，不仅可以或许动员品牌产物的销量，更可以宣传品牌，使患上更多不存眷玩具或者不认识品牌的消费者，熟悉品牌、相识品牌、成为品牌用户。

开启代言人互助模式只是企业拓宽营销路径的体现之一。挪动互联网时代，企业的营销会追随市场趋向的变化而转变。好比社交平台火爆，盘踞了更多消费者的空余时间，是以企业和时转向短视频、直播等营销模式。本届展会现场，多个展商将展位“变身”直播间，向不雅众/消费者先容自家产物特点，甚至推出展会勾当价。这类情势不仅经由过程社交平台宣传品牌、发卖产物，也吸引了多量专业不雅众堆积，由于主播们对于产物的解说很是具体并且有趣。

别的，趣巢玩具、世纪情谊等企业也提到，他们会与抖音、小红书等社交平台的达人、博主互助，让他们体验、试玩产物，尔后发布相干视频、条记，从而到达宣传产物、品牌的目的。值患上留意的是，企业其实不会决心寻求与头部达人互助，而是会选择中腰部达人、平凡素人博主，由于这类情势的推广用度不会太多，可连续性较高。

深圳玩具展凸显的潮水远不止这些，更多产物、市场的成长趋向，以和企业的动态请存眷《中外玩具制造》杂志2024年5月号。

再次感激泛博参展商及不雅众对于本次展会的鼎力大举撑持，让咱们相约来岁再见！

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CONNECT:[ UseTime:0.006731s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004693s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004132s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004514s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003989s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004020s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004372s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.003887s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.023048s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003898s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004278s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003948s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003903s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003891s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003940s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003951s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003973s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003933s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003866s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003955s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003842s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003932s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003791s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003951s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004388s ]SELECT * FROM `ta_article` WHERE `id` = 342 LIMIT 1 [ RunTime:0.006098s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003921s 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`id` = 17 LIMIT 1 [ RunTime:0.003846s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003864s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 18 ORDER BY `sort` DESC [ RunTime:0.004330s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003840s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003842s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003821s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003855s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003814s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003833s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003829s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 19 ORDER BY `sort` DESC [ RunTime:0.004343s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003849s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003817s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003879s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 20 ORDER BY `sort` DESC [ RunTime:0.004334s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003860s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003815s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003939s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003931s ]-必一运动官网