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）

MZ世代（指1981年至2010年出生的人）已经经成为此刻的消费主体。捉住他们的心，就等在捉住了乐成的钥匙。一只来自韩国的粉色小海狸赞萌露比（ZANMANG LOOPY），就经由过程为“打工人”代言，成为MZ世代表达真情实感的“收集嘴替”而成为IP界的新晋“顶流”。

精准洞察打工情面绪，化身嘴替走红

赞萌露比的原型是《小企鹅啵乐乐》动画片中的“露比”，该动画于韩国已经有20年的汗青，是韩国国平易近级的动画片。差别在以往靠动画片断剪辑火起来的动漫IP，赞萌露比经由过程一组专为其自力打造的心情包化身“打工人嘴替”出圈，于中国迅速走红。

赞萌露比心情包第二弹（图源ZANMANG LOOPY小红书）

“早上坏”“又周一了”“下床做奴了”“不想干”“烦死了”“先摸会鱼吧”等等文字，搭配上赞萌露比生成哑忍而克制的脸部心情，完善契合了现代打工人“想怨不克不及怨，敢怒不敢言”的精力状况。这类感情共识极年夜地鞭策了赞萌露比心情包的流传，也使患上愈来愈多人最先熟悉、相识甚至爱上赞萌露比，让这只粉色小可爱，火爆全网。

到底有多火？起首是于去年5月，赞萌露比与乐乐茶联名，第一次与泛博中国消费者于线下晤面。联名饮品上市当天，“乐乐茶 loopy”词条一举登上微博热搜第7位，门店定单暴增，短短几小时内备货便全数售罄。

赞萌露比与乐乐茶联名周边（图源乐乐茶LELECHA小红书）

今后，赞萌露比接连推出了10余款毛绒公仔，于名创优品、九木杂物社及The Green Party等年夜型卖场发卖，商品甫一上架就被一网打尽，排场相称火爆。

赞萌露比于名创优品售卖的毛绒

截至本年3月7日，小红书上有关赞萌露比（Loopy）的条记篇数已经经冲破70万+，其官方账号“ZANMANG LOOPY”从去年3月开通以来，今朝已经有47.8万粉丝，获赞与保藏到达178.2万；抖音话题#Loopy有约20亿次播放量。

邃密结构内容、营销及零售

赞萌露比的走红，虽有网友二创心情包的火上加油，但于其暗地里，更可能是IP方北京创丽文化流传有限公司（ICONIX）于内容运营、市场营销、零售结构上的邃密计划。

赞萌露比是从《小企鹅啵乐乐》中自力出来零丁运营的虚拟IP形象，经由过程对于其举行人格化的打造，好比，她会及各人一路“吃瓜”，到了周末，会喊话粉丝High起来……终极以心情包、创意小短片可视化的情势及勾当让消费者有介入感，能与品牌有情绪毗连，孕育发生情绪价值。

颠末上述“打工人”心情包的人气堆集，ICONIX将赞萌露比与MZ一代慎密锚定。经由过程对于网上已经经成型的“赞萌露比”粉丝群体举行阐发，ICONIX发明，MZ世代可以或许快速把握风行趋向，并可以或许自觉地于SNS平台举行相干内容的分享。使用这一特色，ICONIX将“赞萌露比”与MZ一代存眷的话题相联合，就可以为IP自己带来不容小觑的人气及流量。好比，她会紧跟潮水，给粉丝演出“科目三”、跳热点女团舞、上直播……MZ世代喜欢的事务，她都乐在介入。

热度有了，商品结构也要跟上。除了了感情属性满满的毛绒、PVC盲盒外，赞萌露比还有与奼女彩妆品牌皮可熊（Pink Bear）推出联名口红、唇釉、眼影等产物，与艾蓓拉（everbab）联名化妆东西，均收成了市场的存眷；对准“口腔美妆化“风潮，在年末及波普（BOP）联名口腔用品，也引起了市场的强烈回声。

赞萌露比与皮可熊联名商品（图源PinkBear皮可熊小红书）

于2024年，ICONIX将于中国3个一线都会开设线下快闪店，以春季为主题举行展陈空间设计及快闪限制产物设计，为消费者提供最新鲜的体验。线上方面，ICONIX将与运动APP“KEEP”举行互助，推出赞萌露比的运动挑战，揭示其康健生动的正面形象。此外，与全世界品牌和中国顶尖品牌结合推出的化妆品、美发用品、日用品等多种联名商品也将陆续公然。

看着《小企鹅啵乐乐》动画片长年夜的孩子们，此刻已经经发展为二十多岁的MZ世代。而他们所认识的小海狸Loopy也摇身一变，成了可以或许表达MZ世代实际感情的新IP，一举进入顶风行列。ICONIX将于进一步扩展赞萌露比IP营业的同时，开发其他可以及“赞萌露比”一路发展的IP。《小企鹅啵乐乐》动画片中的其他伴侣们也将开发成为以年青报酬重要受众的IP，更多韩国新IP也将于ICONIX的运作下，进入中国市场。

小企鹅啵乐乐及他的伴侣们

值患上一提的是，除了赞萌露比外，ICONIX还有有面向婴幼、儿童玩具范畴的啵乐乐、太友等韩国知名IP以和多种多样授权产物表态2024深圳国际授权展！

展前预报：ICONIX行将表态2024年4月8-10日深圳国际授权展（展位号：16D35），接待前来观光、洽谈互助。

来历：中外IP授权 深圳展（ID:licensingchina）

作者：Jane

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CONNECT:[ UseTime:0.006853s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.005001s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004111s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004383s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003961s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003995s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004358s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.003939s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004518s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003932s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004449s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004017s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003933s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003971s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003983s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003965s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003932s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003921s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003907s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003997s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.009163s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003997s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003906s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004010s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004503s ]SELECT * FROM `ta_article` WHERE `id` = 315 LIMIT 1 [ RunTime:0.004305s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004039s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003970s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004334s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003896s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003952s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003985s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.003959s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003935s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003873s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.003912s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003901s 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1 [ RunTime:0.003979s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003983s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.003908s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 17 ORDER BY `sort` DESC [ RunTime:0.004339s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003919s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004055s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003869s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003873s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003876s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003877s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE 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