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）

弁言当下，市场潮水更新极快。今天无人问津的产物，明天可能就会成为“顶流”；热度正高的产物，也可能一晚上滞销。企业要想正确掌握市场动向，就需要存眷一线市场的变化。详细到玩具行业，终端渠道即是厂商洞悉市场潮水很是主要的窗口。本年春节时期，中外玩具全媒体中央记者走访广州市北京路、时尚河汉、正佳广场等热点贸易区发明，这些处所开设的玩具店以潮玩店、潮水百货店占多数。透过这些门店内陈设产物的环境，可以窥见潮水玩具于立异标的目的、产物变化、亮眼品类三方面的新动态。

立异标的目的打破通例学会玩梗

走访终端渠道的历程，也是可以或许直不雅地感触感染到中国玩企/设计师创造力的历程。特别是面临当前竞争很是激烈的市场，那些冲破通例、斗胆立异的产物总能让人面前一亮。

盲盒是最遍及的潮玩产物，竞争也最激烈。为了不同凡响，潮玩品牌们摸索将盲盒内的产物从塑胶公仔扩充到积木、娃娃、毛绒等品类，尺寸从5cm以上调解到3cm如下；外包装盒从纸盒变动为袋装等。当前，迷你潮玩已经经进入了各年夜潮玩渠道。

迷你潮玩成潮玩店亮点

此次走访市场，TOP TOY发卖的“小方的烘焙一样平常”系列盲盒尤其激发记者的存眷。该系列的非凡的地方于在，经由过程盲盒构建了一家面包店的场景：门口有充气气模小方充任门面；卖力搬运新鲜出炉面包的黑小方店员，盘中的新面包小小方一个抱着奶瓶、一个于襁褓中；试吃托盘叠着三块面包，阁下还有有牙签；烤箱中，调皮小方正躲于内里；后厨，小方正拿着擀面杖擀本身等等。经由过程这些贴合现实设计的盲盒，恍如看到了一家面包店繁忙的情形。并且该系列盲盒的包装也是采用的面包形态。

“小方的烘焙一样平常”系列盲盒

互联网时代，收集风行语不停呈现，年青人也都喜欢玩梗，这也是立异的标的目的之一。如春节前，哈尔滨爆火，“南边小马铃薯”成为了收集热词，敏锐的商家马上嗅到商机，推出了同名挂件，并马上激发抢购。

试想一下，假如将西红柿、胡萝卜、玉米、梨、蘑菇、芦笋等建造成玩具会是甚么样子？夏颜的礼品-蔬果系列挂件即是以蔬菜、生果、酱料等为主题打造的布玩具，每一款产物都有差别的心情。门店陈设时，还有将产物的热门与收集风行语“你佳肴”联合，打出了“你好，菜”的宣传语。

夏颜的礼品-蔬果系列挂件

产物变化二次元周边占比增长

虽然IP的类型很是多，但要说到粉丝采办力还有患上是二次元IP。跟着二次元用户群体的扩展，逐渐形成为了网络二次元IP周边衍生品的圈子，即谷圈；而二次元周边产物也被称为谷子（Goods），包括吧唧（徽章）、玩偶、立牌、钥匙扣、明信片等。

从以往的走访来看，潮玩渠道发卖的二次元周边产物可能是手办、可感人偶、BJD娃娃、棉花娃娃等玩具属性较强的产物。而此刻，潮玩渠道不仅最先发卖谷子涵盖的各种产物，并且还有都陈设于进口处的显著位置，或者者斥地专区发卖这种型产物。

潮玩店发卖的二次元周边产物

经由过程这些于售的二次元周边产物，也能够相识此刻年青人喜爱的IP类型，如游戏类IP“原神”“元梦之星”等；动漫IP“韶光代办署理人”“排球少年”“蓝色牢狱”“文豪野犬”等；虚拟歌手IP“初音将来”“KAITO”等。总体特色就是“俊男美男”“十分养眼”。

二次元周边产物IP属性凸起

亮眼品类毛绒玩具愈加剧要

根据行业的分类，毛绒玩具更多地是被划到传统儿童玩具领域。即即是潮玩的观点领域扩展了，行业好像也很少将眼光聚焦到该品类。实在，毛绒玩具最近几年于潮玩市场盘踞主要位置，如“玲娜贝儿”“星黛露”“草莓熊”等热点IP被抢购的都是毛绒玩具。

于潮玩渠道，进口处的堆头陈设也总少不了毛绒玩具。如酷乐潮玩契合“龙”年主题，设立“龙年年夜吉”专区，调集了“我的爸爸是条龙”“生果动物园”等IP衍生毛绒玩具；适应“卡皮巴拉”热潮，打造的原创IP“豚豚崽”衍生玩具中，毛绒玩具不仅是主要品类，并且被陈设于显著位置等。

毛绒玩具是潮玩店受器重品类

名创优品最近几年热中与各年夜IP开展联名勾当，并于门店显著位置设置相干IP周边产物专区。近期，该品牌互助的IP是迪士尼旗下的“奇奇及蒂蒂”，于是走到任何一家名创优品门店进口处，城市一眼就看到陈设的“奇奇及蒂蒂”周边产物，此中毛绒玩具最为显眼。

之前，毛绒玩具具备较强的季候属性，凡是是秋冬时节进入热销期，春夏则为淡季。如今，由于具有潮水属性，毛绒玩具淡季劣势已经经被淡化了，只要是凸显热点潮水或者IP的产物，于任何季候都可以或许发卖。

潮玩店发卖的“奶龙”毛绒挂件

总体来看，不管是潮水玩具还有有儿童玩具，潮玩渠道发卖的产物必然要够“潮”。这类潮可所以与热点IP、热门事务联合，也能够是与年青人之间风行的文化因素联合，还有可所以独辟蹊径、不同凡响，给人新鲜的觉得。

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CONNECT:[ UseTime:0.007666s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.005169s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004659s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.005105s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004603s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004738s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.005071s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.004566s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.005416s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004514s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004975s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004577s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004588s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004624s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004597s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004643s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004584s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004559s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004467s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004627s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004543s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004635s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.004519s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004555s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.005045s ]SELECT * FROM `ta_article` WHERE `id` = 279 LIMIT 1 [ RunTime:0.007145s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004568s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004627s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004911s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004510s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004522s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004588s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004593s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004610s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004506s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.004525s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004467s ]SELECT `id` FROM `ta_cate` WHERE `module_id` = 19 [ RunTime:0.004496s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004556s ]SELECT * FROM `ta_field` WHERE `module_id` = 6 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004562s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004593s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004502s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 6 LIMIT 1 [ RunTime:0.004621s ]SHOW FULL COLUMNS FROM `ta_users_type` [ RunTime:0.004845s ]SELECT `id`,`name` FROM `ta_users_type` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004535s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '1' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004508s ]UPDATE `ta_article` SET `hits` = `hits` + 1 WHERE `id` = 279 [ RunTime:0.016823s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004565s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004645s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.004615s ]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:0.005000s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004581s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004527s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004517s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004679s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004937s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004529s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004595s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004500s ]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:0.004947s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004482s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004561s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004584s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004516s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004521s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004524s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004583s ]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:0.005003s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004601s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004535s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004581s ]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:0.004906s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004528s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004822s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004609s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004521s ]-必一运动官网