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）

经济形势不乐不雅环境下，全世界玩具市场四年夜品类产物逆势增加！

发布日期：2024-02-20 15:17:54

弁言

尽人皆知，2023年的经济形势其实不乐不雅，但积木、毛绒、集换卡牌、玩具车这四年夜品类却顶住了压力，持续四年得到了正增加。

▍来历：中外玩具网（ctoy-gdta） 文/编纂：Jane/Salas

01看似涨了却没涨日前，国际数据查询拜访公司Circana发布了全世界12国（美、加、英、德、法、意、西、荷、澳、比、墨、巴）2023年整年的玩具发卖额数据，同比2022年降落了7%，但与2019年比拟，则增加了17%。需要留意的是，后者的年夜幅增加是由涨价带来的。

Circana的数据显示，2023年全世界玩具的平均售价同比2022年仅增加1%，但与2019年比拟，则年夜幅上涨18%。因而可知，2023年的玩具销量同比2022年有较着回落，而与2019年比拟的平均售价涨幅及发卖额涨幅是险些持平的。而这个征象，于美国市场尤为较着（点击回首：美国市场十年夜热销玩具品牌）。

图片来历：千图网

02

扛住的只有如下四类

于Circana追踪的种别中，只有4个种别扛住了去年严重的经济形势，得到了增加，而且是持续4年连结正增加势头。它们别离是：

▌积木（+4%）。虽然截至记者交稿时，乐高2023年报还没有公然，但从其半年报可知，当美泰、孩之宝等巨头都还有于吃亏泥潭中挣扎的时辰，乐高仅仅只是“发卖增幅年夜幅放缓”，证实其抗跌能力很强。Circana的发卖跟踪数据显示，乐高积木均是列国积木种别的榜单榜首，区分只是详细的产物系列差别。此中，值患上留意的是，乐高Icons成为全世界12国涨幅最年夜的品牌。该系列在2022年5月推出，重要面向18+以上群体。最近几年热销的花植、星战、哈利波特主题套装等即是属在这个系列。该系列更是横扫了美、加、欧洲列国的积木热销榜，同时也反应了2023年“年夜童”强盛的玩具消吃力。

乐高Icons近日推出的新品▌毛绒（+3%）。从疫情最先，毛绒就因其治愈功效而备受追捧。而来自Jazwares的Squishmallows更是依附其多样的尺寸、包含万象的主题及造型，以和深谙流量暗码的TikTok探店寻宝营销、网络弄法、热点IP联名更是火上加火。于2023年，Squishmallows成为美、加两国最热卖玩具，欧洲最热卖毛绒，更是持续3年拿下美国玩具“奥斯卡”的年度年夜奖。此外，还有有创意弄法满分的年夜变毛绒喷鼻味烤箱（CookeezMakery），精准掌握念旧复旧潮的菲比、哈利波特系列，走“抓心先抓胃”曲线计谋的零食萌宠（Snackles）等等多款热销产物百花齐放。以是毛绒能持续4年得到正增加长短常正常的。

▌玩具车。美泰的风火轮1:64玩具车堪称独领风流。Circana的数据显示，该比例的风火轮玩具车别离是全世界12国、巴西及墨西哥两国玩具发卖总榜上最热卖的玩具单品，同时也是美、加两国玩具车类目的榜首。美泰2023整年的财报也显示，于2023年第四序度及整年，风火轮的账面总收入别离同比增加19%及14%，整年账面收入6.9亿美元。同时，该品牌还有持续6年发卖破纪录。而风火轮的衍活泼画剧集《Hot Wheels Let’s Race》行将在3月于流媒体奈飞首播，估计又将迎来一波热度。

风火轮动画预报海报

▌集换卡牌。集换卡牌于2023年无疑是黑马品类。热度头牌宝可梦卡牌自没必要说，从2023年头一张罕见的皮卡丘卡拍出惊人的1.95万英镑最先，热搜不停。新片、新游戏、全世界赛事的动静不停传来，并于2023年9月推出中文简体版，最先进军中国市场。还有有黑马新品《迪士尼：洛卡纳》（Disney Lorcana），官宣发售即引起抢购热潮。按照知名于线集换式卡牌市场TCGplayer数据，于2023年12月，《迪士尼：洛卡纳》的差别套装卡牌险些霸榜；万代同样成立卡牌事业部，携“帆海王”发力集换卡牌范畴。集换卡牌成为万代开拓海外市场的主要品类之一。面临新敌手的突起，《万智牌》《游戏王》等老牌也不甘示弱，纷纷经由过程新IP互助、罕见保藏版来巩固“土地”。

《迪士尼：洛卡纳》卡牌

关在2023年的玩具发卖环境，Circana全世界玩具行业参谋Frédérique Tutt指出：2023年的通货膨胀率到达几十年来的最高程度，同时很多国度的出生率却处在低位，全世界玩具行业面对的挑战无疑是巨年夜的。很多地域的消费者不能不做出艰巨的衡量，削减于玩具及游戏产物上的支出。跟着2024年经济状态的改善，玩具行业应该会有一些喘气时机，不变发卖。

▍来历：中外玩具网（ctoy-gdta） 文/编纂：Jane/Salas

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CONNECT:[ UseTime:0.007260s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.005081s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004467s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004885s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004311s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004380s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004763s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.004559s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004792s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004239s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004727s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004274s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004331s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004297s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004285s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004254s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004436s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004257s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004230s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004352s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004256s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004290s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.004197s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004384s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004927s ]SELECT * FROM `ta_article` WHERE `id` = 269 LIMIT 1 [ RunTime:0.006825s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004330s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004339s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004683s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004234s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004241s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004332s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004288s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004373s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004240s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.004317s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004221s ]SELECT `id` FROM `ta_cate` WHERE `module_id` = 19 [ RunTime:0.004310s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004308s ]SELECT * FROM `ta_field` WHERE `module_id` = 6 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004327s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004273s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004302s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 6 LIMIT 1 [ RunTime:0.004318s ]SHOW FULL COLUMNS FROM `ta_users_type` [ RunTime:0.004675s ]SELECT `id`,`name` FROM `ta_users_type` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004250s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '1' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004241s ]UPDATE `ta_article` SET `hits` = `hits` + 1 WHERE `id` = 269 [ RunTime:0.008550s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 21 LIMIT 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