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）

从DIMOO联名款盲盒被疯抢到可达鸭音乐盒爆火，再到各年夜餐饮品牌儿童节联名玩具登上热搜，餐饮企业俨然成为了爆款玩具“制造机”。泛博网友也戏称“餐饮企业都是隐蔽的玩具年夜佬”“快餐企业上辈子都是玩具爆款店”等。

据相识，餐饮企业都有推出联名玩具的惯例，且拔取的都是知名IP，产物设计也不输专业玩具企业。之以是最近几年可以或许几次造出爆款，重要是患上益在营销方式多样化。

选择有话题知名度的IP

餐饮企业推出的玩具绝年夜大都都是联名款，而联名两边的目的就是借助对于方的影响力，扩展自家品牌的知名度。是以，餐饮企业选择互助的要末是知名度极高、拥有较多粉丝群体的IP，要末就是契合热门、有话题的。

2023年4月21日，麦当劳中国与万代南梦宫（上海）文娱有限公司公布推出联名互助产物。本次联名互助，两边拔取的都是相互的代表产物——麦当劳确当家产物巨无霸汉堡、高达系列最具知名度的型号RX-78-2高达，互助内容包括推出限量高达实体卡牌、RX-78-2高达（巨无霸配色）限制模子、互助主题包装、高达主题餐厅等。

高达主题餐厅（图源麦当劳微博）

麦当劳互助的年夜牌IP不止高达。仅去年前8个月，麦当劳就与迪士尼、美泰、华纳兄弟、三丽鸥、漫威、DC等企业互助，推出了迪士尼经典IP系列、“芭比”“风火轮”“猫及老鼠”“星河护卫队3”“HelloKitty”等主题玩具。

图源麦当劳微博

作为“老敌手”，肯德基于打造联名玩具方面一样经验富厚。“Hello Kitty”“年夜耳狗”“库洛米”“姆明一族”“奥特曼”“宝可梦”“小黄人”“海绵宝宝”“甜甜私房猫”“哆啦A梦”“小猪佩奇”等IP都与肯德基有互助。同时，肯德基还有长于抓热门，推出契合年青人爱好、需求的玩具，好比宠物玩具。

2023年6 月， 肯德基与宠物糊口方式品牌未卡（VETRESKA）互助，推出了“溜了溜了炸鸡宠物玩具”“往返拉扯蛋挞宠物玩具”“说摆就摆薯条电动宠物玩具”3款联名玩具。该系列玩具契合的是当下于年青人中间盛行的“养宠热”。

图源肯德基微博

这其实不是肯德基第一次推出宠物玩具。2022年下半年，肯德基与宠物品牌zeze开展了两次联名互助，别离推出了“木天蓼玉米棒外形玩具”“脆皮鸡腿外形抓柱猫窝”“蹦蹦鸡电动宠物玩具”“墩墩鸡宠物抱抱窝”等产物，俘获了一多量“养宠”年青人的心。

图源肯德基微博

玩具设计凸显创意意见意义

餐饮企业推出的联名玩具可以或许屡屡被消费者抢购，除了了IP加持外，还有于在产物的外不雅、弄法等设计有创意，让人感觉好玩。

肯德基与“哆啦A梦”推出过浩繁联名产物，此中的奇设法宝系列以创意弄法著称，深受巨细伴侣的喜爱。

奇设法宝系列共有4款产物，每一一款都具备两重弄法，如哆啦A梦吸尘器款不仅能模仿吸尘弄法，还有能真实吸回形针；哆啦A梦洗衣机可以模仿滚筒洗衣机，机身还有能收纳胶带；哆啦A梦吐司机是兼具烤面包、盖印弄法；哆啦A梦魔术冰箱能让孩子“变魔术”，也能变身便签夹。

肯德基推出的哆啦A梦吸尘器玩具（图源肯德基微博）

与“姆明一族”联名的产物，也充实表现了肯德基玩具的创意设计。垂钓达人姆明变身“鱼形压花器”，可以或许压出一个个小鱼状的花纸；亚美变身欣喜盒子，为消费者带来欣喜，并可作为便签夹利用；哥妮成为了夜光女孩，具备小夜灯的作用。

图源肯德基微博

与肯德基同属百胜中国的必胜客也推出过许多成心思的玩具。以去年与北京举世度假区互助的玩具来看，每一款产物都将IP形象与度假区相联合，如小黄人乐土漩漩车是缩小版的小黄人乐土·超萌漩旋涡游乐举措措施、功夫熊猫八音盒取材自功夫熊猫·盖世之地、侏罗纪世界小夜灯设计为侏罗纪世界努布拉岛情势，以和好莱坞主题的蓝牙音箱。

必胜客✕北京举世度假区限量周边（图源必胜客中国）

麦当劳最近几年推出的联名玩具以手办类占多数，但一样可以或许做出创意。2023年年头，为庆祝华纳兄弟建立100周年，麦当劳推出了华纳兄弟100周年数念脚色玩具。该系列玩具是拔取华纳兄弟旗下知名IP建造而成，统共12款。产物设计方面，头为圆柱状，身体、腿、脚为方块状；最主要的是让“一款玩具备两张脸”，好比蝙蝠侠及星火、超人及汤姆猫、神奇女侠及弗莱德、闪电侠及怪兽、超等奼女及木乃伊等。12款玩具总计交融了24个经典脚色。

麦当劳推出华纳兄弟100周年数念脚色玩具（图源麦当劳微博）

联合多种推广发卖方式

餐饮企业打造玩具的汗青由来已经久，之以是最近几年频出爆款，得到超高存眷度，重要是基在多种推广发卖方式的联合。

▐ 起首是饥饿营销。“数目有限，送完为止”，这是餐饮企业每一次推出联名玩具时城市注明的一句话，申明联名款的产物是限量发放。以去年餐饮企业发布的联名款来看，必胜客与宝可梦联名玩具共4款，天下限量35.63万个；肯德基儿童节推出的三丽鸥系列玩具天下限量283万个、“蛋黄哥”手提箱限量13万个；麦当劳与高达联名款产物限量5万套。并且这些玩具并不是平均投放到每一家门店，仅于部门门店发卖。

▐ 其次是随机发卖、盲盒营销。餐饮企业的联名玩具绝年夜大都都是搭配食物套餐发卖的，消费者要采办套餐才有时机得到玩具。餐饮企业每一次推出的联名玩具不止1款，而每一个套餐仅能随机得到1款玩具，这象征着消费者要拿到本身喜欢的玩具或者者网络齐备套联名玩具，需要反复采办屡次套餐。再加之最近几年鼓起的盲盒弄法，消费者需要支付更多款项才可能得到本身想要的玩具。

限量、限地域发卖的产物具备稀缺性，随机、盲盒等弄法又加年夜了消费者反复采办的概率，两个因素叠加终极激发的即是抢购热潮。而抢购又极易引起存眷、带来话题，好比消费者为抢购肯德基与DIMOO联名款，找人代购、代吃，不止使患上公共存眷到联名玩具，同时激发了从代吃举动到华侈食品等多方面的争议。只管争议是带有负面性的，但得到的存眷也是史无前例的。

▐ 此外，收集新媒体的成长也鞭策着联名玩具的走红。这傍边有网友自觉流传动员存眷的，好比肯德基可达鸭音乐盒的走红离不开短视频平台上彀友拍摄的弄笑视频；也有品牌方自动宣传的，好比知名博主会提早收到品牌方寄过来的玩具，举行开箱测评等。

来历：《中外玩具制造》杂志

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CONNECT:[ UseTime:0.006755s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004672s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004112s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004497s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004005s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004089s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004358s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.003933s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004367s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003936s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004337s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004055s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003969s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003980s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003939s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003978s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003981s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003898s ]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:0.004074s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004014s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004025s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003911s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004007s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004492s ]SELECT * FROM `ta_article` WHERE `id` = 261 LIMIT 1 [ RunTime:0.004270s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004010s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003983s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004601s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.005385s ]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:0.004164s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004015s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003973s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003923s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.003895s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003941s 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1 [ RunTime:0.003953s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004026s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.003976s ]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:0.004497s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003979s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003978s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003951s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003965s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003942s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003976s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003920s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003893s ]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:0.004583s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004018s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003948s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004011s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003961s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003973s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003938s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003915s ]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:0.004474s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003922s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003926s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003930s ]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:0.004410s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003942s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003982s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003981s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003979s ]-必一运动官网