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

保藏玩具正于成为全世界存眷的潮水。线上保藏品市场Invaluable预计，2032年藏品玩具市场的价值估计将到达353亿美元；易不雅阐发猜测，2025年海内保藏玩具行业的市场范围将超1500亿元。

本年的中国香港玩具展初次于年夜童玩具展区设立全新的保藏玩具专区。日前，中外玩具全媒体中央采访了最近几年于中海内地、国际市场都较为活跃的three zero及52TOYS两个保藏玩具类品牌，相识了他们于产物研发、市场结构的方面经验。

▍来历：中外玩具网（ctoy-gdta） 文/视频：Iris

01产物研发为重中之重

比拟平凡的潮玩，保藏玩具更夸大产物的保藏属性、价值，且因为面临的消费者大都都是14岁以上，于是产物的设计、立异、品质等都尤为主要。保藏玩具品牌亦将产物研发放于焦点职位地方。

▌IP属性显著

险些所有的保藏玩具城市有IP属性，区分只于在IP是获取授权的，还有是原创的。

three zero是三零（中国香港）有限公司旗下原创玩具品牌，主营可感人偶、可动模子等强保藏属性的产物。4年前，中外玩具全媒体中央记者第一次熟悉three zero，其时品牌带来的“变形金刚”系列模子还有原度极高，很是吸睛。

three zero的变形金刚系列模子

“这几年，咱们一直于对峙做模子类产物，但营业成长很快。”公司首席履行官郭子聪先容说，2020年的时辰，公司重要互助“变形金刚”等美国IP，以后又拓展了“钢铁侠”“Robotech”（海内翻译为“太空营垒”）“特务过家家”“假面骑士”等美国、日本的IP。同时，公司还有增强了原创IP的研发。

“特务过家家”可感人偶（three zero微博）

作为海内知名的保藏玩具品牌，52TOYS打造的盲盒公仔、限制版年夜娃等产物大都都具备IP属性，如“罐头猪LuLu”“蜡笔小新”“猫及老鼠”“超活化”“Panda Roll”等，既有授权互助IP，也有原创IP。

除了了公仔、手办系列产物以外，52TOYS还有将IP与旗下的BEASTBOX（猛兽匣）变形机甲系列相联合。去年12月，52TOYS召开“猛兽匣内容生态发布会暨官方小说作者签约典礼”，公布BEASTBOX正式从专注在产物研发的1.0时代，迈入“玩具+IP”的2.0时代，最先构建以IP为焦点的生态圈层，并将缭绕“猛兽匣”陆续推出小说、漫画、动画、影戏等内容。会上，品牌还有与海内闻名科幻作家王诺诺签约，由她为“猛兽匣”IP创作长篇小说。

Panda Roll主题盲盒

▌多维度立异

立异纷歧定可以或许打造爆款产物，但可以或许成为爆款一定有其非凡的地方。three zero已往几年打造了两款比力有代表性的爆款产物。“其一是依托《变形金刚2》，推出了擎天柱、天火等模子产物。引起市场震撼的是，天火与擎天柱可以合体。其二是‘钢铁侠’主题模子。”郭子聪先容说，three zero推出的钢铁侠MK4三、MK44是可以合体的两款产物——钢铁侠MK44是反浩克装甲，可将钢铁侠MK43放入此中。

合体的天火及擎天柱（three zero微博）

以往，52TOYS的保藏玩具可能是以静态产物为主，此刻则推出了可动系列。“好比‘蜡笔小新’是各人很认识的IP。小新自己的性格带有点淘气，咱们就用发条玩具的情势，将小新的性格特色展示出来，出现他最有趣的一壁。这个系列一样是盲盒情势发卖。”52TOYS国际事业部总司理蔡明先容说，抽盲盒时，抽到喜欢的会很开心、没有抽到喜欢的会有点掉落，这是盲盒带来的情绪升沉。此刻年青人是比力喜欢有点刺激的觉得，采办盲盒也是享受这一弄法的历程。

思量到女孩子大都都比力喜欢较为梦幻的产物，52TOYS还有拔取了“冰雪奇缘”中安娜、艾莎等脚色小时辰的形象，联合水晶球的情势，推出冰雪奇缘系列水晶球，展示梦幻的觉得。据先容，这款产物作为礼物很受接待。

除了了形象方面的设计外，52TOYS的产物还有有工艺、附加属性等方面的立异，好比去年的爆款“草莓熊”系列盲盒。该系列盲盒公仔采用了植绒材质，摸起来手感很是好；草莓熊的眼睛利用了非凡材质，给人一种不管于任何角度，它都于盯着本身的觉得，带来些许互动性；产物还有带有淡淡的草莓喷鼻味。“咱们从视觉、嗅觉、触觉等方面，为消费者出现了纷歧样的草莓熊公仔。整个系列的产物于中海内地、东南亚市场都很受接待。”蔡明说。

爆款草莓熊系列盲盒

▌存眷变形弄法

保藏玩具由于价值比力高，许多时辰都是静态情势，但并不是不克不及动起来。前文提到的BEASTBOX就属在具备变形弄法的保藏玩具。据蔡明先容，变形玩具的设计的难度、繁杂水平是行业内比力高的，一家企业假如能打造变形玩具，代表着这家企业的开发实力很强。

“BEASTBOX系列产物设计的难度表现于要将所选动物主题酿成一个立方体，也就是说既要将动物的形象体现的绘声绘色，又要确保机甲的立方体形态。”蔡明暗示，该系列产物推出到此刻7年多，堆集了150多个SKU、几十款生物主题。将来，公司还有会推出更多差别形象、尺寸的产物，好比此刻BEASTBOX系列产物以5cm为主，接下来会有更简朴的3cm、4cm的，还有会有更年夜的7cm的。差别价位、差别难度，满意差别消费者的需求。

BEASTBOX系列变形机甲

three zero过往推出的模子、人偶产物基本都不克不及变形，但新品ROBO-DOU VF-1J变形战斗机（瑞克·卡特）可以。据先容，这款产物采用了刚性合金布局设计，确保了本体布局的不变性，可以不变地摆出各类姿式；可以或许于战斗机、守护神、战斗员三个模式之间变形转换。

ROBO-DOU VF-1J变形战斗机（左）

02全世界结构偏重亚洲市场

不管是潮玩品牌，还有是保藏玩具品牌，都不局限在仅结构本地市场，而是将眼光投向了全世界。一个有趣的征象是，险些所有品牌都很是器重亚洲市场，特别是东亚、东南亚市场。

52TOYS于2017年、2018年的时辰，就已经经于拓展海外市场了。其时重要是于日本及美国市场，以BEASTBOX（猛兽匣）机甲系列的偏男孩产物为主。以后，该品牌出口的产物系列、笼罩的市场愈来愈多，慢慢扩展到了全世界市场。

据蔡明先容，跟着2023年我国疫情防控政策优化，52TOYS于许多市场举行测试、开设门店。虽然没有直接利用52TOYS的品牌，但都是发卖52TOYS的产物。“咱们发明产物发卖尤其好，彻底可以支撑患上起一个自力的门店，以是去年12月于泰国开了第一家海外品牌形象门店。门店开业后，不管是发卖环境还有是于本地的品牌宣传效果都远超预期。”

谈和52TOYS的海外首家门店落户泰国的缘故原由，蔡明提到了三点缘故原由。其一是亚洲的文化、审美比力靠近，52TOYS年夜大都产物于东南亚市场都很受接待；其二是品牌获取授权时，优先拿的是东南亚市场的授权；其三是亚洲用户于潮玩需求方面增加很快，而东南亚的经济也成长比力快。

日前，52TOYS公布正式启动海外百店规划，鞭策品牌（旗舰）店、品牌尺度店、岛店/店中店、无人零售等多元品牌专卖店系统的设置装备摆设。据蔡明先容，品牌接下来会于马来西亚、印度尼西亚等东南亚国度，以和Australia、美国等地开设门店。

52TOYS泰国首家门店（52TOYS微博）

差别在52TOYS是于海内深耕多年，走向全世界，three zero是香港的品牌，其市场拓展标的目的不仅有海外其他国度，还有有中海内地。郭子聪告诉记者，模玩于全世界都有市场， three zero于全世界也设有六七十个分销商，但由于从模玩文化的角度来看，中国、美国、日本是比力年夜的市场。“由于基数比力小，东南亚的模玩成长也还有很不错。”

于详细渠道方面，three zero也很器重线下渠道结构。“咱们线上渠道已经经比力成熟及完美，公司今朝是想要拓展更多线下渠道客户。”郭子聪提到，之前模玩都因此预订的情势发卖。但此刻，许多消费者于逛阛阓的时辰看到了产物，感觉喜欢就会马上采办，需要现货。对于阛阓来讲，不管是潮玩还有是模玩，都是潮水，是他们愿意引进的产物，这对于品牌是个很好的时机。

需要留意的是，发卖IP授权玩具需要获取IP于响应地域的授权。three zero许多IP都是得到全世界授权，但个体处所除了外，好比“特务过家家”授权可感人偶可以或许于全世界发售，但因版权缘故原由日本和俄罗斯除了外。

保藏玩具全世界结构需要留意授权规模

03成心识地培育消费者

品类、品牌、IP的消费者都是可以成心识地去培育的。

three zero出品的产物保藏属性强、尺寸年夜、价格相对于较高。于谋划历程中，公司发明假如始终定位高端模子产物，采办产物的始终都是同批消费者；假如将产物价格降低，会发明市场年夜许多。“此刻，咱们将公司的产物从比力年夜的比例，调解到小比例、更小比例。价格也从几千元下调至1000~2000元、两三百元。”郭子聪举例说，公司新推出的MDLX系列《心桥链结》小团尺寸年夜概9~10cm，采用合金骨架，可于一般模式和战斗模式之间切换，弄法多样，体验感极强，市场订价是249元。

three zero的这类做法也是培育消费者的一种方式。许多消费者喜欢日本、美国的IP，但可能买不起或者者不肯意破费数千元去采办模子玩具。那末，他们可以先从几百元的入手。穷年累月下，消费者玩患上多了，本身的要求也会逐步晋升，可能就会去采办尺寸更年夜、价格更高的产物。

《心桥链结》小团尺寸小、价位低

谈和市场行情，郭子聪暗示，疫情三年，模玩市场成长相对于还有是比力好的。“固然，咱们也明确觉得到，前年（2022年）下半年最先，市场不太好了。不外，去年第3、第四序度，市场逐步地连结平稳，本年是有时机往上走的，以是咱们要越发努力些。”

▍来历：中外玩具网（ctoy-gdta） 文/视频：Iris 编纂：Salas 配图：品牌官微/中外玩具网

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CONNECT:[ UseTime:0.006707s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004517s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003969s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004376s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003883s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003919s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004285s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.003990s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004469s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003833s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004282s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003893s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003849s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003869s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003918s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003871s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003855s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003874s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003845s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003980s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003812s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003891s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003801s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003919s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004362s ]SELECT * FROM `ta_article` WHERE `id` = 264 LIMIT 1 [ RunTime:0.008088s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003914s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003949s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004249s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003820s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003850s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003853s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.003865s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003842s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003854s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.003878s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003838s 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`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:0.004374s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003856s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003847s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003821s ]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:0.004330s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003866s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003844s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.005012s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003864s ]-必一运动官网