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）

近日，卡游有限公司向中国香港生意业务所递交了上市申请。招股书中提到，其最近几年新开的文具营业，于2022年营收为0.21亿元，占总营收的比例为0.5%；2023年前9个月，文具营收到达了1.34亿元，占总营收比例上升至6.9%。而卡游的文具险些都是与IP联合的。

与IP深切联合的品牌不只有卡游。中外玩具全媒体中央记者走访第22届中国香港国际文具和进修用品展，中海内地及香港的部门玩具、文具店发明，文具中IP的身影愈来愈常见，并且这种产物不仅吸引学生受众，就连许多成年人都很是喜欢。

文具品牌与IP互助

文具品牌之前较少跟IP互助，最近几年洞悉了IP的潮水趋向后，才逐渐拓展与IP联合的文具产物。

同心集团（002301）于2021年推出了品牌新文具营业，昔时年报显示，该公司联合办公消费成长新场景、新趋向，贴合Z世代群体的多元化需求，开发了新兴办公及文创IP等新产物，经由过程与浩繁知名品牌IP的联名互助，为年青消费者带来有感情、有温度的文创产物。

按照品牌天猫旗舰店于售商品来看，同心集团互助的IP包括QQ、迷你世界、吾皇猫、国度宝藏等；打造的授权/联名文具包括削笔刀、便当贴、铅笔盒、中性笔、固体胶、套尺、文件袋、马克笔、条记本、儿童铰剪、荧光笔等。

∆同心与吾皇猫联名缝线本（图源同心天猫旗舰店）

记者于走访市场时发明，其他文具品牌只是一部门产物与IP有联合，而一正文具则因此IP授权产物为主。据不彻底统计，该品牌互助的IP包括了三丽鸥、奥特曼、哆啦A梦、小马宝莉、变形金刚、风火轮、角落小伙伴、叶罗丽等，都是热度高、知名度年夜的IP。

∆一正文具较多产物为IP授权类（截图自一正天猫旗舰店）

从推出零售连锁品牌九木杂物社可以看出，文具品牌晨曦对于潮水的存眷及把控极快。该品牌于文具方面，互助的IP有米菲、囡茜、故宫文化、帆海王、宝可梦等。还有有博识文具，也推出了与三丽鸥联名的文具产物。

除了了上述文具品牌，热中在打造IP主题文具的还有有卡游。尽人皆知，卡游起首是玩具品牌，旗下产物的重要特色就是IP属性凸出。该公司打造文具产物属在玩具品牌跨界成长，将原本把握的IP上风与文具品类相联合。

是以，卡游推出的文具触及IP更多，不仅有前文提到的部门知名IP，还有有名侦察柯南、火影忍者、海绵宝宝、侏罗纪世界、蛋仔派对于、魔道祖师等海内外IP，以和企业原创IP卡游三国。

文具+IP的多种情势

于未看到门店陈设的IP文具以前，许多人会以为文具与IP的联合就是将IP形象印制于文具上或者文具包装上。事实上，文具与IP的联合可以有许多种方式。

一、印制形象于产物或者包装上。于条记本封面、中性笔/铅笔笔杆、橡皮包装袋、尺子外貌等位置，印制某个IP形象，是文具与IP联合最多见、最简朴的方式。这类类型的产物各个文具品牌险些都有。

一样是印制形象，部门品牌也会立异设计，好比按照IP形象的主题色调，将笔、橡皮、尺子等文具设计为对于应颜色，好比卡游的名侦察柯南中性笔，怪盗基德款是白色、柯南款是蓝色等。还有有晨曦的帆海王主题滚轮型批改带，也按照差别IP的标记性颜色设计对于应脚色的批改带，并于产物上印制脚色形象。

∆晨曦的帆海王主题滚轮型批改带（截图自晨曦天猫旗舰店）

二、打造IP立体造型文具。于保留文具自己功效的基础上，以立体的方式还有原IP形象，可以或许满意这些要求的文具品类其实不多。以现有产物来看，以橡皮擦、笔帽占多数。如一正文具依据奥特曼、变形金刚、三丽鸥等IP的重要形象，推出了还有原形象的立体橡皮擦。

三、将常识融入文具。同心集团与国度宝藏互助推出的元宇宙系列无线装订本，不仅是孩子记载常识的载体，也是进修国度宝藏的路子。于该装订本的封面上，品牌融入了国宝图、国宝先容、二次元国宝人物，并经由过程烫金工艺印制了国宝故事；反面封底除了了国宝先容外，还有有1个二维码，让孩子可以扫码不雅看相干国宝的国度宝藏节目。

∆同心×国度宝藏无线装订本设计细节（截图自同心天猫旗舰店）

四、添加更多弄法。如今的文具不单单只是进修、办公用品，还有可以具备减压、装饰、顽耍等功效。好比晨曦推出的宝可梦电动文具套装，将可以或许吸取橡皮屑、尘埃、铅笔屑的吸尘器设计为精灵球样式；电动橡皮擦、钨钢削笔机则是采用皮卡丘的经典配色。

一正文具打造的多款IP文具都具备较强的可玩性。如库洛米减压磁扣条记本的磁扣是立体的库洛米形态，可按压库洛米来解压。近似的产物还有有哆啦A梦主题的笔袋等。

还有有印章橡皮擦，如迪迦奥特英雄鼓动勉励印章橡皮擦中，橡皮擦外形为奥特英雄的样式，印章篆刻的也是对于应的形象，既可以作为橡皮擦利用，也可真实盖印顽耍。腕表式橡皮擦是将IP形象印制于表盘内，搭配多个表盘可替代；可作为创意配饰戴于手段上；表带有切确的刻度，拆卸下来可用作尺子。

∆一正的三丽鸥主题百变腕表式橡皮擦（图源一正天猫旗舰店）

玩具弄法也可以与文具相联合。如卡游的蛋仔派对于拼装橡皮、一正文具的三丽鸥主题拼装手办橡皮擦等，都是将橡皮擦设计为立体IP形象，且由若干零件拼装组合而成，孩子可体验简朴的拼装弄法。

一正文具还有将扭蛋机与文具联合，推出小马宝莉扭蛋橡皮擦。该系列产物设计为扭蛋机样式，差别IP主题的扭蛋机机身上印制差别的IP形象，且配色与对于应IP一致；扭蛋球里有差别IP形象的迷你橡皮擦，扭动按钮便可随机失落。

此外，文具品牌还有将风行的盲盒、福袋等弄法运用到文具中，推出了盲盒笔、盲盒橡皮擦、随机文具用品福袋等产物。

∆终端发卖的一正三丽鸥拼装手办橡皮擦

市场热度高争议较年夜

综合阐发品牌推出的IP类文具会发明，绝年夜大都产物都是进修文具，基本没有触及办公用品。这象征着品牌的方针受众以学生为主。记者于各年夜品牌官方旗舰店的评论区、社交平台上看到，“为孩子采办”居多环境，申明品牌的方针受众与现实受众基本切合。

但许多IP的受众其实不仅仅只有学生，好比名侦察柯南、变形金刚、宝可梦、奥特曼等都是受众跨度比力年夜的IP。这就使患上IP授权文具会触达一部门成年人，且以中性笔、荧光笔、便当贴、条记本较多。

患上益在较多的受众规模，IP类文具近两年的热度很高。体现之一是许多从事玩具发卖多年的渠道商，都将IP授权文具纳入了采购领域。更有渠道商反馈，这种型文具既能玩又实用，价格相对于还有比力低，不仅已往一年多发卖比力好，并且估计本年还有将连续热销。

∆玩具零售店里陈设的各类IP文具

于看到文具+IP的市场远景与热度的同时，也要留意该类型产物面临的争议。有消费者反馈添加了IP形象、以盲盒情势发卖的笔比平凡笔要贵，如一般学生用的中性笔，价格大都于5元之内，但IP加持的中性笔价格却可以到达八九元，甚至十几元。

“当文具附加了IP形象、多种弄法后，孩子还有会不会用心进修？”“解除了电子产物的滋扰，进修文具却成为了孩子的新玩具”等等，都是家长们切实的担心。据相识，已经经有黉舍明确提出，只答应孩子带最简朴、最原始的文具进校门。而文具发卖的主要渠道之一是传统校边店，黉舍的这项要求对于IP文具发卖极可能有必然影响。

即便没有黉舍的法则要求，作为文具品牌也需要思量怎样于愈加多品牌打造IP文具的配景下，晋升品牌、产物的竞争力；更要思量IP文具长运成长的可能性。

来历：中外IP授权 深圳展（ID:licensingchina）

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CONNECT:[ UseTime:0.006786s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.303459s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004308s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004410s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003977s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004079s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.006995s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.004131s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004336s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003886s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004323s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003988s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004238s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003994s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003991s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004002s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003996s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004028s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003910s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004113s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003925s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004049s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003869s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003970s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004622s ]SELECT * FROM `ta_article` WHERE `id` = 263 LIMIT 1 [ RunTime:0.004245s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003927s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003998s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004376s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003910s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003942s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004214s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.003952s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003943s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003898s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.003949s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003966s ]SELECT `id` FROM `ta_cate` WHERE `module_id` = 19 [ RunTime:0.003910s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.003975s ]SELECT * FROM `ta_field` WHERE `module_id` = 6 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004022s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.003972s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.003908s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 6 LIMIT 1 [ RunTime:0.003929s ]SHOW FULL COLUMNS FROM `ta_users_type` [ RunTime:0.004338s ]SELECT `id`,`name` FROM `ta_users_type` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004062s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '1' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003979s ]UPDATE `ta_article` SET `hits` = `hits` + 1 WHERE `id` = 263 [ RunTime:0.177810s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004002s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004243s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.003941s ]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:0.004444s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003989s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003940s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004007s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003928s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003972s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003985s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003914s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004031s ]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:0.004528s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004182s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003918s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003913s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003880s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003881s ]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:0.003936s ]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:0.004401s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003929s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003912s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004324s ]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:0.004432s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003899s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003865s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004005s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003974s ]-必一运动官网