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）

于授权市场，IP必不成少，特别是热度高、粉丝基数年夜的IP更是品牌商争相互助的对于象。2023年，IP范畴频现爆款，傍边既有经典IP借助社交平台走红，也有新IP揭示超强盛的吸粉实力，后发先至跃升顶流。囿在版面限定，没法将所有热点IP逐一回首，本文仅筛选了此中5个整年热度、影响力、存眷度、授权市场反馈等都极高的IP。

代表1：蛋仔派对于

2022年5月27日，由网易出品的《蛋仔派对于》开启公测，以后别离于昔时的7-9月、11月下旬至12月上旬迎来了下载了的岑岭期，今后还有连续攻克各年夜运用商城休闲益智游戏榜首的位置。

对于在《蛋仔派对于》的爆火，爆笑虫子品牌授权司理王续义从游戏自身及周边授权阐发。

起首《蛋仔派对于》将游戏的社交性及竞技性彼此交融，加上简朴易上手的游戏气势派头，累计得到5亿次下载量，日活跃用户数冲破了3000万。

该游戏还有引入了“吾皇万睡”“喜羊羊及灰太狼”等IP，给玩家更多IP消费体验的同时，还有能吸引差别IP的粉丝插手到玩游戏的行列。

再者是周边方面。《蛋仔派对于》开发了浩繁衍出产品，如毛绒类产物于线下市场特别是毛绒抓娃机渠道，得到了消费者的高度承认，取患了优良的发卖事迹。该游戏还有授权卡游、TOP TOY、陌凛、玩点无穷等品牌，打造了卡牌、积木、捏捏乐、潮玩叠叠乐等产物。

∆陌凛出品的“蛋仔派对于”正版授权捏捏乐

代表2：猪猪侠

2023年的炎天，已经经降生18年的“猪猪侠”忽然于各年夜社交平台爆火，成为无数网友口中的“男神”。更使人诧异的是，此番走红的竟然是初代“猪猪侠”的形象。

对于在初代“猪猪侠”的走红，该IP的出品方广东咏声动漫株式会社副总裁陈晓提到，初期看“猪猪侠”系列动画片的粉丝长年夜了，最先上年夜学及进入职场，而“猪猪侠”系列动画里第一至第四部的画面内容，一截图就是一个心情包，很是能契合他们现阶段的精力需求。IP相干画面被粉丝屡次截图并举行二次创作及流传，于小红书、抖音、快手、微博等社交平台伸张，从而引起全网年青人的共识。

咏声动漫也经由过程心情包、短视频混剪、与官方联动等方式提高初代“猪猪侠”形象的热度，鞭策形象出圈；开展了PU解压Q弹猪猪侠、MINI飞鱼系列盲袋、猪猪侠初代形象毛绒玩具、爱心爆眼猪猪侠钥匙扣、摸鱼猪猪侠积木等商品化授权；与百分茶生果茶、许府牛暖锅局、麻辣王子辣条、《蛋仔派对于》手游、Keep APP线上主题跑奖牌等举行跨界互助。

∆初代“猪猪侠”走红，衍生玩具热卖

代表3：线条小狗

“线条小狗”来自韩国moonlab_studio建造的Instagram心情包，因简约的线条画风而被海内网友称为“线条小狗”。该IP包括一条白色的马尔济斯犬及一只黄色小金毛。资料显示，“线条小狗”降生在2020年，2023年可以或许于海内市场走红离不开联名勾当的鞭策。

去年2月，瑞幸高调公布“有狗了”，公然了与“线条小狗”的联名。这波联名契合的是恋人节主题，于是瑞幸推出了《修狗恋爱故事》短片及《修狗爱情操作申明》轻漫画，描绘了两只狗狗之间甜美好嗑的故事。

除了了联名产物、主题店、电子卡、杯套、包装袋外，还有有周边产物如“线条小狗联名贴纸”，消费者可使用贴纸，DIY出新的“修狗恋爱故事”。各年夜社交平台上，不少网友都暗示被“线条小狗”可爱到，不仅去主题店打卡，还有阐扬创造力，将杯套、包装袋等保留下来。

瑞幸与“线条小狗”的联名踩中了此刻风行的“宠物热”“嗑CP风潮”，再加上“线条小狗”的形象可爱、治愈，于是很轻易激发年青人的追捧。此次联名的乐成让瑞幸“吃到了甜头”，七夕节的时辰又再次与“线条小狗”开展联名。

∆瑞幸与“线条小狗”联名互助（图源瑞幸官方微博）

代表4：赞萌露比（ZANMANG LOOPY）

日前，中外玩具全媒体中央记者于阛阓发明，潮玩店、潮水百货店等渠道的显著位置都陈设着一只粉色小海狸主题产物。导购员暗示，赞萌露比此刻很火，他们上架了相干的毛绒玩具，有许多年青人前来选购。

赞萌露比因此啵乐乐动画的副角露比为原型创作出来的，但其世界不雅及观点与动画中彻底差别，是一个自力的IP。赞萌露比心情包的人气很高，动员了授权营业的成长。心情包里长相纯真的赞萌露比做出俏皮的心情，表达富厚的实际感情，获得了浩繁消费者的喜爱。

作为“新晋女明星”，赞萌露比一样是自社交平台火爆起来。微博上，#loopy#话题有1.7亿次浏览量、19.2万次互动量；小红书上，关在“Loopy”的条记有35万+篇，官方账号“ZANMANG LOOPY”有46.7万粉丝、获赞与保藏跨越165万次；抖音上，#loopy#话题视频播放量靠近60亿次、#loopy心情包#及#loopy小海狸#两个话题视频播放量均跨越30亿次等。

明星艺人纷纷“蹭热度”也可以证实赞萌露比的火爆。如#周也撞脸loopy#、#许光汉模拟loopy心情包#、#黄景瑜模拟loopy心情包#、#孙怡晒loopy合照#等话题都有数万万的浏览量。

∆终端陈设的赞萌露比毛绒玩偶

代表5：奶龙

于2020年播出的《奶龙》动画片中，“奶龙”初次表态。“奶龙”是一只拥有“duangduang”年夜肚子的黄皮肤异星小恐龙，还有是一枚呆萌可爱又带点小机警的吃货。单是这个胖嘟嘟的外不雅及贪嘴饕餮设定就足以吸引一多量喜爱萌系IP群体的存眷。

短视频平台于“奶龙”的走红之路中盘踞着主要位置。以“奶龙”抖音官方账号来看，发布近350多条视频中，点赞量少则数万、多则上百万；截至2023年12月17日，累计粉丝近2200万，视频累计获赞1.9亿次。如“好年夜一条眼镜蛇”“好年夜一只变色龙”“那条狗过来”等高热度视频都具备轻松幽默气势派头，不仅能逗人捧腹年夜笑，还有能解压治愈人心。

官方还有于微信平台推出一系列“奶龙”主题心情包，如“奶龙打工人篇”“奶龙结交篇”“奶龙反骨篇”“奶龙干饭篇”等，让想表达差别情绪的用户都能找到对于应的心情包。

品牌方对于“奶龙”IP授权开发也十分器重。2023年10月，羚邦官宣投资《奶龙小七年夜战暴暴龙》，并代办署理“奶龙”IP品牌全世界刊行和品牌授权营业。据相识，迄今“奶龙”已经与多爱、小鲁班、滴滴青桔、波比艾斯、阿尔卑斯、珀莱雅、KATO等各行业范畴品牌互助。而2024年头，奶龙首部漫绘图书《快看！好年夜一只龙》问世，跟着贸易邦畿的扩张，奶龙IP逐渐从影视音二次元走向三次元世界。

除了了上述这些IP外，王续义还有提到2023年激发高会商度的两年夜IP，其一是文旅IP，代表为淄博游览。“淄博游览表现的是海内消费群体追求特点游览的一种新趋向。”他暗示，淄博文旅经由过程短视频等新媒体平台，实现了淄博文旅品牌的推广宣传，还有鞭策了游览招商。

其二是品牌IP，代表为茅台。去年9月，瑞幸与茅台互助推出的联名产物酱喷鼻拿铁，成为2023年流量级轻饮食爆款IP产物。据先容，茶饮及咖啡是2023年海内线下消费市场恢复及发展最快的行业，而茅台是知名白酒品牌。白酒与咖啡是八棍子撂不着的两个品类，这二者联名会擦出甚么样的火花？这波互助一经宣布，马上就吸引了泛博消费者的存眷。“再联合短视频平台的流传宣传，酱喷鼻拿铁于短短一个月内，就成了行业顶流营销事务。”

回首2023年爆款IP的走红路径，社交平台盘踞着主要职位地方。王续义于谈和这类征象时暗示，因为更多消费者把时间花于短视频平台上，以是将来两年的IP授权及联名勾当一定会得到更高的流量及热度，但连续时间及周期纷歧定会很长。“短期内孕育发生高热度话题及流量，并寻求短时间内实现变现能力，这会是将来中国授权市场不能不面对的实际场合排场，同时也会打击海内传统IP授权行业市场模式。”

来历：中外IP授权 深圳展（ID:licensingchina）

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CONNECT:[ UseTime:0.005533s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.003854s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003356s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.003695s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003200s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003282s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.003575s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.003233s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.003713s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003175s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.003651s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003236s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003257s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003198s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003184s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003220s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003184s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003212s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003099s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003265s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003114s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003257s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003106s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003220s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.003755s ]SELECT * FROM `ta_article` WHERE `id` = 251 LIMIT 1 [ RunTime:0.003412s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003243s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003295s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.003697s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003179s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003170s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003247s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.003230s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003193s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003136s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.003151s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003136s 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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:0.003608s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003168s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003155s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003110s ]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:0.003526s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003154s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003136s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003229s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003220s ]-必一运动官网