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

邻近岁末，假如问疫后复苏最强劲是哪一个行业？信赖许多人会回覆是游览业。本年中秋节、国庆节假期海内出游人数8.26亿人次，较2019年增加4.1%。而陪同着游览的复苏，主题乐土于繁荣的同时，也迎来一波成长小岑岭，本年IP方投资设置装备摆设和开园的动静较往年有所增长。

IP能经由过程乐土中患上以变现，同时也会反哺原本的玩具、动漫财产，增长IP的影响力。最近几年来，愈来愈多的动漫、玩具相干IP最先触及主题乐土财产。玩具、动漫相干的主题乐土的内在及外延于不停富厚，中外玩具网收拾盘货全世界值患上存眷的主题乐土，以供参考。

01迪士尼乐土

乐土与IP联合的渊源已经久，1955年7月17日，位在美国加利福尼亚州的首家迪士尼乐土（Disneyland）昌大开业，这是世界上第一个现代意义上的主题公园。设计职员 从卡通片中寻觅设计思绪，让乐土成为卡通不雅众能切身走进去的卡通世界 ，由此也开启了IP于乐土的变现之路。

今朝，全世界统共已经开设了6个迪士尼乐土，中国的迪士尼乐土位在中国香港及上海，美国2个，残剩2个乐土则位在日本东京及法国巴黎。

图源：Pexels

IP是迪士尼的魂灵。数十年来，迪士尼乐成打造/收购了浩繁动漫形象，今朝迪士尼旗下拥有米老鼠、星球年夜战、冰雪奇缘、复仇者同盟、蜘蛛侠、X战警等一系列知名IP。乐土也是依托IP而存，是迪士尼财产链的此中一个主要环节。

迪士尼创作团队举行故事的创作及开发构建迪士尼的各类IP内容，以IP为基础建造动画影戏、真人影戏、电视节目，主题公园及度假区则将荧幕与实际买通，促进线下消费。于IP充足有影响力后，迪士尼经由过程授权互助，将其IP授权给其他公司制造及发卖与IP相干的各类商品，从而带来分外的收入。

图源：迪士尼官网

迪士尼乐土看似与玩具行业瓜葛不年夜，但现实上其于财产链中不仅是IP变现的一部门，同时乐土也增长了各类IP的影响力，形成更强的发卖违书，有助在授权产物的发卖。

02国际举世影城

举世影城主题公园属NBC举世集团公司，今朝全世界共有五座举世影城主题乐土。北京举世影城度假区是举世影戏公司结构于全世界的第5个主题乐土度假区，别的四个别离是美国的好莱坞举世影城、奥兰多举世影城、日本的年夜阪举世影城及新加坡举世影城。

北京举世影城今朝根据各年夜超等IP分为：哈利·波特的邪术世界、变形金刚基地、功夫熊猫盖世之地、好莱坞、将来水世界、小黄人乐土及侏罗纪世界努布拉岛等七年夜景区。

图源：北京举世影城

差别在迪士尼的乐土是专门设计搭建的，举世影城的降生更具偶尔性。20世纪初，洛杉矶市郊最先搜集了年夜量的影戏从业者，颠末几十年的成长，洛杉矶成为了一座重大的影戏城，到了20世纪60年月，举世制片公司最先将部门摄影棚对于外开放，举世影城也是以降生。

多年的沉淀堆集，举世影城不停更新完美游乐项目，不停融入年夜热的影戏ip，让影戏式游乐的沉浸感更强，逐渐成了世界著名的游乐土，而举世制片公司将这套模式搬到海外，也就有了当今的5座举世影城。

图源：北京举世影城

举世影城耐久不衰的缘故原由于在沉浸式体验IP世界，哈利波特、变形金刚等等经典IP让举世影城热度不停，加之举世公司多年的拍摄影戏经验，影城的布景及嬉戏项目的设计，都最年夜水平还有原了影戏的质感。

03乐高乐土

乐高乐土的运营商是英国默林文娱集团，世界第一家乐高乐土在1968年开园，位在丹麦日德兰半岛东岸的小镇比隆。截至2023年11月，全世界于营的乐高乐土度假区共10个，别离位在丹麦比隆、德国金茨堡、英国温莎、美国加州、美国佛罗里达州、美国纽约、韩国春川、日本名古屋、马来西亚努沙再也以和迪拜杰贝阿里南部。中国今朝有3家于建的乐高乐土，别离位在上海、深圳和四川。

从园区气势派头上看，乐高乐土里的修建、人物、动物及植物等都是浓浓的积木风，旅游时旅客恍如本身走入了乐高积木年夜世界。乐高乐土充实继续了乐高积木的特质，于嬉戏中插手了教诲创意元素，如行将开业的深圳乐高乐土将提供创意呆板人事情坊、驾驶黉舍、营救学院等教诲与文娱兼备的互动游乐体验。

图源：legoland

而且于设计场馆时，乐高乐土还有会融入当地元素，日即日本乐高乐土充实揭示了日本气势派头，积木搭建的日本都会修建及高达，而丹麦的乐高乐土则是浓浓的丹麦气势派头。

差别在迪士尼及举世影城以影视IP为看点，乐高的积木世界自己就是一个年夜IP，从受众上看，乐高乐土重要面向的是玩具迷、乐高喜好者及亲子市场。其主题公园重要以乐高积木创意为主题，修建及景点都以乐高气势派头设计制造，旅客可以举行很多拼装及创造类的勾当。乐高乐土的不仅增长了文旅部门的收入，同时也增长了乐高品牌的壁垒，对于乐高积木的发卖有着直接动员作用。

04孩之宝的主题乐土

经由过程乐土的模式变现自家IP并晋升其影响力的逻辑最先被泛博厂商认同，国际玩具巨头也纷纷入局主题乐土。拥有变形金刚、小猪佩奇、小马宝莉、儿乐宝、地产年夜亨、菲比精灵等品牌的全世界玩具巨头孩之宝，最近几年也举行了主题乐土的摸索。

小猪佩奇主题景点：孩之宝授权给默林文娱集团举行运营，加之2024年行将开业的欧洲及北美景点，默林文娱将于全世界运营八个小猪佩奇主题景点，包括三个主题乐土及五个小猪佩奇的玩趣世界，漫衍于美洲、欧洲及亚太地域。

豪富翁主题乐土：MDreams Melbourne是由Hasbro授权、斥资2000万澳币打造的全世界第二个，也是全世界最年夜的豪富翁主题乐土。中国香港中国香港豪富翁胡想世界则是全世界第一个豪富翁主题乐土。

豪富翁主题乐土立体出现了桌上游戏的经典元素，并且还有增长了本土的特点元素，如墨尔本豪富翁主题乐土的设计灵感来历在墨尔本都会的特点元素，如涂鸦艺术、有轨电车等标记性特点。

热火乐土：孩之宝旗下的运动玩具品牌热火行将开启为期5年的年夜范围的主题乐土开设。于本年10月，热火于南美洲最年夜的主题公园--巴西的贝托卡雷罗世界（Beto Carrero World）推出全世界首个热火主题乐土 NERF Mania ，此中包括游乐举措措施、游乐场、主题餐饮及零售。

而于来岁，超等热火主题竞技场NERF Action Xperience将于英国曼切斯特开放，内设各类射击游戏、障碍练习等举措措施。

05美泰的主题乐土

美泰冒险乐土，是另外一玩具巨头美泰及EPIC Resort Destinations之间的互助项目，该乐土占地约3.6万平方米，采用室内+室外主题乐土观点，设有主题游乐举措措施及各种景点。

该主题乐土入驻了包括芭比娃娃世界、美泰游戏文娱体验区、托马斯冒险列车、骷髅城堡等布满美泰IP的各类场景。据美媒报导，该乐土估计将在2024年开放。

此外，美泰公司授权的芭比世界已经经在本年4月登岸洛杉矶的圣莫尼卡（Santa Monica），号称1:1还有原芭比世界。截止今朝，其他国度也有一些已经经开业的小型芭比主题乐土，如马来西亚双威城水上迷掉乐土的芭比娃娃与风火轮小汽车主题乐土。

06吉卜力主题公园

宫崎骏的动画，陪同着每个人的童年景长。基在《天空之城》、《千与千寻》、《哈尔的挪动城堡》、《龙猫》等一众经典动画，吉卜力决议将于实际中再现动画的各类形象及场景。

2022年11月，世界上第一个以宫崎骏的童话世界为原型打造的吉卜力主题公园，于日本爱知县恒久手市正式开园，其占地面积 7.1 公顷，耗资 18 亿元，共设5个园区。包括了 芳华之丘 、 吉卜力年夜堆栈 、 龙猫丛林 、 鬼魂村 及 魔女谷 等5年夜区域。

吉卜力主题公园与传统的主题乐土差别，经由过程对于动漫场景的复刻，让旅客可以平静地享受童话的世界。

07方特主题乐土

华强方特是中国文旅企业代表，打造了动漫及主题乐土两年夜支柱财产。动漫范畴，“熊出没”妇孺皆知，长居中国动漫指数榜首位；九部《熊出没》系列年夜影戏海内总票房超57亿元，成为海内百口欢动画第一品牌。

于主题乐土范畴，方特对峙文化与科技交融成长，并将旗下熊出没等IP融入乐土，今朝已经于芜湖、青岛、株洲、沈阳、郑州、厦门、天津、宁波、年夜同、南宁、长沙、邯郸、赣州、自贡、台州、徐州等地投入运营“方特欢喜世界”、“方特梦幻王国”、“方特东方神画”、“方特水上乐土”、“方特东盟神画”、“方特丝路神画”、“方特国色年龄”、“方特东方欲晓”、“方特恐龙王国”、“方特·狂野年夜陆”、“方特乐土”等品牌三十余座主题乐土，旅客欢迎量多年位列全世界五强，乐成跻身国际一流文旅品牌。

08奥飞欢喜世界

奥飞文娱建立在1993年，是中国最具实力及成长潜力的动漫文化财产集团公司之一。奥飞欢喜世界则是奥飞文娱旗下室内亲子乐土品牌，是奥飞文娱全财产链的一部门。乐土交融集团旗下超等飞侠、喜羊羊与灰太狼、萌鸡小队、贝肯熊等知名IP，是针对于都市亲子家庭量身打造的集亲子装备、场景陪伴、社交文娱在一体的年夜型室内综合游乐土。

2017年年末，首家奥飞欢喜世界门店于广州正式表态。截至2023年5月，奥飞共有奥飞欢喜世界直营店14家，加盟店10家；奥玩奥乐直营店3家，加盟店5家。

09泡泡玛特都会乐土

泡泡玛特（POP MART）是建立在2010年的潮水文化文娱品牌，2020年12月于港股挂牌上市。

9月26日，泡泡玛特公布海内首个潮玩行业沉浸式IP主题乐土——泡泡玛特都会乐土（POP LAND）落户向阳公园。

有别在迪士尼、举世影城等超年夜型主题乐土，泡泡玛特都会乐土占地约4万平方米，整个都会乐土的主基调就是 轻 ， 泡泡玛特自己就不合错误标迪士尼，而是试图打造日本白色情人巧克力工场、吉卜力的三鹰之森美术馆如许的 品牌朝圣地 。

10宝可梦主题公园

日前，全世界最赚钱IP——宝可梦官方公布：宝可梦股份有限公司与读卖乐土总公司互助，建立「PokePark KANTO合资公司」，规划于读卖乐土的一部门区域成立主题游乐土「PokePark KANTO」。

据先容，日本川崎市读卖乐土是一家年夜型主题公园，占地面积到达了24万平方米。拥有年夜量惊险刺激的游乐项目，樱花盛开时节，可乘坐过山车于飘落的樱花间穿行，于尖叫中体验别样的赏樱之旅。

该项目是宝可梦公司及读卖新闻和读卖地产互助，估计将成为读卖公园的一部门。按照官方说法“PokéPark Kanto”规划成为一个让全球各地的人们都可以或许逾越国度、地域及语言的障碍，于富厚的天然情况中体验宝可梦乐趣之处。

作为全世界最赚钱IP榜单第一位，宝可梦重要营业包括特许商品、手机游戏、票房及家庭文娱等，总收入跨越764亿美元。吸金能力一流的宝可梦，拥有重大的粉丝基础，期待宝可梦线下主题乐土为粉丝带来更多出色。

▍总结：

受益在游览业强势恢复，主题乐土这一业态也迎来了快速成长，IP与主题乐土于交融加快，IP方借助主题乐土患上以变现，同时也增长了暴光。最近几年来海内的文旅企业也引进了多个知名IP，如海昌海洋公园、欢喜谷、长隆、融创等都有得到知名IP授权，其谋划反馈也很不错。于增长IP影响力的同时，主题乐土还有会发卖年夜量的IP周边产物，这现实上对于玩具企业来讲，也是一个很是好的时机。

▍来历：中外玩具网（ctoy-gdta）文/编纂：王锐塨/Salas

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CONNECT:[ UseTime:0.007660s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.005131s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004616s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004856s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004486s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004531s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004874s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.004520s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.005101s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004403s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004946s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004447s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004479s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004696s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004462s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004505s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004499s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004489s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004406s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004587s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004384s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004530s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.004416s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004545s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004969s ]SELECT * FROM `ta_article` WHERE `id` = 236 LIMIT 1 [ RunTime:0.011586s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004638s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004656s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004882s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004410s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004388s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004796s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004591s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004635s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004439s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.004512s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004444s ]SELECT `id` FROM `ta_cate` WHERE `module_id` = 19 [ RunTime:0.004451s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004540s ]SELECT * FROM `ta_field` WHERE `module_id` = 6 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004490s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004423s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004324s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 6 LIMIT 1 [ RunTime:0.004403s ]SHOW FULL COLUMNS FROM `ta_users_type` [ RunTime:0.004770s ]SELECT `id`,`name` FROM `ta_users_type` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004344s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '1' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004403s ]UPDATE `ta_article` SET `hits` = `hits` + 1 WHERE `id` = 236 [ RunTime:0.017112s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004421s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004527s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.004738s ]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:0.004868s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004361s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004376s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004365s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004373s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004380s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004372s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004394s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004366s ]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:0.004785s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004362s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004379s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004341s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004405s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004410s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004406s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004386s ]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:0.004782s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004379s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004467s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004390s ]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:0.004771s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004373s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004363s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004472s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004448s ]-必一运动官网