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）

HelloKitty，一只形似猫咪的卡通形象，是无数女生心中可爱、奼女心的代表。但就是云云极具“奼女感”的HelloKitty，却已经经降生了快要半个世纪——1974年11月1日，HelloKitty正式降生。为了庆祝50周岁，品牌方摆设了一系列富厚多彩、排面统统的庆祝勾当，揭示了其作为三丽鸥明星IP的职位地方。

系列勾当迎接50周年庆

根据HelloKitty的出生时间计较，到2024年11月1日，她才满50周岁。但三丽鸥于本年10月1日，就宣布了“KT50周年庆祝勾当年度行程表”，今朝相干勾当已经经陆续开展。

据品牌官方微博动静，三丽鸥于全世界举办的第一个HelloKitty 50周年年夜型庆祝勾当，是于上海举办的Hello Kitty Cosmos50周年光影特展，连续时间为2023年11月2日—2024年1月28日，需要购票才能进入观光。

该特展将三丽鸥家族的可爱形象与光影技能交融，设置了萌发、扭转派对于、许愿流沙、像素异想、白天梦、祝愿奇境等区域，供消费者打卡、顽耍；三丽鸥还有约请王信明（MOLLY之父）、张占占、黄小眠、陈莉等艺术家，创作了以HelloKitty为灵感焦点的艺术品，并于本次特展中展出。

∆Hello Kitty Cosmos 50周年光影特展

于海内，HelloKitty50周年庆祝勾当的第二项是到场成都时装周。11月17日晚，2023“交融·立异”成都时装周正式揭幕。HelloKitty联袂小伙伴们身穿艺术家黄小眠设计的潮水衣饰，走上了时装周的舞台。

∆HelloKitty表态成都时装周

任何IP的主题庆典勾当都少不了限制周边产物的发售，HelloKitty亦是云云。三丽鸥这次推出的限制产物包括50周年光影特展限量公仔，限量800体；50周年生日系列站立公仔，全世界限量2570体，以和坐姿玩偶、挂件、手机违夹、发夹、文件夹、徽章、贴纸、中性笔、手机包、亚克力牌等各类类型产物。

此外，三丽鸥还有筹谋了HelloKitty主题快闪店，如韩国快闪店已经经正式业务；IP线下粉丝晤面会等勾当，并经由过程社交平台的明星艺人祝愿视频、网友话题会商、专属心情包等方式，进一步宣传IP和相干庆典勾当。

∆HelloKitty 50周年光影特展限量公仔

无内容IP为什么火爆半世纪？

于全世界浩繁知名IP中，HelloKitty是较为非凡的一个，由于她起步成长时并没有内容支撑。资料显示，HelloKitty被设计师创造出来后，就被印于了塑料钱包上。看似很是不起眼，但自此最先了长达半个世纪的顶流之路。

固然，HelloKitty的火其实不是彻底的偶尔性，品牌方的鞭策也功不成没。

▐ 起首是IP的外不雅形象使患上其更易被消费者特别是女性消费者接纳。HelloKitty的造型来历在猫咪，玄色的线条勾画出面颊的轮廓；两只猫耳设计惟妙惟肖，左耳上还有别着红色的胡蝶结；两只黑豆般的眼睛、小巧的鼻子，双方面颊上还有各有三条玄色的猫须。

HelloKitty的外不雅设计其实不繁杂，就是一只卡通小猫咪形象，但由于触发了“可爱”要害词，使患上消费者喜欢上该IP的门坎变患上很低——哪怕彻底不相识HelloKitty形象配景设定的消费者，一眼看到她也会感觉可爱，不知不觉间喜欢上她。

中外玩具全媒体中央记者于微博、小红书、知乎等平台搜刮发明，网友险些都是机遇偶合看到了该形象，感觉可爱，尔后就喜欢上了。还有有些非粉丝暗示，选购产物的时辰，会感觉印有HelloKitty的产物更都雅、更有眼缘，下意识地会选择有该IP的产物。

∆可爱的外表吸引消费者喜欢

▐ 其次是争议为IP带来较年夜热度。HelloKitty是甚么？对于在这个问题，大都人的回覆应该都一只卡通猫咪，夏威夷年夜学传授斯蒂娜·河矢野、歌手Josh Groban等也都曾经称HelloKitty是一只猫。但品牌方坚定地暗示“HelloKitty是一个小女孩”。

关在HelloKitty的别的一个争议是到底有无嘴。只管作者认证是有嘴的，但不管是HelloKitty的卡通形象，还有是各类授权产物，都清楚地通报给公共一个信息，即她没有嘴，至少一眼看不到嘴于哪里。不外，于相干动画片里，HelloKitty的嘴是可以或许看到的。

之以是会致使这些争议，重要是由于两边对于IP的认知标的目的与水平差别，但确凿为IP增长了较高的会商度。

∆HelloKitty心情包

▐ 再者是品牌方的鞭策使患上IP热度患上以维系。作为IP的所有者，三丽鸥为HelloKitty的走红、长红出了很鼎力大举。好比广泛授权各类商品，让IP连续于消费者眼前刷脸。

行业内较常见的说法是，于不抹黑IP形象的条件下，品牌方愿意授权给除了烟酒等非凡产物以外的所有品类，这就使患上HelloKitty的形象可以呈现于贴纸、笔袋、条记本、玩具、衣服、腕表、水杯、护肤品、餐具、电脑、汽车等各式各样产物上，甚至于浙江省设置装备摆设了一座杭州HelloKitty乐土。

∆杭州Hello Kitty乐土主题区域（乐土官网截图）

于最近几年的联名热潮下，HelloKitty也插手到了联名行列，如与高达联名推出HelloKitty高达、与《王者荣耀》联名推出限制皮肤、与雷蛇的联名鼠标、与植村秀联名打造彩妆系列等等。联名品类笼罩玩具、游戏、3C电子、彩妆、服装、零食、包袋等。

这类年夜规模的授权，不只让HelloKitty于公共眼前“混了个脸熟”，也为品牌方带来巨年夜的经济效益。按照2022年纪据显示，HelloKitty经由过程授权商品实现的收入累计约为182亿美元。

∆HelloKitty正版授权玩具（资料图）

HelloKitty降生时虽然是无内容支撑的，但品牌方后期还有是为IP建造了动画内容，如《HelloKitty爱漫游》《HelloKitty的天国》“HelloKitty苹果丛林系列”等。尚有相干动静显示，三丽鸥与华纳、新线等告竣和谈，授权后者建造HelloKitty年夜影戏。但截至今朝，该影戏还没有有太多动静吐露出来。

此外，打造快闪店、推出心情包、让明星艺人与IP合影等也是品牌方为维持、推高IP热度所采纳的步履。

∆HelloKitty相干动画片（baidu截图）

下个50年可否延续光辉？

当前，授权市场竞争激烈，HelloKitty面对着各类挑战。

20世纪七八十年月，全世界的IP数目相对于比力少，HelloKitty依附着可爱的外表、广泛授权的产物博得了市场。如今，IP的数目愈加多、规模愈加广，行业竞争越发激烈，新IP难出头、老IP遭到打击。

从本年三丽鸥增强对于旗下IP的宣传、授权利度不丢脸出，品牌方蒙受的压力一定不小。

消费者的喜欢越发多元化，近似酷洛米、Skullpanda等潮酷、暗中系IP逐渐具备了必然市场。对于在这部门消费者而言，可爱系的HelloKitty不是他们的“菜”。

同时，沉淀了近50年，HelloKitty的群众基础还有是很深挚的，这是IP的上风地点。再者，只管各类新IP层见叠出，但被授权商选择互助IP时大都还有是偏向在知名度较高的头部IP，这对于HelloKitty亦是利好。

HelloKitty降生的第一个50年，乐成于全世界规模内走红，成了全世界IP价值榜中最值钱的那只“猫”。但IP可否于下个50年继承延续光辉，就要看品牌方怎样最年夜限度阐扬上风、利好，适应市场潮水对于IP举行有用推广、宣传了。

来历：中外IP授权 深圳展（ID:licensingchina）

图：@HelloKitty_Sanrio官方微博

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CONNECT:[ UseTime:0.007234s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.005225s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004411s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004730s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004329s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004347s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004836s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.004344s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004808s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004273s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004832s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004365s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004290s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004357s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004270s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004292s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004310s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004271s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004248s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004396s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004283s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004306s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.004308s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004338s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004845s ]SELECT * FROM `ta_article` WHERE `id` = 230 LIMIT 1 [ RunTime:0.004534s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004280s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004302s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004909s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004227s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004227s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004326s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004331s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004254s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.006348s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.004303s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004254s ]SELECT `id` FROM `ta_cate` WHERE `module_id` = 19 [ RunTime:0.004288s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004345s ]SELECT * FROM `ta_field` WHERE `module_id` = 6 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004579s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004248s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004365s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 6 LIMIT 1 [ RunTime:0.004270s ]SHOW FULL COLUMNS FROM `ta_users_type` [ RunTime:0.004570s ]SELECT `id`,`name` FROM `ta_users_type` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004299s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '1' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004305s ]UPDATE `ta_article` SET `hits` = `hits` + 1 WHERE `id` = 230 [ RunTime:0.007694s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004225s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004348s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.004306s ]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:0.004686s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004219s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004432s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004255s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004279s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004266s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004221s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004272s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004267s ]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:0.004739s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004215s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004194s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004235s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004221s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004226s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004223s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004265s ]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:0.004687s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004277s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004247s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004275s ]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:0.004933s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004251s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004213s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004273s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004291s ]-必一运动官网