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）

比拟三丽鸥，公共对于HelloKitty的认识度更高。这也难怪，究竟HelloKitty于全世界最赚钱的85个IP中，排名第15位，国际影响力很年夜。但本年，不仅三丽鸥的知名度愈来愈高，旗下的其他IP同样成为了授权范畴的喷鼻饽饽。

多个IP热度飙升

三丽鸥（SANRIOCO.,LTD.），1960年景立在日本的文化企业，旗下最知名的IP是HelloKitty。除了此以外，美乐蒂、年夜耳狗（玉桂狗）、帕恰狗、酷洛米、酷企鹅、布丁狗、双子星、可洛比（年夜眼蛙）等IP也都隶属在三丽鸥。

这些IP中，绝年夜大都都属在原创卡通形象，即无内容IP。尽人皆知，无内容IP要于授权范畴抢占一席之地其实不轻易。三丽鸥旗下的IP中，也只有HelloKitty自降生起，便遭到了极年夜的存眷，而且稳步连结热度近50年。其余IP的存眷度相对于较低。

∆三丽鸥旗下浩繁IP

然而，近两年特别是本年以来，三丽鸥旗下的多个IP热度不停爬升，于各个社交平台刷足存于感。如于小红书上，HelloKitty相干条记有超102万篇、年夜耳狗有14万多篇、美乐蒂有54万多篇、酷洛米（库洛米）有约80万篇、三丽鸥有156万多篇等。

于抖音上，三丽鸥话题相干视频有74.3亿次播放、HelloKitty有93.2亿次播放、酷洛米（库洛米）有约52亿次播放，其他IP的播放量也都从几亿次到十几亿次不等。此外，微博上的三丽鸥话题浏览量有9亿次、HelloKitty有4.3亿次、玉桂狗有3.4亿次等。

∆三丽鸥、HelloKitty话题微博浏览量

于授权范畴，三丽鸥旗下IP也很是受接待，互助伙伴包括Keeppley、星月、酷乐潮玩、TOP TOY、Unifree、极想、博识文具、森海塞尔、傲风等品牌，笼罩玩具、文具、服装、日用品、3C、箱包、饰品等浩繁品类。广泛的授权互助有用地晋升了三丽鸥的IP价值。日前，淘宝、天猫发布了“2023年双十一IP价值榜”，三丽鸥排名上升至第4位。

∆三丽鸥授权互助产物

多维结构助力破圈

任何IP的走红都不成能只有偶尔性，其暗地里一定有推手筹谋构造，鞭策IP破圈，三丽鸥亦是云云。

要说本年的三丽鸥与往年的差异，最年夜的一点应该就是与阿里巴巴的互助。资料显示，三丽鸥与阿里巴巴的互助于本年迈入新阶段——阿里鱼得到三丽鸥旗下26小我私家气脚色于中国年夜陆的制造、发卖独家授权，并将于IP内容引进与开发、整合电商资源营销、立异沉浸式消费场景、IP消费人群邃密化运营等多个维度与三丽鸥睁开互助。

以本年“双11”来看，这波互助对于三丽鸥相干IP的露出、衍生品的发卖很是有益。三丽鸥家族表态阿里鱼IP新权势天猫“双11”IP主题会场，动员膳魔师年夜耳狗云朵、秋冬梦幻等多个系列保温杯，周生生三丽鸥家族HelloKitty招财猫串珠，狼博旺三丽鸥不倒翁摆件，Top Toy三丽鸥酷洛米狼人杀盲盒，BOP三丽鸥口喷口腔清爽喷雾，乐町三丽鸥多款联名家居服及寝衣等产物发卖量比寻常有数倍的增加。

此外，以HelloKitty 50周年数念正式启动为契机，阿里鱼联袂狼博旺、长亿、水星家纺、雷蛇、逍龙食物、悦木文具等十年夜品牌，与小红书官方结合开启#我的糊口尊嘟萌#系列勾当；联动16位小红书买手达人开启“不间断直播”勾当。两项勾当吸引了多量网友介入，话题阅读量近万万。

∆#我的糊口尊嘟萌#系列勾当（阿里鱼微博）

IP形象或者衍生品与明星红人配合出镜，凡是会得到“明星同款”标签，进而动员相干产物发卖。按照HelloKitty_Sanrio官方微博动静，本年有许多明星红人都为三丽鸥的走红出了份力，好比虞书欣与“赛车手”HelloKitty及美乐蒂玩巧合影、SHINee的组合成员李泰平易近戴上了美乐蒂同款头箍、台湾女歌手叶舒华则是头戴年夜耳狗发箍、AKB48TeamSH的朱苓及美乐蒂玩巧合影、日本女歌手直井怜于头发上搭配了HelloKitty发夹等等。

∆虞书欣与“赛车手”Hello Kitty及美乐蒂玩巧合影

跨界互助是品牌实现破圈的主要方式，三丽鸥于这方面也有多项行为。如与手游《闪烁暖暖》互助，推出#三丽鸥明星的茶歇#限时联动勾当，将游戏里的脚色变为近似酷洛米、布丁狗等形象的装扮；与B站联手推出《梦职人与追思之黑妖精》手游，玩家从11月20日起介入联动勾当，有时机得到三丽鸥旗下萌宠；网易手游《蛋仔派对于》也在11月10日，发布了与三丽鸥家族联动的动静等。

∆《蛋仔派对于》与三丽鸥将开展联动

互动勾当凝结粉丝。1974年11与1日降生的HelloKitty行将迎来50周岁的生日。三丽鸥为庆祝这一非凡的日子，特意打造的HelloKitty Cosmos 50周年光影特展，已经在11月1日起于上海开展。从各社交平台的分享来看，此次的主题展吸引了许多粉丝前往打卡。

∆粉丝打卡Hello Kitty Cosmos 50周年光影特展

三丽鸥规划12月10日于三丽鸥上海万象城店举办HelloKitty冬季星愿派对于，让粉丝与IP形象近间隔接触。这项勾当还有与线上开展联动——三丽鸥于微博倡议了#我及HelloKitty的故事#征集勾当，招呼粉丝晒出珍藏的HelloKitty商品、分享夸姣回忆。品牌方将从介入勾当的网友中抽出幸运儿，介入线下的派对于勾当。

盘活经典IP的思索

受各类因素影响，三丽鸥旗下许多IP持久处在有知名度但影响力有限的状况。而经由过程品牌方的一系枚举措，从头让这些IP焕发活气，展示了IP的生命力，也闪现了盘活经典IP的套路。

为什么夸大经典IP？由于早些年，我国授权市场不敷成熟，许多影响力较年夜的作品都没能延续热度、形成IP。但这些IP具备粉丝基础，缺乏的只是适合的运营与宣传。借使倘使配备一套完美的运营模式，经典IP也可以于授权市场争患上一席之地。

最近几年，我国已经经有许多经典IP活跃于授权市场上，好比《甄嬛传》。该剧首播于2011年，热度不仅连续到此刻，并且还有愈来愈高。于拥有多量剧粉的同时，还有催生了许多“甄学家”（对于《甄嬛传》举行深切研究的人）。这些都为该剧开展IP授权营业提供撑持。

据相识，品牌目标对于《甄嬛传》开展授权互助包括与锦鲤拿趣互助的系列手办、与未和积木互助的主题积木、与雀巢中国联名的特调奶茶咖啡、与金纺互助的留喷鼻珠、与高德舆图互助的导航语音、与《盛世青春》《闪烁暖暖》手游的跨界互助等。这傍边，手办系列产物发卖凸起，屡次登上天猫平台手办盲盒热销榜。

∆《甄嬛传》官方系列手办于天猫热销（《甄嬛传》微博）

由于《甄嬛传》属在有内容的IP，以是品牌方可以或许经由过程社交平台分享经典剧情、高光名排场、经典台词等内容，加深与粉丝的互动，增长粘性。本年11月18日，即该片开播12周年之际，品牌方还有于线下举办了《甄嬛传》文化传承体验特展。

除了《甄嬛传》外，《武林别传》《葫芦兄弟》《年夜闹天宫》等经典IP，最近几年也都于有条不紊地开展授权营业。

∆《武林别传》最近几年于授权范畴很活跃

总体来看，盘活经典IP的做法基本就是凝结粉丝、开展授权、名人宣传、跨界破圈、落地勾当等。流程看似简朴，但于没有新内容推出的环境下，品牌方要维持IP热度的难度与压力其实不小。可以说，盘活经典IP的难度其实不比打造全新IP低几多。

来历：中外IP授权 深圳展（ID:licensingchina）

作者：Aries

图：@HelloKitty_Sanrio官方微博

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CONNECT:[ UseTime:0.006441s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004521s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003793s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004246s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003657s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003818s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004299s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.003730s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004083s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003615s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004014s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003645s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003634s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003670s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003656s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003647s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003638s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003601s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003603s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003661s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003615s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003642s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003619s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003707s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004117s ]SELECT * FROM `ta_article` WHERE `id` = 210 LIMIT 1 [ RunTime:0.004109s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003686s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003697s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.003975s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003613s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003593s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003693s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.003686s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003665s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003596s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.003648s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003607s ]SELECT `id` FROM `ta_cate` WHERE `module_id` = 19 [ RunTime:0.003592s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.003668s ]SELECT * FROM `ta_field` WHERE `module_id` = 6 AND `field` = 'sort' LIMIT 1 [ RunTime:0.003664s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.003709s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.003633s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 6 LIMIT 1 [ RunTime:0.003640s ]SHOW FULL COLUMNS FROM `ta_users_type` [ RunTime:0.003963s ]SELECT `id`,`name` FROM `ta_users_type` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003588s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '1' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003592s ]UPDATE `ta_article` SET `hits` = `hits` + 1 WHERE `id` = 210 [ RunTime:0.006756s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003605s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003705s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.003628s ]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:0.004012s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003586s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003650s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003693s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003613s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003596s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003553s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003552s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003573s ]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:0.004047s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003647s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003584s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003606s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003604s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003594s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003636s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003577s ]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:0.004039s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003632s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003611s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003580s ]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:0.004022s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003597s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003562s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003677s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003660s ]-必一运动官网