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）

不知不觉间，孩之宝已经经创建100年了。想于下一个百年延续光辉，孩之宝提出了一项新的公司鼎新蓝图2.0（Blueprint 2.0）：集中运营少数重点品牌。联合近期经济不稳、公司事迹欠安的配景，好像只是营业的精简。但一系列现实动作却注解：并不是云云简朴。

外貌：品牌营业精简

鼎新的首要方针是为了赚钱。于财力有限的前提下，孩之宝选择了集中精神把盈利能力强的品牌做好。蓝图2.0确定的焦点品牌有7个：龙与地下城、孩之宝游戏、万智牌、热火、小猪佩奇、培乐多及变形金刚，其他品牌都要靠边站。

在是，孩之宝最先盘活“甜睡”品牌。就有了一系列品牌授权给其他公司研发新品、运营的动作：可网络玩具品牌迷你宠物店（Littlest Pet Shop）给了Basic Fun!，电子互动玩具品牌仿真宠物（FurReal）给了Just Toys，经典派对于桌游品牌脑力高文战（Cranium）给了Funko，甚至就连焦点品牌热火，仅保留最赚钱的软弹枪营业，其他诸如夏季水上玩具、户外运动等营业均被授权出去了……孩之宝旗下年夜巨细小的玩具品牌数目高达1500个，不少都曾经是市场骄子，只是今朝处在寂静状况。

品牌授权让孩之宝得到了收益，再反哺焦点品牌。品牌授权收入于去年整年同比增加5%，本年第二季度同比增加18%，增幅不少。

另外一方面，从非焦点营业抽身。动作最年夜的就是把文娱板块的eOne转手卖给狮门文娱。原先收购eOne但愿得到的内容建造需求，以结合建造或者外包的情势完成，内部仅保留一支由创意开发及贸易事件专员构成的团队。孩之宝接下来就有不少玩具IP影戏，将交由派拉蒙卖力建造及刊行。此外，就是互助品牌的退出及其他品牌的投资削减。

一顿组合操作下来，非焦点品牌板块纯收入于本年上半年年夜幅下滑超两成。而焦点品牌中的变形金刚增加83%、龙与地下城增加74%、小猪佩奇增加15%。焦点品牌总体纯收入跌幅仅为5%，重要是由于经济不稳及商家清库存致使的。

本色：营业买通优化

解决了赚钱的首要方针以后，就要思量怎样更恒久地赚更多的钱。今朝玩具业最赚钱且不变的赛道是甚么？

看看业界老年夜迪士尼就知道了，无疑是IP和缭绕IP衍生的文娱财产，暗地里的焦点逻辑就是要办事好粉丝群。

孩之宝首席履行官Chris Cocks于一档播客节目Decoder的专访中就曾经吐露过蓝图2.0比焦点品牌计谋更进一步的鼎新动作：就是孩之宝缭绕焦点品牌，经由过程产物（如玩具及各种授权商品）、办事（如各类数字办事）、视频游戏、基在现场的体验+文娱（如文娱中央、影视内容等）及直营渠道这5个触点让品牌触达差别群体的粉丝。

简而言之，就是孩之宝使用焦点品牌这个支点，以5种差别的品牌体现情势为杠杆，撬动粉丝消费，公司从而得到恒久盈利。

为了实现这个目的，孩之宝对于公司的营业架构举行了大马金刀的鼎新。

先是将文娱部分（即eOne）出售，把原本的三年夜营业板块调解成两个。

一个是 “威世智和数字游戏”板块（旗下有万智牌、龙与地下城等卡牌游戏和相干视频游戏营业）变为“游戏”板块，另外一个“消费品”（即玩具）板块则变动为“玩具、文娱、授权”板块。这些营业板块由已往彼此自力品牌全数买通，酿成办事在品牌的垂直营业部分，协力鞭策公司焦点品牌的成长。

当被问到为什么想要买通营业板块时，Chris Cocks暗示，假如不买通，每一个部分开展新营业时，都要反复雇用，那为何不克不及买通隔膜，充实使用公司原本的资源呢？

后续官宣的一系列新闻都证实了这些鼎新动作所言非虚。孩之宝礼聘了Tim Kilpin担当“玩具、文娱、授权”板块总裁。他担当过电子游戏巨头动视暴雪的消费品部分主管、美泰首席商务官、迪士尼的履行副总裁卖力特许谋划权治理，有着富厚的游戏、影视IP方的授权经验，又有玩具相干的商务经验。

还有有加速了如培乐多、热火、绘儿乐等旗下各年夜品牌的影视化项目、主题文娱中央落地的程序。孩之宝认为：“咱们的品牌不单单是玩具及游戏，还有可所以一个综合性的文娱IP，可以经由过程衣饰等授权商品、主题乐土等多种差别的体验来富厚其内在。”

将来：增强数字化及粉丝定礼服务

那末，孩之宝的事情重点会落到哪里呢？谜底是数字化，并且是缭绕粉丝办事的数字化。

之以是是数字化，是有迹可循的。Chris Cocks于升任孩之宝的首席履行官以前，是威世智的卖力人，其时该板块营业于履历了6年的持续增加后堕入阻滞。在是Chris Cocks使用年夜数据来阐发用户爱好和测试新品、调解营业，将该板块净收入从2015年他接办时的4.5亿美元年夜幅晋升到他2021年底升任首席履行官时的9.07亿美元。

于蓝图2.0中，孩之宝将用3年时间，耗资1亿美元来打造一个品牌数据阐发平台，触及完美原有数据平台、成立全新的通用数据云体系，利便公司员 工于产物研发、营销等全流程拜候和利用，所需IT团队范围上千人。而孩之宝也于本年4月请来了拥有资深数字化配景的Jason Bunge及Bertie Thompson来卖力公司的全世界营销和流传事件。

此外，视频游戏也是数字化的一个重点。作为转型的一部门，孩之宝但愿旗下原本的诸多桌游可以进入数字范畴，更慎密地毗连粉丝。好比万智牌现有的数字游戏Arena将会进一步扩展可用平台及开放地区，甚至思量推出数字藏品。

∆万智牌新系列《魔戒：中洲传说》于本年6月推出纸质产物，11月即上线视频游戏

固然，这一切的努力都是为了得到粉丝的承认。粉丝的气力是很强盛的。

好比于去年末，孩之宝试图更改桌游《龙与地下城》的开放授权和谈，但由于受到粉丝的尽力否决而作罢。

还有有热火的粉丝，他们会直言不讳地向公司表达他们对于产物的诉求等等。这都申明明晰解粉丝，细化需求并提供定制化办事的主要性。

HasLab就是一个很好的例子，它是孩之宝的众筹平台，为粉丝推出限量产物。

还有有就是去年造成业界惊动的Selfie系列，让粉丝于家顶用手机就可定制本身头像的IP玩偶，这些办事都年夜年夜晋升了粉丝的介入踊跃性及与品牌的黏连度。

末了，就是造就下一代粉丝。孩之宝想要连续成长，不仅要维护好此刻的铁粉群，更要开发新粉，而2 ~ 12岁的幼童恰是铁粉准备军。

以是孩之宝要两手抓，两手都要抓好。

来历：《中外玩具制造》杂志；编译：黄子婧

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CONNECT:[ UseTime:0.006984s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004571s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004053s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004339s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003970s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004027s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004563s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.003954s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004693s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003933s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004539s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004011s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004017s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003963s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003977s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003988s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003940s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003973s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003970s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004109s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003993s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004134s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003974s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004022s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004543s ]SELECT * FROM `ta_article` WHERE `id` = 197 LIMIT 1 [ RunTime:0.004436s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004045s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004075s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004494s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.006942s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004059s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004063s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004097s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004151s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003987s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.004016s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003918s 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1 [ RunTime:0.004029s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004271s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.004051s ]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:0.004466s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003975s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003942s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004018s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003965s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004097s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004006s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003939s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004010s ]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:0.004783s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004036s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004013s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004019s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004011s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004054s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004006s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004136s ]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:0.004705s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003993s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004002s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003977s ]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:0.004461s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003999s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004006s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004032s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004114s ]-必一运动官网