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

近来一周以来，泰西玩具市场重组、并购动静频传。日前，加拿年夜玩具巨头斯平玛斯特（Spin Master）公布将以9.5亿美元（约合70亿元人平易近币）现金收购美国头号木制玩具品牌玛丽莎安德（Melissa Doug），这也是斯平玛斯特公司汗青上金额最高的收购案。

▍来历：中外玩具网（ctoy-gdta） 文/编纂：Jane/Salas

0132年持续增加的实力品牌

玛丽莎安德在1988年由伯恩斯坦（Bernstein）匹俦创建，以伉俪两人的名字玛丽莎及德来定名。创建以来所有的产物皆于美国总部完成设计事情，涵盖经典的木制玩具和仿真过家家游戏套装、益智成长玩具、艺术 手工玩具及拼图等几个年夜类，夸大开放式弄法、引发儿童想象力及创造力。

玛丽莎安德开创人匹俦

玛丽莎安德于全世界约有数百至千名员工，于中国及印度皆有分公司或者服务处。此中，2006年于中国设立全资子公司玛丽莎安德儿童用品（深圳）有限公司【曾经用名：艾希尔企业治理参谋（深圳）有限公司】，重要从事亚洲地域的采购、批发等营业，于一些具备范围的零售商如玩具反斗城、天猫等均有发卖。

天猫旗舰店截图

玛丽莎安德曾经取患上一个很是了不得的成就——持续32年得到事迹增加。老板娘Melissa于2021年的采访中吐露，三十余年来，公司一共设计、推出了5000余款产物，曾经经屡次得到各种玩具奖项，属在美国头部梯队、以致头号木制玩具品牌。

按照斯平玛斯特召开的发布会资料显示，玛丽莎安德2022财年的发卖组成以过家家游戏为主，占总发卖额的42%，其他板块的占比别离是：益智成长玩具20%、艺术 手工玩具18%、拼图7%及户外和勾当游戏2%。2022全财年75%的收入来自在2017年和更早前推出的产物。

玛丽莎安德重要产物品类 据相识，斯平玛斯特恰是看中其品牌于开放式、创意和成长玩具范畴品牌的高佳誉度；其环保理念迎合了当前家长对于环保木制玩具和离屏（即放下手机、平板等电子屏幕）游戏的爱好；持久的盈利能力；增补斯平玛斯特于木制玩具方面的空白，并扩展公司于早教范畴的影响力。02启动学龄前板块结构 本年以来，斯平玛斯特旗下专注在投资并购的子公司Spin Master Ventures (SMV)，就最先了对于婴童、学龄前范畴的结构动作。7月领投美国母婴品牌Lalo（直面消费者品牌）。该品牌今朝已经推出包括婴幼餐椅、餐具、玩具、家具、纺织物等品类，还有陆续延长至洗浴用品、健身架等品类。 而从斯平玛斯特最新的季报显示，学龄前地点的板块收入最高（2023年第二季度收入1.81亿美元，占玩具板块总收入46.49%）。2023年第二季度财报新闻稿截图 而增速最快的品牌也属在学龄前——盖比的娃娃屋（Gabby’s Dollhouse），到本年6月，已经经累计卖出100万件相干玩具。本年前半年，全世界发卖额同比增加61%。别的斯平玛斯特旗下一标记性品牌——汪汪队立年夜功也属在学龄前板块，本年恰逢其降生10周年庆。盖比的娃娃屋是上半年独一赚钱的品牌（斯平玛斯特财报） 事实上，发力低龄小童范畴，好像是2021年最先于海外玩具业呈现的一个潜于风向——许多厂商是抱着“造就将来消费群”的心态于努力。孩之宝高层就曾经于谈和公司将来决议计划时明确亮相，虽然今朝公司增加由年夜童群体鞭策，但婴童恰是将来的年夜童，造就将来粉丝群很是主要。许多玩具商选择将本来的年夜童、中童产物面向婴童群体革新。孩之宝就新推热火小童线（Nerf Junior），把本来合适8岁以上玩的热火软弹枪春秋降到了6岁如下；其老敌手美泰也不甘人后，推出合适3-6岁小童玩的时尚芭比（My First Barbie），弥补小童范畴只有婴儿类娃娃而无时尚娃娃产物的空缺；桌游巨头睿偲，也于备受接待的重力轨道（GraviTrax）品牌线下新增小童副线（GraviTrax Junior），携原品牌之威开拓新范畴；此外，MGA文娱也规划收购主营低龄育儿娃娃的欧洲头号娃娃制造商ZapfCreation……（点击回首）睿偲重力轨道小童版 不止玩具商，IP方也一样抱着近似的心思，纷纷于原人气IP的基础上，推出头具名向3-6岁小童的幼教IP，提早抢占市场。远一点的有2021年的《蜘蛛侠及他的神奇伴侣》（Spidey and His Amazing Friends）；近一点的有本年4月首播的《少年绝地历险记》（Young Jedi Adventures），它乃IP吸金王“星球年夜战”衍生的儿童幼教动漫IP；还有有DC漫画也宣布了及企鹅兰登书屋互助，推出学龄前儿童动作系列册本《蝙蝠车》（Batwheels）并将同步于动画有线平台（Cartoon Network）播出同名动画片。星球年夜战衍生的儿童幼教动漫《少年绝地历险记》 更有甚者，直接跨界进入婴童用品市场。好比筑愉（ZURU）在2021年推出纸尿裤品牌Rascal and Friends，于宝洁等巨头的夹击下取患了不错的成就，推出首年就实现了1亿美元的发卖收入，并估计增加潜力可不雅（点击回首）。

03斯平玛斯特的并购扩张路

最近几年来，斯平玛斯特加速了经由过程并购扩张的脚步。斯平玛斯特全世界总裁兼首席履行官Max Rangel暗示：“咱们一直于寻觅时机经由过程成心义的收购来增强咱们的立异产物组合。”

斯平玛斯特玩具板块的焦点品牌

▌1. 数字游戏范畴。自2016年收购Toca Boca Sago Mini最先，开启其于数字游戏范畴的结构，2020年收购了鲁比克魔方（点击回首），然后于2021年10月建立了一家专注在投资并购的子公司Spin Master Ventures (SMV)，在2022年快速倡议了对于加拿年夜拼图企业4D Brands International、数字游戏公司室Nørdlight及自力桌游事情室SolidRoots这3起并购，可见斯平玛斯特想于游戏范畴（不管是实体的还有是虚拟的）发力的用意。

斯平玛斯特数字游戏板块进程（投资者日资料截图）

▌2. 电动智能。最近几年于智能玩具收购方面，最受瞩目的就是美国科技公司创首国际旗下的智能玩具品牌赫宝（HexBug）（点击回首），将其智能玩具技能融入到旗下原有全品类产物中，增强斯平玛斯特于智能玩具这一新兴范畴的安身点。 可以说，斯平玛斯特的乐成，除了了一起走来的各类立异产物（如气压式飞机品牌Air Hogs、飞天小花仙Flutterbye Fairy、哈驰邪术蛋Hatchimals等）以外，也离不开其频仍的收购。这些并购不仅给斯平玛斯特带来立异产物、技能及人材，还有有当地化运营的经验，付与公司更多元化的世界不雅，拓宽国际影响力。 ▌下面是中外玩具全媒体中央按照公然资料收拾的斯平玛斯特最近几年并购列表：▍来历：中外玩具网（ctoy-gdta） 文/编纂：Jane/Salas

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CONNECT:[ UseTime:0.006533s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004728s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004029s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004422s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003777s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003830s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004397s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.003765s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004384s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003844s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004383s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003779s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003800s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003757s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003754s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003719s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003786s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003784s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003739s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003857s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003735s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003819s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003697s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003768s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004349s ]SELECT * FROM `ta_article` WHERE `id` = 177 LIMIT 1 [ RunTime:0.008001s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003796s 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`id` = 17 LIMIT 1 [ RunTime:0.003674s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003731s ]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:0.004300s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003721s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003705s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003747s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003675s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003688s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003731s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003719s ]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:0.004429s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003693s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003749s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003716s ]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:0.004226s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003727s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003707s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003750s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003779s ]-必一运动官网