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

本周欧洲玩具业很是不服静。先有知名积木品牌Playmobil（摩比世界）裁人，后有木制玩具年夜厂HABA申请停业重组，此刻又传出了头号娃娃制造商Zapf Creation AG可能被美国玩具巨头MGA文娱并购的动静。

▍来历：中外玩具网（ctoy-gdta） 文/编纂：Jane/Salas

01“蓄谋”已经久？

本次MGA文娱并购Zapf Creation的行为并不是冒险。由于两边早于2006年就开展了持久的发卖互助。经由过程那次互助，MGA文娱德国子公司持有Zapf Creation 20%的股权，并得到Zapf Creation产物于南北美洲的独家发卖权，而MGA文娱则可以得到Zapf Creation于欧洲发卖渠道资源。本年，Zapf Creation更是借助MGA文娱新建立的动画事情室资源，预备推出BABY born主题动画。因而可知，两边互助已经久，而且互助患上相称痛快。

虽然今朝并购尚处在构和阶段，未告竣意向，但按照两家公司已往深挚的渊源，以和MGA文娱德国子公司今朝是Zapf Creation最年夜的股东这两点来看，好像变数不年夜。假如顺遂，估计并购将在2024年春天完成——这将使MGA文娱于娃娃玩具界的位置越发安定，颇有可能进一步挑战美泰芭比的一姐职位地方。

02低调的实力娃娃年夜厂

可能读者对于本次的并购对于象Zapf Creation其实不认识，重要是由于其重要市场于欧洲，且主营面向低幼孩童的传统育儿娃娃产物，名气不如产物受众更广、老板行事气势派头高调的MGA文娱，但实在力绝对于不容小觑。

Zapf Creation公司年夜楼（图源：wiki）

Zapf Creation在1932年于德国创建，至今已经有91年汗青。1958年于第二代交班人的领导下，开启国际化进程。旗下拥有两年夜知名娃娃品牌BABY born及Baby Annabell。

BABY born在1991年推出，是其时市场上少有的人类婴儿高度仿真娃娃。由于其仿真的细节及优异的产物质量，BABY born降生仅六年就成为德国最脱销传统玩具品牌，奠基了Zapf Creation欧洲领先的娃娃制造商职位地方。到2014年，更是成为德国头号娃娃品牌。该品牌至今已经于全世界卖出了2600万个娃娃。

BABY Born以市场上少有的人类婴儿高度仿真娃娃而著名

只管这个品牌已经经降生了32年了，可是一直寻求改造并未留步。除了了传统的育儿主题以外，还有推出了农场、邪术、迷你、欣喜开箱等差别的主题系列，力图贴合市场潮水。今朝该品牌依然是欧洲市场首屈一指的娃娃品牌。

BABY Born虽然扎根传统，但主题还有长短常富厚多样的 就于本年8月，Zapf Creation还有及MGA文娱互助，推出BABY born主题动画，捉住泛文娱的风潮，进一步增强其全世界品牌宣传力度。BABY born主题动画预报片截图 然后于9月，BABY born公布进军毛绒范畴，首款新品玩具小熊也出于主题动画中。 别的一个拳头品牌则是Baby Annabell，在1998年以电动功效为卖点推出，到2001年就风靡英国，成为该国头号娃娃品牌。按照NPD集团的数据，从2001-2007年这6年间，Baby Annabell一直盘踞英国热销女孩玩具的榜首，可见其人气。Baby Annabell育儿套装告白片截图03高调的美国玩具巨头 提及MGA文娱，信赖各人都不生疏。比拟起低调务实的Zapf Creation，MGA文娱则要高调患上多，不单单由于其产物受众更广、更热销，还有由于有着一个很是敢说敢做的老板Isaac Larian。 Isaac Larian17岁时，怀揣700多美元从伊朗来到美国，1979年最先创业，从事海外电子产物的进出口商业。到21世纪初，他将公司营业重心转向娃娃，换了全新的公司名，成为今朝的MGA文娱，以贝兹娃娃于玩具业打响了名堂。 2001年，MGA推出了标榜反传统的风行时装奼女玩偶贝兹娃娃（Bratz）并几乎赶超芭比，随后公司与美泰堕入了十年讼事之争；2006年，MGA收购小泰克；2016年，MGA推出的L.O.L.欣喜娃娃系列于全世界掀起了一股欣喜开箱玩具热潮，由此坐上全世界排名第五玩具巨头的宝座【点击查看】。MGA文娱开创人Isaac Larian Isaac Larian不仅敢闯敢拼，还有以敢说出名。他曾经于社交媒体In（领英）上暗讽业内的玩具公司将事迹欠安的缘故原由归罪到玩具反斗城头上，而本身公司就能够于玩具反斗城脱离后，依然连结高速增加的事迹，这是由于旗下原创玩具充足多，并不是仅靠L.O.L.欣喜娃娃支撑。于2018年美泰整年吃亏5.31亿美元的时辰，Isaac Larian曾经提出收购美泰公司；同年美国玩具反斗城重组掉败后，也向其提出收购邀约试图拯救；2019年再次向美泰提出并购提议，并于昔时上台领取年度玩具年夜奖时，向不雅众打号召的第一句话就是“谢谢列位，还有要感激美泰。”感激与敌手多年来的竞争，促成了本身的成长；并于获奖后接管媒体采访时，暗示玩具业界过在依靠授权，缺少立异：“诚实说，我认为玩具行业的近况其实不算好，由于只有很是少的公司，特别是中小型公司，愿意冒危害去投资或者者是摸索立异。”Isaac Larian于社交媒体In（领英）上发表斗胆言论（2018年截图） 他能如许说，天然有其底气。依附L.O.L.欣喜娃娃系列，MGA文娱持续三年得到美国玩具业年夜奖含金量最高的“美国玩具奥斯卡”中的“年度玩具年夜奖”，MGA文娱于2019年整年的全世界发卖额跨越50亿美元，高在其竞争敌手孩之宝及美泰公然的同年度全世界发卖额（二者昔时的全世界发卖额别离为47.2亿美元及45亿美元）。他将公司持久以来的乐成归功在长于立异，及勇于冒险。MGA文娱持续三年得到“美国玩具奥斯卡”中的“年度玩具年夜奖”（美国玩具协会官网新闻截图） 近一两年，MGA文娱最先涉足元宇宙、动画、游戏等范畴，加之此次并购Zapf Creation的动作，盘子铺患上相称年夜，但险些都是缭绕公司旗下的娃娃品牌睁开；产物品类方面，也推出了弄法相称新奇的毛绒系列，立异性统统。买一件患上两件的立异开箱毛绒Fluffie Stuffiez 如许的一家玩具公司，其后续成长相称使人期待。▍来历：中外玩具网（ctoy-gdta） 文/编纂：Jane/Salas

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CONNECT:[ UseTime:0.006404s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004434s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003928s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004157s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003755s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003828s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004389s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.003714s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004217s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003697s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004282s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003748s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003734s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003788s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003732s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003768s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003720s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003733s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003700s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003806s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003719s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003798s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003708s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003757s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004275s ]SELECT * FROM `ta_article` WHERE `id` = 175 LIMIT 1 [ RunTime:0.007965s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003839s 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`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:0.004141s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003772s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003738s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003706s ]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:0.004166s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003737s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003763s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003812s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003799s ]-必一运动官网