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）

这两年，于我国举办了多场国际性运动赛事——2022北京冬奥会、冬残奥会；第31届世界年夜学生夏日运动会；杭州第19届亚运会。于前两年夜运动赛事中，“冰墩墩”跻身顶流，与“雪容融”一路带热了吉利物经济；“蓉宝”多款周边产物热销，成为本年暑期档的出圈IP。那末，方才揭幕的杭州第19届亚运会又会于赛事经济、吉利物周边等方面带来哪些欣喜呢？

周边产物已经就位

与其他运动赛事同样，杭州亚运会的周边产物早就已经经于官方旗舰店及线下特许市肆发卖。周边产物是缭绕亚运会标记以和杭州亚运会吉利物“江南忆”（琮琮、莲莲、宸宸）设计及开发，品类笼罩面极广，总体凸起“潮”。

潮物方面，包括记念徽章 冰箱贴、记念邮票 邮品类、吉利物记念品、记念金 银、文具、创意挂饰、精美工艺品、手链/项链等。

∆吉利物运动姿式徽章

潮韵类产物重要有糕点、丝巾、领巾、茶具/茶叶。这傍边，龙泉青瓷和西湖浮雕的茶具都凸显了浙江特点。

∆龙泉青瓷茶具

潮糊口及潮服涵盖的重要是一样平常用品、衣饰等，好比马克杯、保温杯、箱包、晴雨伞、家居日用品、T恤、防晒衣、家居服、卫衣、配饰等。

∆吉利物马克杯

潮玩指的是玩具类，包括吉利物玩偶/抱枕及其他玩具。于这部门，值患上存眷的是，官方推出了低碳版的产物。以低碳版吉利物坐款公仔来看，该系列产物去除了了传统的纸盒外包装，保留三小只组合形象吊卡（也是防伪吊卡）。

整个出产历程中，工场全程利用光伏绿色电力，废水废气零排放，实现了出产全链路低碳减排的环保理念，得到了产物数字化零碳标签认证。

∆低碳版吉利物坐款公仔

另两款亚运会多彩吉利物吊饰、多彩吉利物公仔，都是使用出产历程中的残剩面料建造而成，是以每一个吉利物的颜色拼接都具备随机性。非同一外不雅反而增添了产物的怪异性。

∆亚运会多彩吉利物吊饰

热销单品有哪些？

截至今朝，“江南忆”还有未成为新一代的吉利物顶流IP，但杭州亚运会周边产物多种多样，热销的单品还有是有的。

小编按照杭州亚运会天猫官方旗舰店，统计了如下七类前两/三名的热销单品（数据统计截至9月26日）。

除了了表格中统计的产物外，还有有些单品销量很是不错，好比杭州亚运会指尖扭转中性笔销量9万+、茶息口罩销量3万+、吉利物折叠袋销量1万+等。

∆亚运会吉利物运动摆件

电竞IP有潜力

与往届比拟，本年的杭州亚运会于项目设置方面有差别，重要是新增了电子竞技及轰隆舞两个项目。特别是电子竞技，听说是要抽签才能得到采办门票资历的项目，并且门票早就已经经卖空了。

据相识，本届亚运会入选的电子竞技游戏包括《英雄同盟》《王者荣耀》（亚运版）《及平精英》《DOTA 2》《梦三国2》《街霸5》《FIFA Online 4》7款。

而亚运会官方也已经经缭绕这些游戏推出了一系列的“电竞特许商品”，如徽章、钥匙扣、贴纸、书签、文具套装、冰箱贴、口罩、手机包、丝巾、水杯等。

∆亚运会电竞特许商品

这些电竞特许商品的发卖量从几十到5000+不等，都不算多，但跟着角逐的举办，特别是中国队已经经拿下了亚运会《王者荣耀》的金牌，借使倘使可以或许掀起电竞热潮，对于周边商品的发卖一定会有必然动员作用。

别的，国际奥委会建立电子竞技委员会，象征着电竞入奥将不是胡想。如今，游戏IP已经经是授权、联名范畴的热点，将来电竞逐渐变为主流体育项目，游戏IP的热度只会更高，相干周边产物发卖也会跟着IP的热度水长船高。

谁是下个“冰墩墩”？

去年，“冰墩墩”乐成出圈，跃升顶流，让特许出产经销商赚的盆满钵满；年末，卡塔尔世界杯吉利物“La eeb”依附着“饺子皮还有是馄饨皮”的辩说刷了波存于感。一年时间里，前后两个运动赛事吉利物广受存眷，闪现了吉利物的经济价值，也让公共对于本年海内举办的两年夜运动赛事布满期待。

然而，成都年夜运会出圈的重要是“蓉宝”川巨变脸系列，吉利物的受存眷水平远不和“冰墩墩”。杭州亚运会周边产物发卖也不凸起，甚至比不上一些年夜热影视剧的周边销量。

∆成都年夜运会“蓉宝”川巨变脸系列热销

实在，吉利物不出圈、周边销量一般等征象于年夜型运动赛事中其实不少见。年夜型赛事的周边凡是是缭绕角逐相干元素、吉利物开发的，借使倘使角逐存眷度不敷、吉利物不敷出圈，那末周边产物发卖就不会太好。

以杭州亚运会来看，作为于中国举办的角逐，海内的存眷度比力高。如许的存眷度可以或许必然水平动员周边产物发卖，但不足以动员周边产物销量激增。要实现销量激增还有需要一只出圈的吉利物动员，“冰墩墩”就是典型代表——IP出圈使患上相干周边产物被疯抢。

杭州亚运会的吉利物是一组名为“江南忆”的呆板人，3只形象别离代表的是良渚古城遗迹、西湖、京杭年夜运河。这三者都是杭州的代表景点，知名度很高，但影响力、受喜爱水平比不上全世界顶流年夜熊猫。

∆杭州亚运会吉利物“江南忆”

杭州亚运会官方也于社交平台，推出一些视频、段子去宣传“江南忆”，但点赞量、评论数都不是很高；各个社交平台上关在吉利物的会商也未几。而吉利物热度、出圈水平不敷，天然没法动员相干衍生品的发卖。

总体来看，“冰墩墩”的乐成是天时人地相宜的成果，其乐成的经验可以参考，但没法复制。行业都但愿再造一个“冰墩墩”，但谁可以或许成为下个“冰墩墩”还有很难说。

来历：中外IP授权 深圳展（ID:licensingchina）

图：杭州亚运会天猫旗舰店/官方微博

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CONNECT:[ UseTime:0.007828s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.005447s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004752s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.005026s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004658s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004692s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.005047s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.004657s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.005064s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004573s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.005109s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004631s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004586s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004736s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004650s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004657s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004778s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004624s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004556s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004790s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004714s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004690s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.004517s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004634s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.005145s ]SELECT * FROM `ta_article` WHERE `id` = 166 LIMIT 1 [ RunTime:0.004828s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004628s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004609s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.005034s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004735s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004557s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004633s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004593s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004676s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.005173s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.004552s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004695s 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`id` = 17 LIMIT 1 [ RunTime:0.004566s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004539s ]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:0.005082s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004531s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004563s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004577s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004544s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.005054s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004551s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004891s ]SELECT 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