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）

从喜茶联名Fendi到瑞幸联名茅台，从肯德基联名三丽鸥到麦当劳联名华纳兄弟，联名营销于本年的势头是愈来愈猛，效果也愈来愈显著。作为当下最火的营销方式，联名营销让茶饮界疯狂、让豪侈品牌“下凡”，天然也吸引了玩具企业插手此中。

如今，玩具业的界限愈来愈广，不止有传统玩具企业，更有潮水玩具、保藏玩具等品牌，而他们不约而同地插手到联名步队中。中外玩具全媒体中央记者采访的4家企业，定位差别，于联名中饰演的脚色差别，联名勾当开展的方式就有差异，但患上益在企业的专心，收效不错。

IP方

代表企业：52TOYS

定位保藏玩具的52TOYS属在有IP、有产物的品牌。52TOYS开创人兼CEO陈威先容说，建立六年来，52TOYS基在自身产物与IP上风，连续摸索跨界品牌互助，与其他品牌配合创造新的消费产物、修筑新的消费场景、营建新的社交语境，以此吸引新的消费人群，同时为老用户带来新的消费体验。“今朝，52TOYS已经经与奈雪的茶、COSTA、元气丛林、伊利、平易近生银行、长城哈弗等食/饮品类、金融类、汽车类品牌告竣过跨界品牌互助，揭示了多元化的品牌形象。”

据相识，52TOYS通常为经由过程原创IP与其他品牌方举行联名。近期比力知名的联名是去年10月31日与奈雪的茶的联名。陈威先容说，他们集结两边上风，将52TOYS的原创IP Panda Roll（胖哒幼）与奈雪的茶应季推出的热饮新品可可茶举行联名，推出“熊猫榛喷鼻可可宝藏茶”。“奈雪的茶还有基在该IP，推出了主题门店、联名衍生品，带给消费者更沉浸、更多元的体验。此中，联名衍生品是限量发售，发售当天产物就迅速告罄。”

作为IP提供方，52TOYS于联名勾当中是不出产产物的，联名的产物都是由互助方卖力出产、发卖。但52TOYS会介入到营销推广环节中，好比会与各自范畴的达人互助探店等。

别的，52TOYS与互助方的联名产物凡是不是限量发售，但会限时，好比与奈雪的茶的互助为期一个月。而联名产物的价格也不会有太年夜的变更。“由于联名自己的目的起首于品牌层面，是为了借联名两边品牌各自的影响力，给对于方加持，便在两边涉及纷歧样的消费群体；其次是为了集结两边品牌的影响力，扩展产物销量，以是不会纯真春联名产物举行太年夜幅度的涨价。”陈威先容说。

∆52TOYS原创IP Panda Roll与奈雪的茶联名

产物方

代表企业1：华达威

漳州市华达威合金塑胶玩具备限公司（下称“华达威”）主营产物是合金车模，且正版授权车模占比力年夜。于联名勾当中，华达威走了一条“特点”的路，行将正版授权合金车模与潮水品牌的一些车款举行联名。

华达威发卖总监陈逸嘉先容说，他们已经经推出的联名车款包括奥迪R8 LMS车模联名潮牌AAPE车款、宾利领航者GT3车模联名潮牌AAPE车款、奥迪R8 LMS车模联名潮牌EVISU车款等。“于联名产物的前期设计时，必需思量怎样将潮牌的一些标记性的符号标识最年夜水平地表现于车的外貌；出产时最年夜水平保留设计的理念又能包管出产质量和外不雅的均衡等。”

据先容，华达威联名产物发售数目不受限定，但价格会比单品牌授权产物高约20%。发卖渠道重要为潮玩连锁店和玩具店。“联名产物的发卖量于发卖早期会快速上升，后期区域不变为通例品。”

陈逸嘉说，针春联名产物，公司会增强零售端客户的沟通，印刷有相干联名品牌标识的泊车场景，实现产物陈设的场景化，如许既可以经由过程品牌力去吸引消费者的存眷，也能够更好地展示产物外不雅和特征。

∆华达威打造终端场景化陈设凸起联名产物

代表企业2：未和积木

积木范畴最近几年频出优异新品牌，未和（Wekki）即是此中之一。公司CEO林薇先容说，未和在2021年推出原创IP“未和地产”观点，涵盖“真好小店”“一间公寓”“集友街”“童话镇”等原创主题产物系列。

此中，“童话镇”系列与英国V A美术馆告竣互助，推出“于逃爱丽丝”“玫瑰圆舞曲”等系列联名产物；“集友街”系列前后与王老吉、元气满满乳茶等品牌互助，推出“真下火凉茶店”“真元气乳茶店”等联名产物。

此外，未和还有于2022年与日本经典动漫IP“樱桃小丸子”互助，推出“小丸子的家”“甘味屋”“三松屋”“小丸子的店”等联名产物；本年又与国平易近影视剧IP《甄嬛传》告竣联名互助，推出首款桌游式积木产物。

“未和长于挖掘互助IP的潜于价值。”林薇举例说，与英国V A美术馆的互助，品牌其实不仅仅局限在“结合logo”层面的出现，而是从美术馆的藏品中辨认出“北欧童话”这一内容标签，并以此作为产物设计的起点，联合“童话故事”的内核与“童话书”的体现情势，创造了“童话镇”系列产物。

∆未和积木的“集友街”系列

IP与产物兼具方

代表企业：TOP TOY

2020年才创建的潮玩品牌TOP TOY，于联名营销范畴已经经算患上上“内行”——两年时间里，已经经及三丽鸥、迪士尼、“王者荣耀”“蛋仔派对于”“恋与建造人”、乐华文娱、“阴阳师”“及平精英”“三体”等近百个海内外知名IP打造出多款火热的联名产物，同时也与丰田雷凌、汤臣倍健BYHEALTH、五菱汽车、RIO、元气丛林、南丰朗豪均实现了授权异业互助。

TOP TOY属在拥有IP，又有能力打造产物的品牌，于是开展联名勾当的情势更多样。

详细来看，TOP TOY孵化的原创IP鼎力大举招财与汤臣倍健互助，于电商焦点节点推出联名的精致护肝片礼盒套装，线上线下举行多重宣推，于“618年中购物节”及“双11购物狂欢节”上架即售罄，成为品牌首个创超百万营销收入IP跨界项目。

∆TOP TOY独家IP跨界联名（汤臣倍健、Rio、暗区突围）

BUZZ也是TOP TOY孵化的原创IP。广汽丰田雷凌与BUZZ打造联名定制产物， 并在2022年于天下近20座都会开展联名快闪店巡演勾当，客流聚焦富贵商圈，联动线上营销，线下跨界互助硬广投放等，实现总暴光超3000W。

同时，TOP TOY也与外界的知名IP开展互助。好比与“王者荣耀”联名推出鲁班七号电玩小子、狮舞东方、星空胡想3款场景积木，销量2月内超万单，遭到了游戏粉丝群体的热捧。

TOP TOY企业卖力人暗示，联名产物会按照两边商定的出产数目举行发售摆设，价格险些及非联名产物连结一致。发卖渠道则需要联合商定的需求来确定：一是品牌方若将产物作为联名营销勾当和事务如年夜型发布会等短时间礼赠的耗损，也许不放到一样平常渠道售卖；二是品牌方想集中于年夜促节点，以必然数目的联名产物辅助刺激自有产物销量增加的卖点；三是也有联名产物太受接待而转为通例发卖款的案例。

怎样对待业内联名热潮？

采访中，玩企卖力人都充实必定了联名营销热潮的作用，并坦言联名营销确凿可以或许有用且迅速地扩展联名品牌于两边用户中的认知度，有用晋升品牌影响力。

“于未和看来，海内市场IP联名热的暗地里，是国产物牌撬动成人玩家的市场需求。”林薇暗示，近来十年，80后、90后、00后成为国产积木市场消费者的增加主力，而成人玩家对于在产物出现的原创设计、审美、文化价值等要求也愈来愈高。怎样连结成人玩家对于积木的热忱、吸引更多玩家，是国产积木品牌配合面对的课题。而IP互助是解题思绪之一。“未和的‘童话镇’系列、‘甄嬛传之出发吧娘娘’等产物的热卖，验证了IP盈余于积木品类中具备的贸易价值。”

同时，未和对于在IP联名伙伴的选择，其实不只注重IP自己的流量或者影响力，越发注重IP是否贴合品牌自身定位、气势派头的一致性、与积木产物的联合度等。

TOP TOY企业卖力人则夸大，联名不克不及成为品牌的重要竞争手腕，还有是要看重新品牌内在设置装备摆设及立异设计能力的晋升，存眷产物的实用性及设计感，不成过分依靠IP观点来吸引消费者，以避免被责怪“消费陷阱”。

更多关在玩具行业联名营销、餐饮企业打造联名玩具套路的报导，请存眷《中外玩具制造》杂志2023年9月号。

来历：中外IP授权 深圳展（ID:licensingchina）；作者：Aries

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CONNECT:[ UseTime:0.006815s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004792s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004198s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004758s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004195s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004264s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004842s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.003985s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004505s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003934s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004708s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004041s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004028s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004021s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003908s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004054s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004056s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003983s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003879s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004004s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003929s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004129s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003996s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004063s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004555s ]SELECT * FROM `ta_article` WHERE `id` = 158 LIMIT 1 [ RunTime:0.006088s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004097s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004073s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004367s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003974s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003930s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004084s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004037s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004072s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003918s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.003966s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003927s ]SELECT `id` FROM `ta_cate` WHERE `module_id` = 19 [ RunTime:0.004075s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004753s ]SELECT * FROM `ta_field` WHERE `module_id` = 6 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004219s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004104s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004017s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 6 LIMIT 1 [ RunTime:0.003972s ]SHOW FULL COLUMNS FROM `ta_users_type` [ RunTime:0.004482s ]SELECT `id`,`name` FROM `ta_users_type` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003898s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '1' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004007s ]UPDATE `ta_article` SET `hits` = `hits` + 1 WHERE `id` = 158 [ RunTime:0.015236s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004018s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004232s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.004060s ]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:0.004434s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003981s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004008s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004039s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004000s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004747s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004050s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004021s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003947s ]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:0.004490s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004611s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003989s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003957s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003937s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003907s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004035s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003984s ]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:0.004476s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003909s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004011s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 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` = 20 ORDER BY `sort` DESC [ RunTime:0.004509s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003980s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004043s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004063s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004072s ]-必一运动官网