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）

于本年已经颠末去的8个月里，营销范畴频出乐成的联名营销案例，再次凸显了联名营销的热度与有用性。比拟此前联名营销刚鼓起时，各行业“剑走偏锋”的联名，本年各年夜品牌于选择联名时再也不猎奇，而因此高适配度、深度互助为主。经由过程这些乐成的联名案例，也可以窥视联名营销的潮水趋向。

趋向一：茶饮品牌联名至多

最近几年，各类网红茶饮品牌层见叠出，如喜茶、奈雪的茶、茶颜悦色、茶理宜世、蜜雪冰城、茶百道等。茶饮品牌深知流量的主要性，热中在联名，同时因自带流量，也是浩繁品牌联名互助的对于象。据不彻底统计，本年上半年茶饮届的联名频率不下30次，联名对于象笼罩经典动画、影视作品、热点游戏等IP，以和黄金、珠宝、豪侈品等品牌。

代表案例1：喜茶×Fendi

本年以来，最出圈的茶饮联名案例，非喜茶与Fendi联名莫属。

5月17日，喜茶于官方微博发布了与豪侈品牌Fendi的联名互助。本次联名中，喜茶推出了4款限制甜点、“FENDI喜悦黄”特调奶茶，采办2杯联名奶茶能得到联名徽章或者杯垫；Fendi则是于北京·Temple东景缘的FENDI“hand in hand”匠心艺术展，设置“hand in hand茶馆”和具备中国彝族特点的限制产物体验，以表达敌手工武艺及本地传统文化的敬意。

∆喜茶与Fendi联名产物

联名动静一出，马上激发了泛博网友的存眷。喜茶官方小步伐、多家门店都呈现联名奶茶售罄的景象，甚至小步伐一度堕入瘫痪状况。因为联名产物、包装袋都是根据Fendi极简高奢感举行设计，彰显时尚及质感，被网友评价为“最平价的豪侈品”“只要19元就能拥有的豪侈品”。

代表案例2：蜜雪冰城×《蛋仔派对于》

一个是拥有极高国平易近度的冰激凌-茶饮品牌，一个是本年日活跃用户最高的手机游戏，蜜雪冰城与《蛋仔派对于》的联名可谓双顶流的互助。并且此次两边联名互助弄法多样，至心统统。

以“万物皆可蛋仔化”为起点，联名两边提取蜜雪冰城“雪王”的洁白身体、蓝眼睛及红色国风披风等品牌标识要素，打造联动游戏外不雅“雪王”。这款外不雅不仅还有原了两边的品牌特征，更是蛋仔第一个免费的联动紫色品质皮肤，与蜜雪冰城“高质平价”的线路相吻合。

∆雪王与蛋仔同框起舞

两边以蜜雪冰城的洗脑神曲为基础，结合推出了“雪王蛋仔乐舞团”，不仅让蛋仔及雪王同框起舞，还有对于洗脑神曲举行魔性改编插手了“你爱我，我爱你，雪王蛋仔甜美蜜”“雪王蛋仔贴贴于一路”等歌词，并将《蛋仔派对于》中“eggy”“鸡蛋鸭蛋钱袋蛋”“弄快点”等台词铺陈在旋律中，放年夜两边的品牌特点。

蜜雪冰城还有将旗下的16家门店打造成《蛋仔派对于》主题店，消费者下单“蛋仔雪王联动套餐”可得到贴纸、徽章、杯套、外卖袋等周边，还有有时机抽取“雪王”外不雅。

此外，蛋仔与雪王人偶线下门店业务小戏院、互动意见意义动态条漫等内容都得到了超高的存眷度。官方还有招呼玩家开展二次创作，好比分享雪王主题舆图打卡表情、发布游戏内涵蛋仔雪王快闪舞台的团建视频等，进一步扩展了联名营销的影响规模。

趋向二：经典影视IP受青睐

跟着影视剧出品方愈加剧视周边开发，影视IP于授权、联名范畴也愈来愈吃喷鼻。于选择互助的影视IP方面，大都品牌会选择正于热播、热度正高的，同时也有部门品牌会契合网友的念旧情怀，选择经典影视IP互助。

代表案例3：奈雪的茶×《武林别传》

豆瓣评分9.6的《武林别传》是国产剧的经典之作，是一代人的回忆，且至今仍是被不停重刷的电视剧。最近几年，与《武林别传》联名的品牌许多，好比玩具品牌拼奇，以和本年最知名的奈雪的茶。

3月17日，奈雪的茶官宣了与《武林别传》的联名互助。联名内容包括霸气榴莲系列茶饮、4款杯套、1款手提袋、1款贴纸、1套亚克力立牌、2款马克杯盲盒、2款玩偶挂件等，并有跨越30家的《武林别传》主题门店。这些周边产物都是缭绕《武林别传》的重要人物设计建造，凸显了人物的特色，深受网友喜爱。

∆奈雪的茶推出《武林别传》主题店

于周边以外，奈雪的茶还有推出了名为“同福喜获榴莲饮 碰杯幸会有缘人”主题的条漫，将奈雪的茶、榴莲茶饮与《武林别传》的人物、场景相交融，揭示了佟掌柜、白展堂、郭芙蓉等“品鉴”榴莲茶饮的场景。

本年以来，与奈雪的茶×《武林别传》相近似的联名还有有ThinkPad 与《变形金刚》、喜茶与《笑剧之王》、未和与《甄嬛传》等。

趋向三：玩具品牌成联名新贵

玩具品牌正于成为品牌联名的新选项，特别是知名度较高的品牌、已经经形成IP的品牌、旗下拥有浩繁自有IP的品牌等，更是重点联名对于象。好比泡泡玛特、52TOYS、未和积木等都是热点的联名玩具品牌。

代表案例4：好利来×芭比

本年，受《芭比》年夜影戏上映的影响，芭比的社会存眷度也连续走高，是以吸引华伦天奴、Keep、名创优品、Zara等品牌与其互助。此中，好利来与芭比的联名遭到极高的存眷。

芭比的凸起特色就是“芭比粉”，好利来充实使用这一特色，推出了3款创意糕点，且每一款都带有浓烈的芭比气味。“星之芭比”，采用星星的造型，搭配粉嫩配色的夹心；“芭比派对于”，以高脚杯造型设计，十分高级；“甜心芭比”则是粉色的奶油加之心形外框LOGO，粉与黑的色采搭配很是抢眼。

∆“芭比粉”的好利来十分抢眼

零丁看1款联名产物，感触感染可能不太较着，但将浩繁联名产物陈设于一路时，满屏高饱及度的“芭比粉”就会映入眼帘，声张的配色及造型设计很是抓眼球。这类配色对于喜欢的人而言可以或许引发其“奼女心”，对于不喜欢的人也会造成强劲的视觉打击，总之就是让人难以轻忽。

此外，好利来还有推出了芭比系列包装、手提袋，也是同一的“芭比粉”配色，很是抢眼；于碰见博物馆与美泰结合举办的“芭比之旅”展览中，好利来的产物也作为周边展出。

来历：《中外玩具制造》杂志

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CONNECT:[ UseTime:0.019217s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004876s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004214s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004433s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003998s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004066s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004426s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.003994s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004630s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003823s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004357s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003921s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003893s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003947s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004001s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003957s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003929s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003832s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003806s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003918s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003851s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003863s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003814s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003995s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004363s ]SELECT * FROM `ta_article` WHERE `id` = 156 LIMIT 1 [ RunTime:0.004227s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003947s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004057s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004329s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003859s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003903s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004039s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.005432s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.010270s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.009323s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.005461s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.008614s 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`id` = 17 LIMIT 1 [ RunTime:0.007818s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.007719s ]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:0.007712s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.006871s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.007502s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.007704s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004809s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.012533s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004713s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004865s ]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:0.005669s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004598s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004829s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.005515s ]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:0.005426s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004500s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004708s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.005536s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.005595s ]-必一运动官网