五月天“卜卜”毛绒玩具出圈，中国明星IP引爆消费新热点

Core Insights - The plush toy market is experiencing a surge driven by emotional consumption, with products like Jellycat's classic bear and the LABUBU series attracting significant fan engagement [1] - Star IP-derived plush toys, such as the "Bubu" from Mayday, are emerging as a new growth point in the market, showcasing strong sales performance during events like "Double 11" [1][4] Market Performance - The "Bubu" plush toy has surpassed sales of 12.7 million yuan, outperforming established brands like Jellycat and Disney during the "Double 11" shopping festival [4][5] - The official flagship store of "Bubu" sold over 80,000 units of a single item priced at 159 yuan, indicating robust consumer interest [4] Consumer Behavior - Fans view plush toys as emotional tokens rather than mere toys, with the "Bubu" toy serving as a cultural symbol among Mayday fans [9] - The emotional connection between fans and their idols drives purchasing decisions, with plush toys becoming a part of daily life and social identity [9] Market Trends - The plush toy market in China is expanding, with projections indicating a global market size nearing 77.7 billion yuan by 2029 [13] - Star IP plush toys are transitioning from niche products to mainstream offerings, indicating a shift towards large-scale operations [7] Challenges and Considerations - Quality control issues have been reported, with some plush toys experiencing defects, raising concerns among consumers [13] - The market faces challenges such as "hunger marketing" strategies and the risk of imitation products due to low manufacturing barriers [14] - Long-term success in the star IP plush toy market requires continuous innovation and the creation of diverse, emotionally resonant products [14]