当消费者说"买积木"时，心中往往想的是"乐高"。这个简单的消费心理，在精准揭示出乐高"品牌即品 类"统治地位的同时，也道出中国积木乃至潮玩在内的玩具企业共同面对的挑战。近日，森宝积木联合 创始人丁浩在接受北京商报记者采访时坦言，国产积木品牌深陷价格竞争，利润空间受限，难以支撑在 原材料、模具等硬件上的大规模投入，需通过国潮IP、大国重器等主题与消费者建立情感连接，用"软 实力"确立局部优势。实际上，潮玩盲盒的兴起，推动玩具从面向儿童的益智娱乐工具，演进为覆盖全 年龄段的情感载体与社交货币，并呈现出强劲的收藏化趋势。 转折发生在2019年。彼时，《流浪地球》在春节档上映，市场对该电影的高度热情，让原本在影视IP上 吃过亏的森宝决定试一试。大年初二，森宝开工，仅用时34天便完成设计、监修、生产、出货等工 作。"没有开一套新模具，全部使用老模具。"丁浩将森宝的快速反应，归功于其手握超7000套模具的资 本。 同时，2019年，森宝还携手中国船舶文化科技（北京）有限公司以及山东舰舰徽、舰标设计单位合作， 共同推出了高还原度的山东舰积木。至今，"山东舰的每次出海，我们对应的山东舰积木都会形成一波 销售高峰，"丁浩表示， ...

Core Insights - The toy industry is predicted to evolve towards four major trends in the next five years: emotional value, IP (Intellectual Property) materialization, male economy, and AI (Artificial Intelligence) toys [1] - The market size of China's toy and trendy toy industry is approximately 153.6 billion yuan, indicating significant growth potential [1] - The rise of derivative products related to popular IPs is creating a substantial market, with the example of "Nezha 2" generating over 300 million yuan in sales within a month [5] Group 1: Industry Trends - The toy industry is transitioning from niche to mainstream, with significant sales figures reported on platforms like Taobao, including over 1 billion yuan in derivative product sales in 2024 [1] - The focus of Taobao's toy offerings has shifted over the years, from maternal and infant toys to blind boxes, and now to plush toys, which have become the leading category [4] - The EDC (Every Day Carry) toy segment has seen a remarkable increase, with search volume up 532% and transaction volume up 345% year-on-year in 2024 [4] Group 2: Brand Development - The toy industry is moving towards brand-oriented development, with many manufacturers transitioning from OEM to brand marketing strategies [5][6] - The success of brands like Bubble Mart has demonstrated that high-value toys can be marketed effectively, influencing the industry's approach to pricing and value [10] - The concept of "brand equals category" is emphasized, suggesting that successful brands can dominate their respective markets, as seen with Lego and Bubble Mart [9] Group 3: Market Opportunities - The potential for new companies to emerge in the toy industry is significant, with the possibility of 3 to 10 new publicly listed companies in the future [13] - The industry's evolution from practicality to emotional value reflects changing consumer preferences for personalized and high-value toys [13] - The success of Bubble Mart has shown that Chinese toy companies can achieve substantial market valuations, although replicating its success may be challenging [13]