毛绒玩偶正以一股不可抵挡的"萌力"，悄然打开情感消费的新市场。无论是Jellycat巴塞罗熊年销超百万 的经典款，还是泡泡玛特旗下LABUBU等一众"萌物"，都在以毛绒玩具形态吸引一众粉丝。 如今，这股风潮更从成熟品牌吹向了明星IP——五月天旗下虚拟形象"卜卜"的毛绒单品，在今年"双 11"中表现抢眼，单一平台吸引超8万人加购。业内专家表示，兼具情感温度与粉丝效应的明星IP衍生 品，正逐渐拓出一片新的消费天地，有望开启新的市场增长点。 明星IP毛绒销量突破千万元 "带卜卜去看北京秋天的尾巴啦！"将一个"卜卜"毛绒玩偶放到金黄的银杏叶落叶丛中，网友拉维耶拍照 后社交平台上，不到1个小时就收获了10个点赞。 这只名叫"卜卜"的胡萝卜造型毛绒玩具，正在社交平台上频频亮相。"卜卜"全名"魔魔胡胡胡萝卜"，由 五月天主唱阿信与艺术家不二良共同创作，通过潮牌STAYREAL推出。圆润的胡萝卜造型配上大眼 睛，让它迅速成为"五迷"人手一只的玩具。 采访中，记者发现，对粉丝而言，毛绒玩具早已超越传统玩具范畴，成为与偶像之间的情感见证。这种 情感驱动的消费动机，远强于功能性需求。明星也常在演唱会等线下场景中强化这一联结，例如汪 ...

Core Insights - The 2025 "Double 11" shopping festival saw intense competition in the plush toy market, with the virtual IP "Bubu" from Mayday achieving remarkable sales stability, topping the sales chart for 516 hours and generating over 10 million yuan in GMV [1][4][11] Group 1: Market Performance - The plush toy market in China is projected to grow from 4.24 billion yuan in 2024 to over 7.72 billion yuan in 2025, indicating a significant increase in consumer demand [3] - The top-selling plush toy during the festival was the "Bubu" plush, which sold over 80,000 units at a price of 159 yuan, resulting in an estimated sales revenue exceeding 12 million yuan [2][4] - Other notable plush toys included "Hirono" from Pop Mart, which sold over 10,000 units at 499 yuan, and "Gabriel Rabbit," which sold 5,000 units at 399 yuan, showcasing a diverse range of popular products [2] Group 2: Celebrity IP Impact - Celebrity IP-derived products are increasingly meeting the emotional consumption needs of young consumers, with fans willing to pay a premium for emotional connections [3][14] - The success of "Bubu" and other celebrity IPs like "Zhou Keke" from Zhou Shen demonstrates the high engagement and loyalty of fan communities, which enhances the commercial viability of these products [3][11] - The market for celebrity IP plush toys has evolved from simple merchandise to a complex ecosystem involving independent store operations and pop-up events, indicating a shift towards scalable operations [1][3][20] Group 3: Investment Potential - The plush toys associated with established celebrities like Jay Chou and Lin Junjie have begun to show investment characteristics, with limited edition items fetching prices exceeding 1,000 yuan in secondary markets [18][22] - The strategic approach of celebrity IPs, such as the "Zhou Tongxue" IP, has led to collaborations with over 200 brands, generating cumulative sales exceeding 1 billion yuan, highlighting the long-term value of these products [9][20] - The evolution of celebrity IP products reflects a growing trend towards creating collectible items that serve as emotional investments for fans, further solidifying their market position [18][22]