内容来源《2025年IP潮玩经济研究报告-艾瑞咨询》 IP潮玩被定义为具有高辨识度的独立知识产权属性的潮流玩具，其目标受众并非儿童，而主要面向成年人群体。与传统玩具不同，潮玩不追求可玩性或教育 性，但具有较高的观赏性、艺术价值和收藏属性。因IP的赋能，这类产品容易在网络上引发高话题度和影响力。 行业发展历经三个关键阶段：20世纪末至21世纪初的起步期，香港设计师Michael Lau推出首批"Gardener"系列公仔，引发设计师玩具热潮；2010-2015年的 探索期，中国本土潮玩IP开始崭露头角，盲盒形式从日本发端并成为主流玩法；2016年至今的成熟期，泡泡玛特将Molly系列引入中国大陆市场，推动行业 爆发式增长，潮玩品牌逐渐增多，进入多元IP繁荣期。 IP潮玩作为一种面向成年消费群体的潮流文化产物，正以惊人的速度重塑中国消费市场格局。根据iResearch艾瑞咨询最新研究报告显示，2024年中国IP潮玩 消费市场规模已达678亿元，预计2027年将突破千亿大关，2029年达到近1300亿元。这一蓬勃发展的市场背后，究竟隐藏着怎样的商业逻辑和增长动能？ 本文将从市场概览、典型案例、消费者洞察、社媒趋势及 ...

Investment Rating - The report does not explicitly state an investment rating for the IP toy industry Core Insights - The IP toy market is defined as high-recognition independent intellectual property toys primarily targeting adults, differing from traditional toys aimed at children [6] - The market is expected to grow significantly, with projections indicating that the Chinese IP toy consumption market will exceed 100 billion yuan by 2027, achieving a CAGR of approximately 11.3% from 2024 to 2029 [20][21] - The report highlights the evolution of the IP toy industry, noting its transition from inception in the late 1990s to a mature phase characterized by diverse IP proliferation and commercialization [10][11] Summary by Sections 01 IP Toy Market Overview - The IP toy market is characterized by its focus on adult consumers, emphasizing artistic value and collectibility rather than playability [6] - The market has evolved through various phases, including the initial rise in the late 1990s, exploration from 2010 to 2015, and a mature phase from 2016 onwards [10][11] 02 IP Toy Popular Case Studies - Pop Mart has transformed from a trend retail business to a leading IP commercialization entity, achieving significant growth through strategic partnerships and innovative product offerings [26][27] - The company has successfully navigated challenges, including regulatory changes, by adapting its product lines and expanding its global presence [26] 03 Chinese IP Toy Social Media Research - The social media presence of IP toys has shown a significant resurgence, driven by key events and new product launches, indicating a recovery in consumer interest [74] - The report notes the differentiation in social media strategies between platforms like Xiaohongshu and Douyin, with each catering to different consumer interests and engagement styles [78] 04 IP Toy Consumer Insights - The consumer base for IP toys is primarily young adults aged 15-40, with a focus on unique designs and collectible value [6] - The report emphasizes the importance of understanding consumer preferences and trends to effectively market IP toys [6] 05 Future Opportunities and Challenges for IP Toys - The report identifies potential growth areas within the IP toy market, including the rise of new IPs and innovative marketing strategies [20][21] - Challenges include regulatory scrutiny and market saturation, which require companies to continuously innovate and adapt [26] 06 Voice of Experts - Expert opinions highlight the importance of leveraging social media and influencer marketing to enhance brand visibility and consumer engagement in the IP toy sector [74][78]

IP潮玩经济 丨研究报告 前言： 玩具，不只是孩子的专属。如今，成年人也热衷于在玩具中寻找情感寄托，重温童年的快乐。随着消费能力提升、 Z世代崛起和文化消费升级，有文化内涵、情感价值、 和收藏属性的"潮玩"在玩具市场应运而生。随着潮玩行业从萌芽走向成熟，市场规模不断扩大，IP潮玩也逐渐成为市场 焦点。IP赋予玩具更多魅力和价值，成为独特的文化符 号。除了原创IP，IP也通过授权、改编等方式赋能潮玩行业，实现商业价值多元化延伸。这一热门风向促使我们将目光聚焦于IP潮玩行业，洞察IP经济获取成年人心智的商业密码。 本报告旨在全面剖析 IP潮玩的经济价值与发展潜力，通过梳理IP潮玩的发展脉络、产业链图谱及消费者偏好，深入分析行业头部品牌的商业模式与价值创造路径，以及从消费者端了解 I P潮玩定义 具有高辨识度的独立知识产权（ IP）属性的潮流玩具 " IP潮玩" 是指具有高辨识度的独立知识产权（IP）属性的潮流玩具。区别于其他玩具，潮玩的目标受众并非儿童而主要面向成年人，因其设计和制造 工艺较为考究而通常具有较高的观赏性和艺术价值。与其他传统玩具不同，潮流玩具不一味追求可玩性或教育性，但具有一定收藏及潮流属性，且因 ...

Core Insights - The article highlights the transformation of Dongguan from a "world factory" to a "trendy toy capital," driven by the rising global demand for Chinese original IPs and trendy toys [1][11] - According to Goldman Sachs, China's share of the trendy toy market in overseas markets is projected to increase from 3% in 2020 to 18% by 2025, indicating strong growth potential for the industry [1][11] - Dongguan produces 25% of global anime derivatives and 80% of China's trendy toys, showcasing its comprehensive industry chain from IP design to smart manufacturing and cross-border distribution [1][11] Industry Development - The trendy toy sector is experiencing a surge, with products like LABUBU's "Front High Energy" series becoming bestsellers [3][4] - Dongguan's manufacturing capabilities have evolved over decades, allowing it to quickly adapt to new product trends and maintain a competitive edge in the trendy toy market [4][6] - The city has established a collaborative ecosystem among its various districts, each specializing in different aspects of toy production, which enhances the industry's responsiveness [6][14] IP Creation and Brand Development - Many companies in Dongguan are shifting focus from OEM to developing their own IPs, recognizing the high profit margins associated with original creations [7][11] - The establishment of companies like Dongguan Duolang Cultural Creative Co. and ToyCity reflects the trend of nurturing original IPs, with ToyCity successfully launching 20 original IPs [8][11] - The article emphasizes the importance of original IPs for sustaining a company's vitality in the trendy toy industry, as seen with companies like Modonghe [13][14] Technological Integration - The integration of AI and digital technologies is reshaping traditional production processes, allowing for faster development cycles and more flexible manufacturing [9][19] - Companies are investing in smart manufacturing technologies, with projects like the 200 million yuan investment in a new smart factory aimed at enhancing production efficiency [9][19] - The collaboration between Dongguan and tech institutions aims to establish a talent training system for AI-driven toy design and manufacturing [19] Policy Support and Future Outlook - Dongguan has implemented various supportive policies to foster the growth of the trendy toy industry, including financial backing for original IP development and market expansion [15][19] - The establishment of the "China Trendy Toy Capital·Comic Expo Center" aims to create a hub for showcasing, trading, and incubating trendy toy products [15][19] - The article concludes that the future of Dongguan's trendy toy industry will revolve around AI, IP development, and international market expansion, marking the beginning of a new phase in its evolution [19]

Core Viewpoint - The article highlights the transformation of Dongguan from a "world factory" to a "trendy toy capital," driven by the booming demand for Chinese original IPs and the city's robust manufacturing capabilities [1][9]. Industry Overview - Dongguan produces 25% of global anime derivatives and 80% of China's trendy toys, establishing a complete industry chain from IP design to smart manufacturing and cross-border circulation [1][5]. - The market share of Chinese trendy toys in overseas markets is projected to rise from 3% in 2020 to 18% by 2025, indicating strong growth potential [1]. Manufacturing and Supply Chain - Dongguan's manufacturing sector has evolved from OEM to ODM, significantly enhancing its production capabilities and technical expertise, particularly through decades of experience working with global brands like Disney and Marvel [5][12]. - The city has developed a collaborative network among its various towns, each specializing in different aspects of toy production, which supports rapid response to market demands [5][12]. Innovation and Technology - Companies like Weisi are adopting modular approaches and advanced technologies such as 3D printing and AI to streamline production processes, reducing mold development time by 80% and overall production cycles from 60 days to 10 days [7][16]. - The establishment of AI technology sharing centers aims to integrate AI into toy design and manufacturing, enhancing the industry's innovation capabilities [16]. IP Development and Market Trends - The trend of developing original IPs is becoming a focal point for many Dongguan toy companies, with firms like ToyCity and Mo Dong He focusing on creating unique characters and stories to drive sales [6][11]. - The rise of Z-generation consumers is fueling demand for emotional value in products, leading to a surge in the popularity of original IPs and trendy toys [9][13]. Government Support and Future Prospects - Dongguan has implemented various supportive policies to foster the growth of the trendy toy industry, including financial incentives for R&D and market expansion [12][13]. - The city is positioning itself as a hub for trendy toy IP transformation, aiming to create a comprehensive ecosystem that integrates design, production, and sales [13][16].

2025年8月8日至11日，第十五届中国国际动漫博览会（以下简称"漫博会"）将在东莞市石排镇"中国潮 玩之都・漫博中心"举行，以"潮梦想出发"为主题，将"专业展"与"产业镇"融合，实现从单一展览场景 向全产业链园区的全新升级。 事实上，"梦想"早已生出坚实的翅膀。作为全国最大的潮玩生产基地，东莞生产了中国近85%的潮玩， 全球动漫衍生品1/4由东莞制造。其中，产业最为集中的便是此次漫博会承办地——石排镇。摩动核、 威斯潮玩、TOYCITY、大漂亮……在这些或硬核酷炫、或柔软萌动的潮玩中，石排的诸多企业是如何 演绎"潮"的？日前，南都N视频记者走进石排潮玩企业，探寻产业发展背后的潮流密码。 国潮兴起 立足原创IP聚合产业生态 进入摩动核动漫模型玩具有限公司（以下简称"摩动核"）展厅，4个近3米高的可穿戴机甲伫立在前，一 下子就吸引了记者的目光，它们正是原创动漫IP《星甲魂将传》中的热门角色吕布、关羽、赵云、孙悟 空。这些耳熟能详的英雄名将、神话人物，如今都换上了高精致涂装。 潮玩是动漫产业的重要载体，摩动核深谙此道。与一些传统玩具制造企业不同，最初进入行业时，摩动 核便没有做代工，而是瞄准了原创IP的赛道。 " ...

Group 1 - The core concept of潮玩 (trendy toys) emphasizes not only the playability but also the design, manufacturing process, and cultural attributes that appeal to young consumers [1] - The潮玩 market has evolved from its origins in Hong Kong and Japan to a global phenomenon, with significant capital influx and innovative gameplay such as blind boxes and capsule toys [1] -潮玩 culture is increasingly influential, merging traditional Chinese culture with modern trends and AI technology, thus enhancing consumer purchasing desire and expanding its reach [1] Group 2 - The 21st Cultural Industries Fair in Shenzhen serves as a key observation point for the development of the潮玩 industry, showcasing its cultural and commercial potential [2] -潮玩 is recognized as a cultural and social medium, allowing young people to express individuality and emotions, transitioning from mere toys to a content ecosystem [3] - Companies like 吾独友偶 and 微石文化 are leveraging traditional cultural elements to create commercial value, making culture more accessible and engaging for younger audiences [5] Group 3 - The潮玩 market is projected to reach a scale of 50 billion yuan in 2024, with a year-on-year growth of 30%, while the AI toy market is expected to grow to 10 billion yuan, increasing by 40% [5] - AI潮玩 products, such as the猪猪侠 AI plush toy, utilize AI algorithms and emotional analysis to provide personalized interactive experiences, enhancing emotional value for users [6] - The integration of AI with潮玩 is seen as a new direction for product development, aiming to deliver higher quality toys and richer content that provide emotional support and companionship [6]