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 number of "cross-border players" opening stores on Tmall's platform for trendy toys has surged fourfold in 2024, with a notable influx from the entertainment industry [1] - Star products, particularly those related to original characters created by celebrities, have gained significant traction, exemplified by the success of Zhou Shen's "Zhou Keke flagship store" during the 618 shopping festival [1][3] Group 1: Celebrity Influence on Trendy Toys - Zhou Shen's original character "Zhou Keke" achieved over 10 million in sales on its launch day, marking it as the first celebrity merchandise to break the 10 million mark during this year's 618 event [1] - The "Zhou Keke flagship store" ranked 18th on Tmall's trendy toy sales list, traditionally dominated by established brands like Pop Mart and LEGO [1] - Zhou Keke's plush toy saw over 40,000 items added to shopping carts, with only 800 units available, indicating a 2% chance of purchase akin to a lottery [3] Group 2: Brand Development and Market Trends - Zhou Shen's associated company registered multiple trademarks related to "Zhou Keke" and "Zhou Biao Biao" in August 2022, indicating a strategic move towards brand development within three years [3][11] - The rapid rise of celebrity merchandise sales is evident, with brands like Mayday's STAYREAL and the carrot-shaped IP "Bubu" becoming regulars on e-commerce hot sales lists [3][4] - The emotional connection between fans and celebrities is driving the success of these products, as seen in the collaborative creation of characters that resonate with fan communities [8][11] Group 3: Evolving Fan Economy - The fan economy is evolving from simple merchandise to more complex IP brand development, moving through various stages from basic merchandise to emotional engagement [18][19] - The successful integration of celebrity IPs into everyday life demonstrates the potential for these brands to transcend their origins and establish broader market appeal [17] - The case of "Bubu" illustrates a unique path where the character's development is closely tied to the celebrity's activities, creating a symbiotic relationship that enhances both the character's and the celebrity's market presence [21][22] Group 4: International Comparisons and Future Trends - The dual development of artist IP and character IP has been validated in markets like South Korea, where successful models like BTS's BT21 have set a precedent for integrating character creation with artist branding [22][24] - The trend of IP development is expected to extend beyond entertainment, with companies increasingly focusing on emotional fulfillment and diverse content creation to enhance product commercialization [26] - The rise of "trendy toy" culture represents a new paradigm in cultural consumption, promising to reshape market dynamics and consumer engagement strategies [26]