第39届国际玩具和潮玩（深圳）博览会
2027年3月31-4月2日 深圳国际会展中央（宝安区）
4月9-11日，2026深圳玩具展 潮玩展于深圳国际会展中央昌大举办！本届展览总面积13万平方米，参展企业数达1495家，共吸引国内外77031名专业不雅众参加，同比增加6.5%；此中海外不雅众同比增加35%。
紧跟潮玩热潮，主理方连续于潮玩范畴发力，现场云集国内外知名潮玩品牌，展出浩繁热点潮玩新品，展现市场最新潮水趋向。
海量新品 人气火爆
2026深圳玩具展 潮玩展吸引了Funko、52TOYS、中动、卡游、简动、杰森、西姆斯、雷曦、洛克星球、KEEPPLEY、MOMOTOY、星月、星际熊、德必胜、亿奇创绘、WAY STUDIOS、优迈、JOYTOY、百星瑞、潮昇动漫、卡宝文创、梦设玩、漫娱贩/AET、次元界、果然有趣、图益、三月兽、双鹰、野想、联宇、凭川、同趣、艺模、衍创、摩卡丘、元气玛特、SIMONTOYS、亮片独角兽、漫游舱、圆野、奇点潮创、极作、三宝、英创、MINIDOLL、帕坭思等等国内外潮玩企业/品牌，集中展示盲盒公仔、手办、模子、布毛绒、可感人偶、雕像、积木、谷子、卡牌、解压、桌游等各品类潮玩。展会现场浩繁新品首发表态、各类情势勾当层见叠出，人气爆棚。
▌超多新品现场首发。4月上旬恰是浩繁潮玩企业宣布年度新品规划的节点，现场多家企业携首发新品表态。如MOMOTOY将新品发布会暨互助伙伴年夜会直接搬到了展位现场，人气火爆；吾独友偶现场发布2026年度新品草本秘境系列毛绒潮玩吊饰套盒；德必胜搭建新品发布间，集中展示“粉墨宝物”“丹宁音乐节”等主题系列产物；潮喀造物推出全新自有IP Kingknox，并现场发布该IP毛绒、BJD两年夜产物系列等。还有有超多品牌携灰模、监修中等产物表态，但愿借展会的时机，向同仁展示企业的新品计划、立异实力。
▌打卡体验堆积人气。潮玩企业很是器重与粉丝的互动交流，且善用各类时机为自有社交媒体账号堆集粉丝。本届展会现场多家企业推出互动打卡勾当，假如然有趣推出存眷指定小红书账号送限制冰箱贴、发布条记并带指定话题送限制桌垫/限制编织袋等勾当，吸引多量不雅众列队，展位人流川流不息；麦及文化的存眷有好礼、发布条记领购物袋、集赞抽盲盒等勾当很是受接待，不雅众于每一场勾当最先前就早早于其展位前列队等待；卡游、杰森等卡牌品牌现场设立对于战体验区，让往来不雅众切身体验卡牌对于战乐趣等。
▌潮玩年夜奖表扬立异。中外潮玩年夜奖展示区（12A01）集中展示2026中外潮玩年夜奖所有获奖产物，成为现场的“人气担任”。于展示区，预会不雅众可以看到各类凸显IP元素、布满科技感、交融传统文化、可玩性超高的潮玩产物，每一一款都是主理方精挑细选的卓异产物，代表着潮玩企业的立异、创意实力。
展现新潮水 新趋向
透过集中表态展会的海量产物，行业同仁不仅能筛选到合心意的、有潜力的产物，还有能更好、更和时地掌握行业的潮水与趋向。
▌质料交融富厚体现情势。搪胶毛绒的爆火为企业立异指了然一条新标的目的，行将差别质料举行交融，以富厚产物的体现情势。本届展会上，企业于质料交融方面的立异更上一层楼，好比艺模醉花间八音盒的主体部门以金属材质为主，而底座部门则采用木质质料制成；星月夜立体拼图是将木质、金属、亚克力三种材质实现交融。
abfun创造性地将木头与毛绒相联合，推出warmood小树灵挂件系列产物，其头部、身体、脚等焦点部门均为毛绒材质，而耳朵、双腿则因此木质材质制成，特别是双腿还有设计为可弯曲的分节样式，利便玩家将玩偶摆出更多造型。还有有魏雅婷、MINIDOLL等企业/品牌将皮料运用在玩偶的脸、手、脚等部位；立驰的“本汪不会放过你”系列则是为玩偶搭配一捆绳索，可以用来DIY绑缚、遛狗等场景；亮片独角兽的立方小伴是解压毛绒系列产物，外部为毛绒材质、内部为影象海绵等。
▌微缩模子从单品参加景。微缩模子依旧是行业热门，但差别在往年以还有原单品为主，本年更风行场景化的微缩模子，尤以美食、路边摊、咖啡馆、面包店、居家场景等最为富厚。每天向上的托盘美食系列，构建了山野鸡汤、牛排、甜品等用餐场景，高度还有原的锅、调料罐、勺子、油瓶等厨房用品，以和鸡、喷鼻菇、牛肉卷、牛排、蛋糕等食材，让人马上遐想到真实用餐场景；同趣的托斯特面包坊聚焦年青人超爱的面包店东题，以真实烤面包机为造型，店里设有陈设各类类型面包的展示柜、仿真收银台、闹钟，还有有可开法度门、模仿吐司弹出状况等动态设计；优优手做事情室推出葫芦微缩潮玩，以真实葫芦为载体，人工对于葫芦举行启齿、涂装，搭配沙发、梯子、书厨、书桌、壁画等超多仿真小配件，可自立装饰葫芦内部，打造专属葫芦潮玩等。
微缩模子品类市场，值患上存眷的还有有宠物主题。据参展商先容，当前海内的宠物经济快速成长，愈来愈多的年青人插手到养宠行列，由此动员了仿真宠物主题产物的热销，好比高度还有原真实猫咪动态的公仔玩偶、以猫架为设计灵感的拼搭产物等。
▌发力IP国潮实现文化赋能。“用文化做产物”是潮玩企业的典型特色，他们致力在打造有文化、有故事的产物，以此找到与消费者的共识，进而实现粉丝的堆集。
本届展会上，企业以文化做产物的体现之一是培育自有IP，好比皓奇乐的HAYO，主打各类经由过程心情通报情绪的设计，玩偶的心情活泼还有原差别状况下消费者的心情；联宇动漫的暴走洋火人，以经典洋火人形象为焦点，经由过程简朴的线条勾画出无穷的想象；52TOYS的NINNIC以鬼马、个性、天马行空为个性标签，是一个来自在孤傲小世界但自力乐不雅的脚色。此外，还有有星月玩具的 “口袋喵饼”、百星瑞的“圆眼小伙伴”，以和MOMOTOYS的MEMO、Diko、友森岛、MOBIBI、刺刺、双生元界、ZIIYA等浩繁原创IP均于展会现场表态。
体现之二是深挖国潮文化，好比海慧工艺品打造的“福罗罗”毛绒玩偶。该玩偶从十八罗汉罗致灵感，创作出福、禅、安三年夜系列产物，每一款产物衣服左下角都绣了字，以注解玩偶所代表的寄义。此中，福系列涵盖护、渡、净、舍、容、研6款，通报“同心专心一意一圆满 平生一福一欢乐”的祝愿；禅系列缭绕“一禅一念一平安 同心专心一境一悠然”的夸姣寄意，打造定、慈、念、寿、驯、威6款；安系列包括逸、诚、慧、寂、止、悦6款，寄意“一岁一安一自在 同心专心一暖一温柔”。
▌添加更多弄法拓宽利用场景。潮玩再也不以“无用”“静态”“摆件”为标签，可玩性、实用性被视为愈来愈主要的功效。WAY STUDIOS的变形金刚伴伴扣系列MINI太空盲盒，将变形金刚公仔放置于太空球里可作为挂饰，也可零丁将公仔拿出来把玩；钢达打造的鎏银/鎏金凤冠、牡丹冠、绯羽冠等，不仅是熬炼动手能力的拼装模子、是精致的保藏品，更是可穿着的古风头冠；奇奥积木KEEPPLEY的口袋派对于奇奥蛋仔弹跳主题产物，有两种弹跳模式可玩，既可单人顽耍，也可双人对于战。
潮昇动漫吉伊卡哇丛林时装秀印章系列可以真的盖印，满意集章喜好者需求；百星瑞本年主推豆袋（豆袋指填充各类类型颗粒的懒人沙发、减压玩具等）系列，使产物兼具挂饰、解压玩具多重功效；洛克星球打造的光动系列，让静态公仔于光能鞭策下摇摇晃摆；吻里的动态交互积木花，用“洒水壶”浇水便可让积木花绽开、灯光明起来，超有气氛感；福雕文化打造3D手绘喷鼻氛系列产物，将喷鼻薰与浮雕画相联合，让产物具有桌面摆件、冰箱装饰、扩喷鼻留喷鼻等多重弄法。
▌此外，潮玩与AI的联合愈抓紧密，诺拉、俊欧、玩物丛生、简嘟嘟、MOMOTOYS等企业/品牌均于测验考试将AI元素与潮玩相联合，从而使潮玩具有更强的互动性，能为消费者提供更富厚的情绪陪伴。
捕获新动态 新走势
于洞悉潮水趋向之余，行业也可以经由过程厂商市场结构计划、指望的洽谈互助对于象，相识整个行业的新动态、新走势。
▌寻求极致性价比，这是行业显著的成长标的目的之一。本届展会上，企业发布的新品价位使人惊奇，特别是终端价9.9元的单品尤其多。据多位参展商先容，此刻消费者更愿意为高性价比的产物买单，他们注重创意，也对于价格敏感，以是企业要争夺这些受众就必需同时于创意、品质、价格等多方面入手，打造出让消费者各方面都满足的产物。
▌器重终端陈设，以更好地展示产物、强化品牌认知。跟着市场上潮玩品牌数目激增，终端门店发卖的产物类型、品牌也愈来愈多，这象征着企业假如没能于终端有尤其抢眼的设计，很轻易“耗费世人”。是以，企业介入展会不仅带来了新品，还有展出了其设计的契合品牌、产物特色的终端陈设货架。
▌线上流量增加触顶，线下渠道备受器重。只管最近几年于传统电商以外，有直播、短视频、社交、二手、小步伐等电商情势呈现，但线上流量增速简直愈来愈慢。再加之疫情以后，更多消费者更愿意到实体店消费，以和潮玩作为情绪经济消费的一种，本就更合适实体店发卖等实际环境，以是企业对于线下渠道的器重水平不停晋升，纷纷将年青受众喜欢的实体发卖模式作为结构重点，好比快闪店、品牌专卖店、二次元主题店、书店、咖啡店等。
▌出海进程加快，更偏向测验考试新渠道。本届展会，参展商很是满足的一点是接触到较多的海外专业买家，有助在他们拓展海外市场。据相识，愈加多潮玩品牌以安身中国、面向全世界为前行标的目的，重点拓展市场大都因此东南亚地域为出发点，逐渐向日韩、中东、泰西等国度及地域延长。这类征象于本年将继承存于，并且因为海内市场竞争愈加激烈，会有更多企业将成长重点落于海外市场，经由过程TikTok、快闪店、品牌专卖店等情势，扩展品牌于海外市场的影响力，真正实现文化出海、品牌出海。（中外玩具网）
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