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11日，第38届国际玩具和潮玩（深圳）博览会、第17届国际童车和母婴童用品（深圳）博览会、第7届国际授权和衍生品（深圳）博览会（统称“2026深圳玩具展 潮玩展”）于深圳国际会展中央圆满终结。本届展会为期3天，以超全品类产物、超多专业买家，为国内外同仁献上一场高品质行业嘉会，同时还有展现了行业成长的潮水、趋向与标的目的。
展会盛况
品类齐备 买家专业
2026深圳玩具展 潮玩展时期，1400多家国内外参展商带来了超多、超齐备的玩具、潮玩、母婴童、童车、授权和衍生品，满意各渠道专业买家的一站式采购需求。
本年展会的两年夜热门无疑是潮玩与AI，云集这两年夜品类产物的展馆/展区人气很是旺，往来咨询互助的人川流不息。此中，潮玩范畴最热品类是毛绒，涵盖毛绒公仔、搪胶毛绒、AI毛绒、木质毛绒、慢回弹毛绒等各类类型；主题更多样，包括人形、动物、食品、植物、车辆、IP等；AI玩具更多元化，其出品方以玩具 潮玩企业、科技企业为主，前者凡是于产物外不雅造型发力，AI技能则经由过程与方案办事商、年夜模子研发方互助获取；后者依附着软硬件方面的上风，可以或许付与产物更多功效、弄法，如养成系，让产物与孩子配合发展等。
依附着品类齐备、海量特点新品等上风，本届展会吸引的买家不仅数目多，并且更专业、更懂市场——多位参展企业卖力人暗示，展会上接触到许多来自俄罗斯、美国、印度、日韩、东南亚等国度及地域的海外买家，也有专作美国、欧洲、东南亚等市场的年夜买家，对于开拓海外市场颇有帮忙。
海内客户方面，年青的新面貌客户增长较着，且每一位客户都有本身的店，有助在企业将产物铺到更广泛的区域；很是器重创意性、差异化，只要承认产物的潜力，哪怕是草创品牌，也愿意互助；更懂互联网、自媒体时代的营销模式、发卖计谋，很是注重品牌于小红书、抖音、B站等平台的推广计划，以和线下快闪勾当的筹谋。
企业动向
全世界视线 多元结构
作为全世界头部玩具 潮玩专业展，2026深圳玩具展 潮玩展是企业向行业通报整年成长标的目的、将来计划的主要平台。
中国事全世界第二年夜玩具消费市场，亦是全世界潮玩风俗的引领者，于是愈来愈多的境外品牌加年夜了对于中海内地市场的拓展。美国知名潮玩品牌Funko对于中国市场器重水平极高，于展位上尤其设计专区展示“2026中国市场规划”，涵盖渠道共创、设计共研、本土相应、双赢将来等方面，特别是该品牌将联合中国本土的设计创意与消费需求，打造更合适中国消费者审美的潮玩产物。同时，Funko还有于展会上发布了全世界限量的Pingu企鹅家族愤慨的Pingu（Mad版）、漫威Marvel宁录（Nimrod），展会限制的DC/漫威处罚者、海贼王弗兰奇与犀牛号、星球年夜战洛塔猫等。
星月玩具不仅携自立研发的“三丽鸥”“驯龙妙手”“侏罗纪世界”等IP主题产物表态展会，还有展出了国际玩具巨头孩之宝旗下培乐多、热火、地产年夜亨、变形金刚等知名品牌、IP的产物，激发行业存眷；中国香港艺丰商业治理有限公司看好中海内地潮玩市场成长远景，展出了艺术家原创形象IP“MOMOLAND”系列产物，以和全新原创设计的WuFuu五行开运盲盒，但愿借此打开中海内地市场等。
于境外品牌鼎力大举拓展中海内地市场的同时，我国玩具 潮玩品牌则树立全世界视线，自动向海外市场进军。并且差别在过往采纳产物出口的模式，此刻愈加多的企业/品牌如52TOYS、中动玩具、卡游、集卡社、果然有趣、潮喀造物、德必胜、百星瑞、漫游舱等，都很是器重品牌于海外市场的影响力，对峙以自立品牌拓展全世界市场。除了了经由过程本地市场代办署理商、经销商铺货外，以TikTok为代表的新兴跨境电商、自建自力站、开设线下品牌专卖店、打造快闪店等成为更多企业/品牌结构海外市场的新选择。
最近几年，全世界玩具 潮玩市场的潮水趋向瞬息万变，仅深耕单一品类的谋划危害太年夜，以是开展多元结构以分管危害成为愈来愈多企业的选择，好比卡游于连续打造优质卡牌产物的同时，开拓了文具、毛绒、谷子等品类；简动文创和时按照市场变化调解产物线，推出小精良米粒系列产物，并联合知名IP，带给消费者全新网络、保藏体验；麦及文化产物线极其富厚，涵盖了腕表、戒指、项链、冰箱贴、搪胶毛绒、小夜灯、应援电扇等各类种别，凸显实用性、装饰性等。
潮水趋向
热门话题 本土IP
深圳玩具展 潮玩展是厂商洽谈互助的平台，更是洞悉潮水趋向的窗口。本届展会海量产物展现的行业新潮水、新趋向较多，较为显著的重要表现于产物研发标的目的与主题选择方面。
热门话题自带流量，更易使产物得到存眷、实现破圈，于是愈加多的企业会时刻存眷市场热门和变化，契合热门打造产物。详细做法有提早押注有“爆相”的作品，如《玩具总带动5》将在本年6月上映，基在前4部的高口碑，该片年夜几率会成为爆款并由此动员“玩具总带动”IP热度，以是实丰文化、52TOYS、华旺等企业/品牌均已经提早结构，将“玩具总带动”IP主题产物纳入计划；聚焦热点体育赛事，如F1赛车爆火成为年夜受存眷的运动，比美高、星辉、彩珀、咔搭等品牌掌握该赛事热门，推出F1赛车正版授权车模、积木等。
于玩具、潮玩IP化年夜趋向下，企业选择IP时不仅聚焦海外年夜牌IP、日本二次元IP，中国艺术家/设计师原创形象IP、经典国漫IP、文化IP等遭到较多存眷，好比极趣星河推出的杂乱森林系列产物是源自艺术家原创IP“DOKUNO”，定位无惧强权束厄局促，始终忠在本我初心；奇奥积木KEEPPLEY展会现场主推年夜国重器，展出歼-20S战斗机、新型长途战略轰炸机等军事积木新品；实丰文化与“乖巧宝宝”“超等飞侠”“喜羊羊与灰太狼”“熊出没”等中国原创IP互助，打造契合品牌成长标的目的、凸显IP特点的系列产物；人平易近教诲出书社从出书的经典图书中取材，孵化了“讲义中的鲁迅”“教小萌及教小淘”等IP，并推出盲盒、冰箱贴等衍生品。
受熬炼动手能力、揭示个性化、解压等需求年夜涨的鞭策，手工类/DIY类产物再度成为行业热门，并出现出新的趋向，好比金属拼装模子产物，拼装难度较高，但拼装完成后的成绩感也很高，于是很是受年青人喜欢；微缩场景系列产物，消费者可以根据仿单装饰场景，也可随心打造属在本身的专属场景；3D立体拼装系列产物，从静态到动态，兼具实用性与装饰性等。
同期勾当
揭晓年夜奖 主题分享
本届深圳玩具展 潮玩展的同期勾当很是富厚：从揭晓年夜奖声誉归属到多位行业代表的主题分享再到专家对于行业成长远景的前瞻洞察，每一一场勾当都主题光鲜、干货满满，让预会职员收成颇丰。
展会前一天（4月8日），2026中外玩具年夜奖、2026中外潮玩年夜奖揭晓获奖名单，展会时期，两项年夜奖别离于现场设置展示区，集中展示获奖和优异产物。此举于扩展产物暴光度的同时，也让更多行业同仁感触感染中国玩具 潮玩企业的立异力、创造力。3天的展会时间里，展示区始终人流如织，不少国内外专业买家还有自动扫描展示牌二维码或者前去展商展位，进一步相识企业/品牌信息。
展会首日的“2026全世界玩创峰会”，多位跨范畴精英齐聚对于话，中外玩具网现场发布《2026中外玩具潮玩趋向陈诉》，猜测全世界玩具 潮玩市场潮水趋向；还有有超实用的社交平台产物发卖指南，以和关在IP贸易化、网红等将来成长标的目的的切磋。
展会越日的“2026粤港澳年夜湾区品牌授权财产成长论坛”上，阅文集团、金添动漫、小黄鸭德盈、漫游舱等企业代表经由过程主题演讲，别离先容了企业实践的网文IP孵化路径、乐成打造IP趣玩的买卖经、借助AI重塑IP从创作到消费者全链路的测验考试、IP授权对于中国文化财产出海的助力等出色内容。
展会同期还有有“智玩新生态·AI启新程——2026AI玩具财产趋向论坛”，浩繁企业代表配合切磋AI玩具财产成长趋向、技能落地与实战路径等。“TikTok Shop玩具行业——2026年跨境买卖新时机分享”，TikTok相干卖力人参加先容平台当地托管新模式，阐发新模式下的新机缘。
此外，中外玩具网与深圳玩具展主理方双平台（视频号）于展会时期开展了共4场直播云逛展勾当，经由过程镜头让更多行业同仁、消费者相识展会动态、企业新品、行业潮水，累计不雅看人数超6万人。
更多展会、展商动态和行业新潮水、新趋向，请注意中外玩具网的后续报导。
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