What is toy IP? ——Analysis of popular concepts and market trends
In recent years, toy IP (intellectual property rights) has become a hot topic in the business and cultural fields. With the explosive growth of film, television, animation, games and other content, the value of toy IP has been continuously explored and has become the focus of attention of brands, enterprises and consumers. This article will analyze the definition, classification and market performance of toy IP, and attach hot topic data in the past 10 days.
1. Definition and classification of toy IP
Toy IP refers to the combination of intellectual property (such as characters or stories in movies, animations, and games) with toy products to form products with unique cultural value and commercial potential. According to the source and expression form, toy IP can be divided into the following categories:
| Type | Representative cases | Features |
|---|---|---|
| Film and television IP derivative toys | Marvel superhero figures, Disney princess series | Relying on popular film and television works, the fan base is huge |
| Animation IP derivative toys | "Demon Slayer" peripherals, "Ultraman" models | The characters are vivid and the audience is mainly young people |
| Game IP derivative toys | "Genshin Impact" blind box, "Glory of Kings" figures | The player group is active and the linkage effect is strong |
| Original IP toys | Bubble Mart blind box, L.O.L. surprise doll | Independent development, relying on brand operations and marketing |
2. Market performance and hot trends of toy IP
The market popularity of toy IP is closely related to the trends in the content industry. The following are toy IP-related topics that have been searched and discussed across the Internet in the past 10 days (as of October 2023):
| hot topics | Associated IP | Discussion popularity (index) |
|---|---|---|
| Toys derived from the "Barbie" movie are selling like hotcakes | barbie doll | 95,000 |
| "Genshin Impact" version 4.1 new character figures pre-sale | Genshin Impact | 87,000 |
| "Ultraman" 55th anniversary commemorative model released | ultraman | 78,000 |
| Bubble Mart and Forbidden City jointly launched blind box | Bubble Mart | 65,000 |
It can be seen from the data that toys derived from film and television and game IPs dominate, especially the linkage products of "Barbie" and "Genshin Impact" perform outstandingly. In addition, classic IP such as "Ultraman" has been reborn through anniversary activities, while the original IP Bubble Mart continues to attract consumers through cross-border co-branding.
3. Commercial value and future trends of toy IP
The core value of toy IP lies in its ability to transform the emotional resonance of the content into consumption behavior. Consumers are not only buying the toys themselves, but also paying for their favorite characters and stories. This model brings the following advantages to brands:
1.Extend content life cycle: Even if the popularity of movies, TV shows or games declines, derivative toys can continue to generate revenue.
2.Fan economic effect: Loyal fans are willing to pay a premium for limited editions or co-branded items.
3.Cross-border cooperation space: IP can be linked with other industries (such as clothing, catering) to expand business scenarios.
In the future, the development of toy IP may show the following trends:
-Digital integration: AR/VR technology will enhance the interactivity of toys, such as unlocking virtual content by scanning codes.
-Sustainability: IP toys made of environmentally friendly materials may become a new selling point.
-The rise of localized IP: The market share of Chinese original IPs such as "Bear Bears" and "Nezha" will further expand.
Conclusion
Toy IP is not only the combination of toys and culture, but also an important way to commercialize the content industry. As consumers' demand for emotional experiences grows, the market potential of toy IP will continue to be released. Enterprises need to keep up with hot topics and tap into the deep value of IP in order to stand out in the competition.
check the details
check the details
en
