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）

日历、书签、冰箱贴、杯垫、扇子、毛巾、四件套、杯子、饰品……跟着文创产物的商机被挖掘，市场上的文创产物愈来愈多，俨然一副“万物皆可文创化”的趋向。但于发卖量、收集声量方面，真正实现破圈、成为爆款的却未几。

究其缘故原由，重要是由于热中集齐某个品牌、文化内容所有文创产物的消费者是少数，更多的消费者是将文创产物作为一种记念品，采办时会思量是否需要、喜欢，亦或者者是否切合潮水等。而本文提到的三年夜文创品类，冰箱贴、雪糕、毛绒玩具即是做到了怪异设计与契合需求相联合，是以才能成为文创届的“扛把子”。

冰箱贴：契合网络爱好

小K（假名）是一名文化喜好者，特别对于中国汗青文化尤其感兴致。她观光天下各地的博物馆、到场各种文博相干的快闪勾当，并网络各类文物产物的冰箱贴。“海内的博物馆只去了一小部门，就已经经集齐了代表中国有名气的朝代的文物冰箱贴。”

小K将网络的冰箱贴根据年月/朝代划分，新石器时代的太阳石刻、鹰形陶鼎，夏商周的绿松石龙形器、后母戊鼎，秦汉的错金博山炉、长信宫灯，魏晋南北朝的永宁塔泥塑佛面、青釉羊身插器，隋唐五代的定窑白瓷执壶、石狮，宋元明清的瑞鹤图、万历金丝翼善冠、孝端皇后九龙九凤冠……一枚枚精美复刻文物的冰箱贴被整洁地摆列于画架上，宛若一幅揭示中原文明的汗青画卷。

∆网友于小红书晒出网络的冰箱贴

像小K如许喜欢网络文创冰箱贴的网友许多，并且网友们选择冰箱贴的尺度还有都纷歧样。有人用冰箱贴记载本身游览的萍踪，于是选择的是游览地的标记性修建或者代表景点，好比延安浮图山、长沙橘子洲头、北京故宫御膳房、重庆九宫格暖锅等主题冰箱贴。

也有人喜欢各类独具特点的冰箱贴，好比广州的白切鸡、蛋挞、醒狮包、肠粉、嫁女饼等食品冰箱贴，各年夜高校的校徽、讲授楼、标记修建物等冰箱贴，古代乐器、灯饰等主题冰箱贴等。

∆广东省博物馆推出的广宁玉雕鸡冰箱贴

外出游览采办冰箱贴已经经成为旅行中不成或者缺的环节之一。而冰箱贴之以是这么受接待，缘故原由是多方面的，好比它尺寸基本不年夜，利便携带，且可以贴于冰箱上做装饰，收纳利便；价格不高，单个冰箱贴的价格基本于百元之内，最低价格仅为十几元。

最主要的是，冰箱贴的建造愈来愈邃密，功效愈来愈有趣。高度还有原文物的冰箱贴，让网友有种把文物带回家的满意感；采用非遗武艺如掐丝搪瓷的冰箱贴，使网友感触中国传统武艺的崇高高贵；能动弹的冰箱贴成了解压神器，有事没事转一转，表情都好了不少；能做开瓶器的冰箱贴更是兼具装饰与实用在一体等。

∆陕西省博物馆的赤金走龙冰箱贴

∆故宫文创紫禁城四序冰箱贴

雪糕：网红打卡新潮水

于小红书上搜“文创雪糕”，恍如打开了新世界的年夜门，会不由自主地感触：本来雪糕可以做患上这么都雅！并且让文创雪糕与游览景区合影，更是成为当前年青人游览打卡的一种潮水。

∆雪糕与景点合影成为网红打卡新潮水

文创雪糕，顾名思义，是将文化相干内容与雪糕相联合而推出的产物。2016年，北京玉渊潭公园推出的樱花雪糕被认为是文创雪糕的“第一枪”。以后，各年夜都会、游览景区纷纷推出联合自身文化特点的雪糕，进一步鞭策了文创雪糕热潮。到2021年时，文创雪糕已经经成了各年夜景区的“标配”。

与平凡雪糕比拟，文创雪糕的特点重要表现于外不雅造型上。文创雪糕的造型多变，基本可以分为简约文字类，即联合必然的设计，将本地的地名或者景区名出现于雪糕上；代表修建类，如广州塔、莫高窟、天坛、黄鹤楼等修建物造型的雪糕，建造邃密，高度还有原修建物外不雅和细节，令人一眼便知道该雪糕来自哪里。

∆广州塔文创雪糕

代表动物类，即拔取景区知名度高的动物，于还有原其特点的基础上打造出的雪糕。最知名确当属年夜熊猫花花雪糕，只要晒出来就知道网友的游览地是四川成都。还有有北京野活泼物园的小熊猫雪糕、西湖景区的锦鲤鱼雪糕、圆明园的十二铜兽雪糕盲盒等，也都依附着高还有原度博得了网友的好评。

代表文物类，即以馆藏文物为原型打造的雪糕，凡是由博物馆/院推出，好比陕西汗青博物馆基在文物“西汉鎏金银竹节铜熏炉”“舞马衔杯纹银壶”“镶金兽首玛瑙杯”“杜虎符”等，推出了铜熏炉双色文创雪糕，以和灵兽系列的舞马衔杯纹银壶雪糕、镶金兽首玛瑙杯雪糕、杜虎符雪糕等。

∆灵兽系列·舞马衔杯纹银壶雪糕

笔者也曾经经打卡过游览景区的文创雪糕，味道与平凡雪糕并没有太年夜不同，价格却要高不少。按照小红书上彀友的分享，各地推出的文创雪糕价格纷歧，有些设计算为简朴的基本于15元摆布，而繁杂些的雪糕价格则会于30~40元摆布，基本处在旅客都能接管的领域。

毛绒玩具：满意抚慰情绪价值

这两年，依附着抚慰、满意情绪价值需求的上风，毛绒玩具的热度接连上升，而且呈现了多个爆款产物，此中不少来自文创产物，好比甘肃省博物馆的铜奔马毛绒玩偶、麻辣烫玩偶，哈尔滨南边小马铃薯毛绒挂件等。

实在，毛绒玩具一直都是文创产物的焦点品类，险些所有博物馆、游览景区都有推出各类主题的该品类产物。比拟市场上以原创形象、IP为主的毛绒玩具，文创毛绒最年夜的特色于在其既融入了文化内在，设计形象又很契合消费者需求。

∆中国国度地舆 博物文创推出的小圆宝系列动物毛绒

以当前很是火爆食品主题毛绒为例。跟着天水麻辣烫火爆全网，甘肃省博物馆敏锐嗅到商机，推出了“麻辣烫”毛绒花束，包括了丸子、蟹排、年糕、喷鼻菇、西蓝花等主题毛绒单品。并且不但是推出单品毛绒，事情职员还有会模仿真实点麻辣烫的流程，扣问客户口胃、撒上酱料、举行烹调，尔后再给到客户。云云独具特点的毛绒玩具，马上俘获了多量网友的心，相干产物一经推出便迅速售罄。

甘肃省博物馆发卖“麻辣烫”毛绒花束的历程有些近似“过家家”，看似有些幼稚，但采办毛绒玩具的消费者大都都是为了陪伴，但愿经由过程毛绒绒的触感得到抚慰与治愈。模仿麻辣烫遴选、结账、烹调的历程，对于这些消费群体而言何尝不是一种治愈与解压。

∆甘肃省博物馆“麻辣烫”毛绒花束

跟着这波食品毛绒热潮鼓起，其他地域也迅速跟进。福建的佛跳墙、山西的刀削面、绍兴的鲁迅臭豆腐、中山的石岐红烧乳鸽、西安的肉夹馍、姑苏的年夜闸蟹、新疆的馕及缸子肉、广州的干蒸……天下各地的美食全都变身毛绒玩具，不仅还有原度高，还有都做患上Q萌可爱，合适放于家里陈设，也能作为包包的装饰品。

∆各地都鼓起了食品文创毛绒热潮

回首最近几年出圈的文创毛绒产物可知，毛绒玩具本就属在极具治愈系的产物，于此基础上再增长文化内在及网络/过家家等弄法，使其可以或许更深地触达消费者，引起消费者的文化、感情共识，进而促进产物的破圈与发卖。

来历：中外IP授权 深圳展（ID:licensingchina）

文/Aries；图/小红书、品牌官方微博/天猫旗舰店

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