The new trend of emotional consumptionThe plush toys, this "cute" product, is quietly leading a new trend in emotional consumption. They all capture the hearts of many fans with their unique plush forms. Now, this craze has spread to the field of celebrity IPs. Celebrity IP derivatives, with their profound emotional depth and strong fan effect, are gradually opening up a new consumption market and are expected to become a new engine for market growth.
The reasons why plush toys are popularStar IP derivatives are not a new phenomenon. However, as society evolves, the forms of these derivatives have shifted from simple endorsement products and own goods to more companion-oriented products. Star IP derivatives have opened up new development paths. They have transformed into plush toys, presenting unique personalities and a warm, companionable image, and have integrated into the daily lives of fans.
Cuddly toys are highly popular due to their warm companionship qualities and social display features. These toys possess a unique "warmth" and are extremely endearing. Their companionship attributes far exceed those of ordinary rubber dolls. They not only carry personal emotions but can also, like LABUBU, serve as trendy accessories to showcase the "glamour of social attributes", making fans stand out as the most dazzling focus in every street corner. This emotional connection is precisely the core driving force behind the continuous attraction of consumers for these products.
Opportunities and Challenges in the MarketMarket Growth and Potential
The plush toy market is entering a new phase of growth. According to a report by Zhongyan Puhua Industry Research Institute, the Chinese plush toy market has reached a considerable scale and continues to expand. The global market has immense potential. Looking ahead to 2029, the total size of the global plush toy market is expected to approach 77.7 billion yuan, with significant potential in the Chinese market. Currently, star IP plush toys are rapidly rising from a niche market, indicating the opening of new growth spaces.
◇ Challenges Faced
However, the vigorous growth of the market is accompanied by a series of challenges. Some fans have found that plush toys purchased for 100-200 yuan often have quality control issues such as loose stitching and deformation. The strategy of limited release has been questioned as "hunger marketing", which instead has driven up the price by scalpers. At the same time, some consumers have pointed out that certain star IP images lack uniqueness and the design appears overly homogeneous.
Strategies for long-term operation
Industry experts point out that to operate a star IP, one must first create an image with depth and a sense of companionship, and then gradually promote commercialization. In order for star IP products to shift from being "driven by traffic" to having long-term value, continuous content creation, cross-border cooperation, and commercial implementation capabilities are essential. Additionally, Zhang Shule warns that the market for star IP derivatives is not all smooth sailing. These products are highly dependent on the popularity of the star. Once the star's influence wanes or negative events occur, it can trigger a chain reaction. At the same time, due to the relatively low manufacturing threshold for plush toys, there are likely to be a large number of counterfeit products in the market, which may damage the market position of official products. Therefore, the key to long-term operation lies in constantly launching diverse, warm, and individualized products to continuously stimulate fans' consumption enthusiasm and create new consumption scenarios.
