POPOP珠宝之后，泡泡玛特又闯入甜品赛道？

玩具前沿02-02

2026年初，泡泡玛特旗下独立甜品品牌POP BAKERY悄然亮相。同时推出星星人、SKULLPANDA冰激凌，DIMOO、LABUBU黄油曲奇，MOLLY巧克力等多款产品。一个以情感连接为核心的新消费版图正在展开。回顾泡泡玛特以往动作，独立珠宝品牌POPOP接连开店、主题公园频频刷屏、联名手机首销即告罄。泡泡玛特的IP正以惊人的速度，从盲盒走向生活方式的方方面面。其创始人王宁在近期节目中提到，...

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again?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"PMRTY":1.97,"09992":1.97},"content_text":"2026年初，泡泡玛特旗下独立甜品品牌POP BAKERY悄然亮相。同时推出星星人、SKULLPANDA冰激凌，DIMOO、LABUBU黄油曲奇，MOLLY巧克力等多款产品。一个以情感连接为核心的新消费版图正在展开。回顾泡泡玛特以往动作，独立珠宝品牌POPOP接连开店、主题公园频频刷屏、联名手机首销即告罄。泡泡玛特的IP正以惊人的速度，从盲盒走向生活方式的方方面面。其创始人王宁在近期节目中提到，潮玩的核心是提供“情绪价值”，而情绪本身已成为直接的消费理由。这意味着，承载情绪的容器可以是任何形态。甜品的高频、亲密，珠宝的贵重、仪式感，乐园的沉浸、体验，分别从不同维度强化了IP与用户的情感纽带。这与电商平台观察到的趋势不谋而合，商品的情绪价值、社交属性与审美认同，正成为撬动高溢价的核心支点。这种多触点的IP运营策略，与迪士尼的路径神似却又不尽相同。泡泡玛特似乎正在探索一条更轻、更快的路。它不依赖漫长且投入巨大的影视内容孵化，而是凭借鲜明的设计语言和成熟的供应链，直接让IP以多元的实体侵入生活。平台数据显示，IP的范畴正在持续扩大，从动漫游戏到影视综、艺术家、虚拟偶像，万物皆可实体化。泡泡玛特的实践，正是这股浪潮中的领头浪。然而，遍地开花的IP联名背后，隐藏着一个行业性的焦虑。许多公司仍处于“为IP打工”的阶段，销售收入的大头被授权方拿走，自身品牌壁垒脆弱。平台负责人曾提到过一种状态：让IP方以合作为荣，将授权金放在次要位置。这需要玩具商自身拥有强大的品牌力和市场话语权。泡泡玛特接连推出独立品牌而非简单联名，正是在构建这种话语权。POPOP珠宝和POP BAKERY甜品，其品牌资产完全属于泡泡玛特。这类似于平台在积木人赛道上扶持布鲁可的逻辑，通过定义一个新的品类，来定义一个强势品牌。王宁将公司产品称为“代表中国的土特产”，其底气或许正来源于此。当IP足够强大，它本身就能跨越文化，成为通用的情感货币。从潮玩到生活方式品牌，泡泡玛特正在完成从“畅销品”到“强势品牌”的关键一跃。从盲盒到甜品，泡泡玛特走过的路，为中国IP行业画出了一张充满想象力的版图。其本质是将IP从一种产品皮肤，升维为一种可装配进任何生活场景的情感模块。但无论如何，游戏规则已经改变。战争不再局限于货架，而在于谁能用IP，更精准地嵌入一代人的情感生活。泡泡玛特的故事，或许才刚刚翻开第二篇章。没看够？加入玩具核心群，直接开聊！群满了？加小编微信回复“玩具”关键词，拉您进群广播找人：做中国产业的观察者研究者参与者见证者深扎产业深耕自己，2025我们一起远行（上面是我们HR负责人的微信扫码直接聊）关注母婴行业观察内容矩阵get更多精彩内容↓↓","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; 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