Why are plush toys the main force to promote corporate mascots?

Derivatives around the mascot IP are also booming, injecting new cultural and economic vitality into enterprises. Careful observation will reveal that plush toys are one of the essential forms for this kind of IP to enter the market, whether in international or domestic IP derivatives, so why are plush toys so favored by brands?

1. It is easier for consumers to have emotional connection.

The cute shape and soft texture of plush toys are very easy to make people feel intimate. Play house with children, listen to their inhumanity to others, vent their emotional ups and downs and so on. All the time close to their hearts is spent with them, and they are more likely to enter the hearts of consumers and have emotional connections.

2. Three-dimensional image presentation, moderate production cost, more conducive to IP promotion.

There are many derivatives of mascot IP. Plush toys are more stereoscopic than other graphic design products (such as clothes, books and bags). ), and they are also more moderate choices than FRP, soft pottery, resin and other materials. Based on the initial stage of brand promotion, plush toys are the best communication carrier from the perspective of promotion cost.

3. Various forms of interaction

Among the derivatives related to mascot plush, there are not only dolls and doll clothes, but also neck pillows, air conditioning blankets, pillows, hand warmers, paper towels, etc. 10 kinds of household items, which can be applied to different scenes, among which doll clothes have the best interactive effect. Real-life interpretation can convey the concept and culture conveyed by the brand in the form of action, and can also interact deeply with consumers to create a happy atmosphere for the event site. Dolls and household items can be used as gifts, giving back to old customers, giving away activities, arranging themes and selling independently. Let them walk into consumers' lives, lengthen users' perception cycle of brands and enhance users' brand experience.

4. Low loss rate, convenient carrying and high appearance rate.

Plush toys are light and lovely, which are very suitable for children and adults to carry around. They are not only the best partners for taking photos, but also the necessary articles (such as neck pillows, air conditioning blankets, etc.) to relieve fatigue and keep warm during travel. ). Soft texture, free to put without fear of damage, long storage period, so that the brand can be extended to the greatest extent in time and space.

5. It is born with soft-fitting function to increase brand exposure.

Where there are plush toys, it is always full of love and warmth. It seems to occupy every corner of our lives, on the sofa, on the bed and in the car. Isn't this the best time to expose our brand?

In the new media era of information explosion, brands can only form consumers' brand awareness by stimulating low-frequency demand in a high-frequency way. The role of brand awareness is greater than the fact itself, guiding consumers' buying behavior, and plush toys are the best carrier for brand high-frequency exposure.