Te Putanga o te Ōhanga o Kidult: Ko ngā Taonga Tākaro Kohikohi Pakeke te Pūkaha Hou mō te Tipu Kaweake

te tipu 4.1% o te mākete taonga takaro. E tūhuratia ana e tēnei pūrongo te whānui o te mākete, te whanonga a ngā kaihoko, me te āhua o te whakamahi a ngā kaihokohoko Hainamana i te "kainga nostalgia" hei toa i ngā kaihoko o te ao.

Tauine Mākete Ao: He Ahumahi $28.7 Piriona me ngā Wāhi Wera ā-Rohe

Kua whanake te mākete taonga takaro mō ngā pakeke o te ao mai i tētahi wāhanga motuhake ki tētahi umanga maha-piriona tāra te uara i roto i ngā tau e rima noa iho. E whakaatu ana ngā raraunga a Euromonitor International i eke te mākete ki te $28.7 piriona i te tau 2024, ko Amerika Te Raki, ko Ūropi, me Āhia-Moananui-a-Kiwa ngā rohe matua e toru—he rerekē ngā manakohanga a ngā kaihoko me ngā kaiārahi tipu o ia rohe.

Ko Amerika Te Raki tonu te mākete nui rawa atu, e 42% o ngā hoko o te ao (12.05 piriona i te tau 2024), e arahina ana e te tono mō ngā taonga kohikohinga toa me ngā taonga pūtaiao-pūrākau. Neke atu i te 35 miriona ngā kaikohi taonga takaro pakeke o te US, ā, e 62% o rātou e whakapau ana i te 500-2,000 i ia tau ki ngā taonga pēnei i ngā whakapakoko Marvel me ngā kete tauira *Star Wars*, e ai ki tētahi rangahau i te tau 2024 nā The NPD Group. "Kei te pai ngā Kidults o Amerika ki te utu i ngā utu nui mō ngā taonga putanga iti e whakaata ana i ā rātou maharatanga ahurea rongonui tino pai," te kī a Sarah Lee, te kaitātari matua i Euromonitor. "Ka taea te hoko i tētahi whakapakoko kapia 12-inihi o Spider-Man mō te 300-$500, ā, he maha ngā wā ka hokona katoatia ngā taonga iti i roto i ngā haora."

Ko Ūropi te mea whai muri me te 28% o te mākete o te ao ($8.04 piriona), ko ngā taonga tawhito me ngā taonga tawhito te nuinga. Kua kite te UK, Tiamana, me Parani i te pikinga o te hiahia mō ngā tauira taonga takaro o ngā tekau tau 1980 me ngā tekau tau 1990—pērā i ngā tauira Transformers G1 me ngā tauira mahi a He-Man—nā ngā kaihoko waenga-pakeke e hiahia ana ki te whakahoki mai i ngā mahara o te tamarikitanga. I Tiamana, i piki ake ngā hoko o ngā tereina tauira tawhito me ngā motuka mō ngā pakeke mā te 27% i te tau 2024, e ai ki te German Toy Association.

Ko Āhia-Moana-nui-a-Kiwa te rohe tino tere te tipu, me te CAGR o te 18% mai i te tau 2022. Ko te ahurea otaku roa o Hapani kei te akiaki tonu i te tono mō ngā whakapakoko anime (hei tauira, Demon Slayer me Attack on Titan), ko te hunga waenga o Āhia ki te Tonga-Rawhiti kei te awhi i ngā taonga kohikohinga IP o te Hauāuru me Haina. I Indonesia, i piki ake ngā hoko taonga takaro kohikohinga pakeke mā te 45% i te tau 2024, me ngā whakapakoko Naruto i hangaia i Haina me ngā taonga takaro papai Boonie Bears e piki haere ana te rongonui, e ai ki ngā raraunga CTJPA.

Whakaahua o te Kaihoko: Ko wai ngā Kaikohi Pakeke?

He kanorau te rōpū kaikohi taonga takaro pakeke o ēnei rā, engari ko ngā ia o te taupori me ngā whanonga kei te hanga i ngā rautaki whakawhanake hua me te hokohoko.

E ai ki te Rōpū NPD, ko te hunga whakarongo matua kei waenganui i te 25 me te 45 tau te pakeke, arā, ko te 78% o ngā kaihoko pakeke o te ao e hoko taonga ana. Ko tēnei rōpū—he tokomaha i tipu ake i te wā koura o ngā raupapa pakiwaituhi me ngā kiriata nui—he moni whiwhi hei whakapau ki ngā mahi whakangahau. "Ko ngā Millennials me te Gen Z kei te akiaki i te ia Kidult," te whakamārama a Li Jia, te kaiwhakahaere hokohoko i HobbyMax, he kaihanga taonga takaro kei Guangzhou. "E kore e tirohia e rātou ngā taonga takaro hei taonga takaro anake, engari hei tohu mana me te haumi kare ā-roto."

Kei te huri haere hoki ngā āhuatanga o te ira tangata. I te mea he mākete tāne te nuinga o ngā kaihoko i mua (75% o ngā kaihoko i te tau 2019 ko ngā tāne), inaianei ko ngā kaikohi wahine te 35% o ngā hoko puta noa i te ao—he pikinga 12 ōrau i roto i ngā tau e rima. I Kōrea ki te Tonga me te UK, he pai ake ki ngā kaihoko wahine ngā taonga kohikohi ataahua engari he kounga teitei, pērā i ngā tauira Hello Kitty utu nui a Sanrio me ngā tauira kapia My Neighbor Totoro a Studio Ghibli. "Kua kite mātou i te pikinga 50% o ngā kaihoko wahine e hoko ana i ā mātou whakapakoko Spirited Away i Ūropi," te tāpiri a Li Jia.

E toru ngā kaupapa matua e akiaki ana i ngā kaikohi pakeke:

Te Nostalgia: E 62% o ngā kaihoko e kī ana ko te "hono anō ki ngā maharatanga o te tamarikitanga" te take matua, e ai ki tētahi rangahau i te tau 2024 nā Global Toy Insights. Hei tauira, he maha ngā Amerikana 35-45-tau te pakeke e rapu ana i ngā tāre GI Joe, Barbie rānei mai i tō rātou tamarikitanga, ko ngā kaikohi Hainamana i te Tonga-mā-rāwhiti o Āhia e hoko ana i ngā tārua o ngā kiripuaki pakiwaituhi o te tekau tau atu i 1990 pērā i a Black Cat Detective.

Tuakiri Hapori: Ka whakamahia e ngā kaikohi ā rātou taonga hei hanga hapori—te tohatoha whakaahua ki Instagram, te whakauru atu ki ngā huihuinga ipurangi (hei tauira, te r/ActionFigures a Reddit), me te haere ki ngā huihuinga pēnei i te San Diego Comic-Con (SDCC). I kitea i roto i tētahi rangahau i te tau 2024, e 45% o ngā kaikohi pakeke kua whiwhi hoa mā roto i ā rātou mahi whakangahau.

Uara Pūtea: He maha ngā wā ka piki ake te uara o ngā taonga kohikohinga putanga iti. Ko te whakapakoko Avengers: Endgame Iron Man putanga iti o te tau 2019, i te utu tuatahi ko te $400, inaianei ka hokona mō te $1,200 neke atu i ngā mākete tuarua pērā i a eBay. Ko tēnei "whakaaro haumi" te take e akiaki ana i te 30% o ngā hokonga utu nui, e ai ki te pūrongo a The NPD Group.

Rautaki a ngā Kaihoko Hainamana: Te Hoahoa mō te Nostalgia, Te Hokohoko mō te Hononga

Kei te whakamahi ngā kaihanga taonga takaro Hainamana i ō rātou pūkenga hanga me ngā hononga IP ki te hopu i tētahi wāhanga nui ake o te mākete kohikohinga pakeke o te ao, me ngā kaupapa matua e rua: te hoahoa hua e aro ana ki te mahara me te hokohoko e aro ana ki te hapori.

Hoahoa Hua: Te Whakakotahi i te Nostalgia ki te Kounga me te Auahatanga

Ka whakarerekē ngā kaihokohoko Hainamana angitu i ā rātou hua kia rite ki te moemoeā o te rohe, me te whakapai ake i te kounga kia tutuki ai ngā paerewa pakeke.

Te Mahi Tahi a te IP mō te Nostalgia o te Ao: He rautaki matua te mahi tahi me ngā IP rongonui o te ao. I whakarewahia e Pop Mart o Shenzhen, he mea rongonui mō āna pouaka matapo, tētahi mahi tahi Star Wars i te tau 2024—e whakaatu ana i ngā whakapakoko 3-inihi o Darth Vader rāua ko Luke Skywalker me ngā takai tawhito o te tekau tau atu i 1970. E 500,000 ngā waeine i hokona e te raina puta noa i te ao i roto i ōna marama tuatahi e toru, ā, e $25 miriona te moni whiwhi i puta mai. "He mea hanga ngā IP o te ao hei whakamahara i ngā mea tawhito," te kī a Wang Jian, te kaiwhakahaere hokohoko o te ao o Pop Mart. "Mā te tāpiri i tō mātou hoahoa ahurei ki a rātou, ka kukume mātou i ngā kaiwhaiwhai tawhito me ngā kaikohi hou."

Ngā Tārua Tawhito me ngā Whakapai Ake Hou: Mō ngā mākete ā-rohe, ka hangaia anō e ngā kamupene Haina ngā taonga takaro tawhito me ngā rauemi me ngā taipitopito pai ake. I tukuna e HobbyMax tētahi tārua Transformers Optimus Prime o ngā tau 1980 i te tau 2024, i hangaia ki te konganuku whakarewa (kaua ki te kirihou) me ngā rama LED i roto i ngā kanohi. Ko te utu he $280, ā, e 20,000 ngā waeine i hokona e te tauira i Ūropi me Amerika Te Raki—he nui ake i ngā tumanakohanga. "E hiahia ana ngā pakeke ki te mahara o ā rātou taonga takaro o te tamarikitanga, engari me te kounga ka taea e rātou te maioha inaianei," te whakamārama a Li Jia.

Te Ao Whānui o ngā Taonga Tuku Iho Hainamana: Kei te piki haere te rongonui o ngā taonga tuku iho ā-rohe. I whakarewahia e te Alpha Group o Guangzhou tētahi raina whakapakoko kounga teitei o The Legend of Hei (Ling Long) i te tau 2024, e aro ana ki ngā kaiwhaiwhai pūtaiao-pūrākau i te US me Ūropi. Ko ngā whakapakoko kapia 10-inihi te roa, e whakaatu ana i ngā kiripuaki muri i te apokaliptiki o te taonga tuku iho, i hokona mō te $320 ia, ā, i noho hei tino hokohoko i te Whakaaturanga Taonga Tākaro o Rānana. "Kei te tuku ngā taonga tuku iho Hainamana i ngā kōrero hou mō ngā kaikohi o te ao kua hoha ki ngā kiripuaki o te Hauāuru," te kī a Zhang Wei, te kaiwhakahaere kaweake o te Alpha Group.

Hokohoko: Te Hanga Hapori me te Waihanga i te Onge

Hei toro atu ki ngā kaikohi pakeke, kei te neke atu ngā kamupene kaweake Hainamana ki tua atu i ngā pānuitanga tuku iho ki te arotahi ki te hanga hapori me ngā kaupapa e aro ana ki te korenga o ngā taonga.

Ngā Hononga Pāpāho Pāpori me te KOL: He mea nui ngā tūāpapa pēnei i a Instagram, TikTok, me YouTube mō te whakaatu i ngā taonga kohikohi. Ka mahi tahi a Pop Mart me ngā KOL "tātari taonga takaro" pēnei i a @ToyCollectorGirl (he 1.2 miriona āna kaiwhaiwhai) ki te arotake i āna hua. I whiwhi te ataata TikTok o te tau 2024 o tana tātari i ngā whakapakoko Star Wars i te 4.5 miriona tirohanga, ā, i piki ake te hoko mā te 30%. "He nui ake te whakawhirinaki o ngā pakeke ki ētahi atu kaikohi i ngā pānuitanga," te kī a Wang Jian.

Te Aroaro ki ngā Huihuinga: Ko ngā huihuinga taonga nui—pērā i te SDCC, te Whakaaturanga Taonga Tākaro o Tokyo, me te Whakaaturanga Taonga Tākaro o Rānana—he mea nui hei hanga i te tirohanga a te waitohu. I te tau 2024, i huraina e HobbyMax tana whakapakoko Attack on Titan putanga iti ki te SDCC, e tuku ana i te 500 wae motuhake "Comic-Con Anake" me ngā takai motuhake. I hokona katoatia ngā wae i roto i ngā haora e rua, ā, i puta te ngangau i te 10,000 ota-mua mō te putanga noa.

Te Whakauru Hapori: Kei te hangaia e ngā kaihokohoko ngā hapori ipurangi hei whakatairanga i te pono. I whakarewahia e Alpha Group tētahi rōpū Facebook, "Global Ling Long Collectors," e tohaina ai e ngā mema ngā whakaahua o ā rātou whakapakoko, e whai wāhi atu ai ki ngā pātai me ngā whakautu me ngā kaihoahoa o te IP, ā, e pōti ai hoki mō ngā hua e haere ake nei. E 25,000 ngā mema o te rōpū inaianei, ā, e 40% o rātou kua hokohoko anō. "Ina rongo ngā kaikohi he wāhanga rātou o tētahi hapori, ka noho rātou hei kaitautoko waitohu," te kī a Zhang Wei.

Ngā Tauira Putanga-Iti me ngā Tauira Tono-Mua: Nā te koretake ka piki ake te tono. Ko te nuinga o ngā taonga kohikohinga pakeke Hainamana ka tukuna hei putanga iti (hei tauira, 1,000-5,000 waeine) me ngā tiwhikete tau, ka waihanga i te ahua motuhake. He mea noa hoki ngā tono-mua—i whakatuwherahia e HobbyMax ngā tono-mua mō tana tauira Optimus Prime e toru marama i mua i te tukunga, ka taea e te kamupene te ine i te tono me te whakarerekē i te hanga.

Ngā Wero me te Tirohanga ki te Ao o Muri Mai

Ahakoa te tipu haere, kei te tūtaki ngā kaihoko Hainamana ki ngā arai i roto i te mākete kohikohinga pakeke. Kei te kaha tonu te whakataetae mai i ngā waitohu o te Hauāuru (hei tauira, Funko, Sideshow Collectibles) me ngā kamupene Hapanihi (hei tauira, Good Smile Company). Ko te takahi i te IP tētahi atu mōrearea—kua waipuketia ngā mākete ipurangi e ngā whakapakoko Star Wars rūpahu i hangaia e Haina, ā, kua whakaitihia ngā hoko tika. Hei tāpiri, ko te nui o ngā utu whakaputa (mō ngā rauemi kapia me te whakarewa) he iti ake ngā hua i ngā taonga takaro a ngā tamariki.

Hei whakakore i ēnei wero, kei te haumi ngā kaihokohoko ki te auahatanga me te hanga waitohu. Kei te whakauru ētahi i te hangarau ki roto i ngā taonga kohikohinga—pērā i ngā āhuatanga AR (augmented reality) e taea ai e ngā kaiwhakamahi te "whakaora i ngā whakapakoko" mā roto i ngā taupānga waea atamai. Ko ētahi kei te arotahi ki te oranga tonutanga, me te whakamahi i ngā kapia e pai ana ki te taiao hei kukume i ngā kaihoko e aro nui ana ki te taiao.

Ki te titiro whakamua, he mārama te heke mai o ngā taonga tākaro kohikohinga pakeke. Kei te whakaatu ngā mākete putaiao pērā i te Middle East me Amerika Latina i te tipu kaha—i piki ake te mākete kohikohinga pakeke o Saudi Arabia mā te 55% i te tau 2024, e ai ki te CTJPA. I te mea ka nui haere ngā pakeke e awhi ana i te "tākaro hei momo noho," ka haere tonu ngā kaihokohoko Hainamana e taea ai te whakataurite i te nostalgia, te kounga, me te hapori ki te hopu i te wāhanga mākete.

"Ehara te ōhanga o Kidult i te mea hou—he ia wā roa," te kī a Sarah Lee. "Kei te whakatairangahia e ngā pakeke ngā wheako me ngā hononga kare ā-roto, ā, ko ngā taonga takaro kohikohi e whakarato ana i ngā mea e rua. Mō ngā kaihokohoko Hainamana, he whai wāhitanga kotahi tēnei i roto i te whakatipuranga kia noho hei kaiārahi o te ao i roto i tētahi wāhanga e tere tipu haere ana."

I te piki haere o te puta mai o ngā taonga kohikohinga pakeke a Haina i runga i ngā whata o Niu Ioka, o Rānana, me Tōkyō, kei te whakaatu te umanga ehara i te mea mā ngā tamariki anake ngā taonga takaro—ā, he mea nui te maumahara ki ngā taonga tawhito hei whakatipu i ngā kaweake.