From Bingdun to "Donkey Stepping Chicken", why does "Meng Meng Da" let the older children go?

When snapping up the "Keda duck" failure and the "donkey stepping chicken" quickly, "oversized children" heard a news -from July 1, 2022 Beijing Winter Olympics, including Bingdundun dolls, Various franchise products will stop production.

A few months ago, the wind and snow were snowing, and the early -time greedy black snapped up the ice pier. Now the netizens who have finally realized the freedom of ice pier. A few days ago, they may still check whether the plastic ice shell of "Love Dun" has become yellow. Then squeeze and hug ... Immediately afterwards, he began to change the new generation of "Mengzhu".

(The 2022 Beijing Winter Olympics franchisees Bingdun, Xue Rongrong)

From "Ling Na Belle" to Bingdun, from "Koda Duck" to Mahjong villain in Sanxingdui, Ma Tafei, who looks like "donkey stepping on the chicken", these sewing machines that make the factory have been stepping on smoke. The little cute, all stubborn, cute and cute. Although some look a little stupid and a little dazed, they really sell a good hand and firmly grasp the heart of "oversized children".

Yes, those who are enthusiastic about buying these cute toys online and the Internet are more 80 and post -90s than children than children. One data can be used as a proof: The first round of the first round of Tmall 618, there are more than 2 million Ultraman, 1 million "Kaya ducks", 500,000 Godzilla toys were bought by the 80s and post -90s. Walk.

(IP image released by Shanghai Disney in September 2021 -Ling Nabel)

From the perspective of psychological research, the behavior of many adults can find the answer from their childhood experience. To understand why "oversized children" are so willing to spend money and energy to buy, collect, and appreciate these cute things, you may wish to paint portraits for their growth environment.

First of all, their childhood did not have so many exquisite and lovely stuff. Even if there were, they did not buy money freely in their pockets.

Secondly, they are the only generations of their children. Most of them lack the company of siblings. Toys have become important partners in their lives and output security.

The most important thing is that in their educational background, Most of them are serious, elegant, high -level, and dignified, usually not so grounded. Ugly is ugly, not to match with cuteness; staying is to stay, and it is impossible to connect with cuteness. However, this is not in line with children's aesthetic preferences.

As a result, when the cute things that do not appear in accordance with common sense and break the inherent aesthetic concept, these childhood lacks are quickly filled with fluffy touch and harmless visual experience of human and animals. Stop "Chop your hands".

(Recently, the Gansu Provincial Museum launched the "Ma Ta Fei Yan" cultural and creative plush toys)

I have to say that adults to collect cute things are a way of decompression in the face of stress and anxiety.

Ling Na Belle has no IP background and no source, but it does not hinder her all over the world;

Bingdundun, as a mascot of international events, sells cute all the way, Carmen, wrestling, each embarrassing moment becomes cute moment;

How solemn Ma Ta Feiyan is, someone designed it as a grinned green horse plush toy ...

They abandon the tall people's settings, and the imperfect image is also deviated from the traditional aesthetic concept. But they are cute and popular. Isn't this the desire for self -survival?

(Recently, the tide play of the children's Day package launched by a catering company -Koda duck)

Some people criticize "the young people's consumption is irrational" in this regard, and Mr. Gong's opinion may be biased. In the context of consumption upgrades, the cute things are emotional exports of young groups to please themselves and find resonance. It is a manifestation of these people in the diverse society today and choosing their own lifestyle. Even one day, the gadgets that were snapped back at the time fell into the corner to eat ash, but the impulse and longing and excitement and joy when they got their hands were also cherished.

The beautiful skin is the same, and the interesting souls are picked.

More and more young people are eager to be interesting in life, and also look forward to having a soul of a thousand miles. As a result, these fluffy and silly gadgets are more and more work, and it has become an indispensable pinch of salt in the life of "oversized children", which makes life taste.

(Many post -80s and post -90s memories of childhood toys -long eyelashes dolls)

Speaking of the inspiration of this consumption trend to related industries, Mr. Gong hopes that similar cultural and creative products need to be diversified and personalized. new demand.

Whose child is not a child? Otherwise, how does the phrase "half a lifetime, returning is still a teenager" become a golden sentence?

Then again, it is said that Bingdundun will be sold for 3 months. If you have n’t got it yet, do you want to buy one?

Source: Workers Daily Client

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Editor in this issue: Zhao Chenchen Fu Ziqing

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