Research On The Value Of Art Toys Based On IP Image Construction

With the advent of consumer society,social technology,culture and manufacturing industry are developing continuously,and new design concepts are emerging.However,the support of China for the cultural IP industry promotes the traditional IP image design and the renewal of product forms.As one of the development modes of image IP,art toys are not exactly the same as ordinary IP derivatives.They are the combination of art,culture and toys.The IP image displayed in the form of art toys is also an important development of IP image design from traditional two-dimensional to more diversified forms.Based on the concepts of IP and art toys,this paper summarizes the characteristics of art toys in the new century.It also combs the cultural background of its emergence,that is,the integration of popular culture factors,the emergence of post-war subculture groups,the development of role culture and industry,and the remodeling of Hong Kong vinyl culture.These factors promote the birth of art toys and have a certain audience and development potential.Secondly,it made a preliminary analysis of the domestic art toy head brand and industry development trend,and went to the largest art toy exhibition in Asia to conduct field research,personally experience the art toy market atmosphere,and carry out photo collection and questionnaire survey.Finally,the author proposes the whole construction path of coding,spreading and decoding the cultural symbols of IP image of art toys from three aspects,which are the concise cultural prototype and brand style shaping at the design level;Product presentation form and multiple marketing mode of brand level;Collection behavior,creation behavior and community gathering at the consumption level.And these three levels are constantly feedback,forming a value closed-loop,namely,symbol bearing value,brand recognition value and circle cultural output and feedback value.This paper aims to put forward the importance of IP symbols as the art toys of contemporary youth subculture,in order to give full play to the contemporary subculture power through the IP image construction path,break the barriers of circle,and provide more sustainable communication carrier for more cultural symbols.Finally,the author carries on the design practice according to the construction path,so as to verify the applicability of this point of view,and bring inspiration and thinking for the future related design.