Gifts / Sports & Toys

In recent years, with the rise of the national tide, Chinese traditional culture and intangible cultural heritage have attracted much attention. Chinese traditional toys such as Luban locks, Huarong Road, tenon and mortise blocks have become popular again, and they have won attention on social platforms and become famous overseas. Gained a large number of overseas fans. Toy brand manufacturers have innovated on the basis of inheriting the tradition. This kind of "national tide" toy products received a good market response.

Chinese traditional toys are popular all over the Internet, attracting capital attention

Luban locks, Huarong Road, Jiulianhuan, Tangram and other traditional Chinese toys with a long history are increasingly favored by people as part of the national trend.

On the Douyin platform, the topic #Lubansuo has 680 million views, of which the video with the highest number of views is 31.446 million; the topic #Huarongdao has 280 million views, and it has derived digital Huarongdao, car Huarongdao And many other ways to play, the amount of play is more than one million.

Not only in China, traditional Chinese toys have also attracted the attention of a large number of foreign fans. Before that, there was a Chinese uncle "Grandpa Amu" who made Luban stools, arch bridges, and generals by mortise and tenon techniques... There are many foreigners who have attracted fans. His YouTube channel has more than 200 million views and more than 1 million subscribers. According to Ali International Station, a cross-border e-commerce B2B platform, from January to May last year, the number of orders for tenon-and-mortise building blocks increased by 500% year-on-year.

The popular traditional toys have also received attention at the capital level. A few days ago, a Chinese-style building block company based on tenon and mortise skills has received tens of millions of yuan in angel round financing, which has attracted much attention from the industry. This round of investment was jointly invested by Meihua Venture Capital and Xiaohongshu.

Its founder Wang Ran once said that Chinese-style tenon and mortise building blocks can be used not only for children over three years old, but also for adult men around 22 years old. The single consumption amount is high, which is also an important factor for attracting capital.

National tide elements and educational attributes have driven traditional toys to become popular

The popularity of Chinese traditional toys in recent years is inseparable from the promotion of the national tide. More and more Gen Z are gradually planted by "Chinese style" traditional aesthetics and products that reflect traditional Chinese culture. Traditional toys such as Luban locks embody the wisdom of ancestors and represent the inheritance and development of culture, so they have attracted much attention.

From the perspective of the toy itself, the structure of Luban locks is from simple to complex, and the difficulty of assembly is from shallow to deep. Jiulianhuan requires strong logical thinking ability and spatial imagination. Hands-on ability, suitable for all ages, suitable for the whole family to play together, its essence is parent-child puzzle attributes, so it is loved by parents.

Zhejiang Hexin Toys Group Co., Ltd.'s brand "Wooden Family" has invested a lot of energy in the research and development and design of traditional Chinese toys. In an interview with the editor of the CTJPA Omnimedia Center, Mr. He Bin, the company's president, introduced: "Toys that can be handed down from ancient times to the present must have their charm. In the wisdom of our Chinese people, play and learning have always been related. , Tangram, Huarong Road, Luban lock and other traditional toys are the combination of mathematics and game toys, involving geometry, topology, graph theory, operations research and other disciplines.

Many intellectual toys are inspired by Chinese classical math toys. Nowadays, many people like decryption and problem-solving games, which all require logical thinking. Toys such as Luban locks also exercise logical thinking, so it is not surprising that they have become popular again. "

Innovative development, improved design to enhance fun, traditional skills to develop modern toys

The toy brand owners seized the trend of the rise of the national tide, and on the basis of inheriting the essence of traditional toy craftsmanship, combined with modern craftsmanship to innovate. On the one hand, using modern design and craftsmanship to improve traditional Chinese toys, improve the playability and fun of traditional toys, and make them more suitable for the aesthetics and interests of current children. On the other hand, using traditional craftsmanship to design and develop modern toys will carry forward the essence of Chinese toys.

1. Improve the design, simplify the difficulty, improve the playability and fun

On the basis of traditional toy production technology, toy brands such as Muwanshijia, Mimizhiwan and Jincheng Wood have improved color matching, gameplay, and craftsmanship to make them more in line with the aesthetics of modern consumers and improve the usability of toys. Playful and fun.

Zhejiang Jinma Arts & Crafts Co., Ltd.'s brand "Mimizhiwan" focuses on the field of intellectual toys, and has launched a variety of traditional toy products, including 3D Luban locks, intellectual organ buckles and other combination packs, mind unlocking six-in-one, etc. A good sales.

The general manager of the company, Ma Fei, introduced that Mimizhiwan has improved and innovated its craftsmanship, and adopted popular color matching and forms. In addition to the necessary fun, it is also scientific, educational and artistic, making it more interesting. It can attract children's attention and parents' love.

Mr. Ma said: "Mimizhiwan has refined the core elements of traditional culture, simplified the original problems of traditional projects through design, and innovated traditional educational toys to meet modern needs. In the modern market environment, we use advanced design techniques to refine the essence of traditional toys, and try to integrate the advantages and characteristics of traditional toys and modern toys."

Wang Wancheng, general manager of Yunhe Jincheng Wood Industry, said that the company combined traditional Chinese toys to develop a series of agricultural culture products and a series of health collection products, and integrated the traditional wooden toy industry with the tourism industry, making wooden toys from simple The production base was upgraded to a production experience base.

2. Modern toy design with traditional craftsmanship

In addition to the improvement of traditional toys themselves, many toy brands are also innovating on the basis of inheriting traditional craftsmanship, using mortise-and-mortise craftsmanship to design modern building block toys to further carry forward the essence of traditional culture.

Mr. He, a family of wooden players, said: "The building block toy windmill small courtyard wooden house we launched is constructed using the traditional Chinese mortise and tenon woodworking process. It does not require any glue or nails. Connected piece by piece, it is strong and firm, not easy to collapse, and more environmentally friendly and original. This product is popular with well-known local chain merchants in Europe and the United States, and is known as the 'Treasure of Town Stores'."

        Chinese folk traditional toy crafts are diverse and have far-reaching inheritance. Their fun and intellectual properties have important inspiration and reference significance for the development of modern toys. Toy brands can improve and innovate on the basis of inheriting traditional toy craftsmanship and form, combine traditional toys with modern craftsmanship and aesthetics, and make traditional toys recognized and accepted by more consumers with the help of the rise of the national trend. .