The design direction of China’s designer toys in the context of new-cultural creativity
List of Authors
  • Harryizman Harun , Liu Jiarun

Keyword
  • China’s designer toy, design direction, new- cultural creativity

Abstract
  • In recent years, with the development of culture, art, and economy, designer toy, as a newly emerging cultural and creative product, has become the interest and choice of a new generation of young people. However, with the emergence of many new designer toys, problems in designer toy design have also become prominent. There are few designer toys with Chinese characteristics. In addition, in terms of design, elements that are too similar, copied from each other, and lack innovation are common issues with designer toys in the market. New- Cultural Creativity is considered one of the six major trends in the development of the Internet in the new era in China, and young people, as the primary consumer group of designer toys, are generally indigenous people on the Internet. So, what are noteworthy design directions for China’s designer toy creation in the context of New-Cultural Creativity? This study aims to identify noteworthy directions of China’s designer toy design through research in the context of New-Cultural Creativity, which has significant reference value for developing China’s designer toy design. This study will use qualitative research methods such as case analysis and literature analysis. Through the study, the following findings are made on the design direction of China’s designer toys in the context of New-Cultural Creativity, mainly including the following four points: 1. Integrating Chinese cultural elements, 2. Integrating modern popular elements, 3. Combining with digital interaction technology, and 4. Creating designer toys as content IPs. Then the study findings provide a theoretical basis and creative direction for designer toy designers and students to design Chinese designer toys.

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