论数字媒体境域下传统玩具的出路

THE WAY OUT OF TRADITIONAL TOYS UNDER THE CIRCUMSTANCE OF DIGITAL MEDIA

数字媒体迅猛发展的时代,越来越多的动画片和数字游戏渗透到了低龄儿童的生活和娱乐世界,空余时间的大幅压缩使得传统玩具面临着比以往更严酷的挑战。如何在新的时代背景下创新原有的生存机制,谋求新的发展路径已成为传统玩具发展过程中十分紧迫的议题。文章针对目前数字媒体境域下传统玩具的发展现状,反思了传统玩具的独特优势,通过对传统玩具发展新模式的成功案例分析,总结出传统玩具如何在数字时代境遇下,在确保玩具品牌文化优秀基因传承的基础上的完美嬗变之路。

With the booming of digital media,more and more cartoons and digital games has infiltrated into the life and the entertainment world of young children.Traditional toys is facing with more severe challenges than ever before because the spare time of children has vastly reduced. Innovating original mechanism and looking for a new development path under the background of new era has become an a pressing issue in the process of our development on traditional toys.This paper focuses on the current situation of the development of traditional toys under the circumstance of digital media, and rethinks the unique advantages of traditional toys.Through the case analysis to the success of the new development model of traditional toys,the paper concludes the traditional toys＇ perfect evolution path which is based on inheriting the gene of brand culture.