AYOR TOYS 奇幻森林全国首展

2026年05月29日-2026年06月21日

上海 静安大悦城

项目现场

AYOR TOYS「奇幻森林」全国首展于 2026 年 5 月 29 日至 6 月 21 日在上海静安大悦城南座 3F 中庭举办，作为"在 100 个城市闪闪发光吧"百城企划的首发站，这一项目标志着新兴潮玩品牌从线上社群运营向线下沉浸式空间叙事的战略拓展。从空间与造型来看，南座 3F 中庭被转化为柔和马卡龙绿与粉色调的奇幻森林秘境，这一色彩系统直接挪用童话绘本的视觉语法，将商场中庭的垂直挑高空间转化为具有纵深感与神秘感的叙事场域。兔闪闪的神秘商店以"神秘"命名制造探索欲望，发光打卡点将物理空间转化为光学装置，Kippo 互动区则以角色命名强化 IP 人格化——三个场景分别对应消费、传播与社交三种空间功能，形成完整的潮玩体验闭环。

制作层面，限定新品的线下首发策略体现稀缺性运营逻辑：Kippo 城市限定吊卡与 ShyShy 兔闪闪城市限定吊卡以"城市限定"概念将地域身份转化为收藏符号，6 月 6 日起上海与北京快闪同步上新的双城联动，则制造跨地域的社交话题与比较消费。开展初期（5 月 29 日至 5 月 31 日）的预约入场机制以门槛设置制造首批参与者的特权感与社交资本，后续无需预约的开放策略则转向大众流量的规模化收割。每日 10:00-22:00 的营业时长覆盖商场全时段，将潮玩展览从"事件"转化为"日常"的空间存在。

从品牌历史看，AYOR TOYS 作为新兴潮玩品牌，以"ShyShy 兔闪闪"与"坏小孩 Kippo"两个差异化 IP 构建情感矩阵——前者指向治愈与温柔，后者指向反叛与趣味，共同覆盖年轻消费者的复合情感需求。静安大悦城作为上海青年文化的标志性商业体，其南座 3F 中庭长期承载各类 IP 快闪与主题展览，为 AYOR TOYS 提供了成熟的潮玩消费语境与目标客群。"百城企划"的命名暗示这一全国首展并非孤立事件，而是标准化空间产品的首次测试，上海首发站的验证将为后续 99 个城市的复制提供经验模型，也为潮玩行业的"空间化扩张"提供了品牌参考。

AYOR TOYS' "Fantasy Forest" national premiere ran from May 29 to June 21, 2026, at the 3F atrium of Joy City Nanjing West Road's South Tower, as the launch station of the "Shine in 100 Cities" hundred-city initiative, marking the strategic expansion of an emerging trendy toy brand from online community operations to offline immersive spatial narrative. Spatially, the 3F atrium was transformed into a fantasy forest secret realm in soft macaron green and pink tones, directly appropriating fairy tale picture book visual grammar to convert the mall atrium's vertical volume into a narratively deep and mysterious field. ShyShy's Mystery Shop generates exploration desire through its naming, the glowing check-in point converts physical space into optical installation, and the Kippo Interactive Zone strengthens IP personification through character naming—three scenes respectively corresponding to consumption, propagation, and social functions, forming a complete trendy toy experience closed loop.

In terms of fabrication, the offline premiere of limited new products demonstrates scarcity operation logic: Kippo and ShyShy city-limited hanging cards convert regional identity into collection symbols, while the June 6 synchronized Shanghai-Beijing pop-up dual-city linkage generates cross-regional social topics and comparative consumption. The reservation-only entry mechanism during the opening period (May 29-31) creates privilege and social capital for first-batch participants through threshold setting, while subsequent open access shifts toward mass traffic scale harvesting. The daily 10:00-22:00 operating hours cover full mall schedules, transforming the trendy toy exhibition from "event" to "daily" spatial presence.

Historically, AYOR TOYS, as an emerging trendy toy brand, constructs an emotional matrix through two differentiated IPs—"ShyShy" pointing to healing and gentleness, "Kippo" to rebellion and fun—jointly covering young consumers' compound emotional needs. Joy City, as a landmark Shanghai youth culture commercial complex, with its South Tower 3F atrium long hosting various IP pop-ups and thematic exhibitions, provides AYOR TOYS with mature trendy toy consumption context and target clientele. The "Hundred-City Initiative" naming implies this national premiere is no isolated event but the first test of standardized spatial products, with the Shanghai launch station's validation providing experiential models for subsequent replication across 99 cities, offering a brand reference for the trendy toy industry's "spatial expansion."

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