Hape国际控股集团总部为位于瑞士卢塞恩(Luzern)，主要为全球0-6岁宝贝研发益智木玩，启蒙和促进儿童的健康成长与发展；提倡并秉承生态、环保的生产和生活方式，积极为世界环境保护与可持续发展做出贡献。近三十年来，Hape™玩具一直坚持原创，集团集合了一批来自全世界各地的优秀设计师，使用天然高品质的环保材料和德国的制造工艺及标准，使得Hape的每一款玩具都得以成为童年生活中绵长的陪伴。本次CBME育儿网有幸邀请到了Hape集团总裁Peter Handstein 为我们讲述Hape的市场规划与品牌理念。
育儿网：
请您大概总结一下2016年上半年？
Q3：
Please give a summary on the past half year of 2016.
Peter：
Hape今年为全国的小朋友们隆重打造了专属的“梦想体验屋”大型亲子互动活动。继5月21日正式登陆苏州站后，陆续在北京、石家庄、杭州、南京、贵阳、遵义、常州、昆山等各大城市盛大开启。这次活动不仅为小朋友们带来Hape精彩纷呈的玩具，还可以让小朋友们在玩耍的过程中，体验自己的梦想职业。这次活动还有一个超级亮点，就是数字体感技术，这可以说是Hape玩具与“黑科技”的酷炫碰撞。无论是小朋友还是大朋友，都可以穿上职业服装，跟Hape玩具互动，感受音乐家、工程师等等职业的魅力，还可以合影留念，作为一份“对未来的记忆”。十分受小朋友和爸爸妈妈们的喜爱。《花样妈妈》于5月26日正式开播了，现在还在热播中。这档节目由叶一茜携手9位风格迥异的达人妈妈，已微记录片的形式，每期给大家讲述自己的育儿故事和经验。
Peter:
We launched a grand parent-child interactive activity called “Dream Experience House” in China. The premiere took place in Suzhou on May 21, followed by roadshows in cities like Beijing, Shijiangzhuang, Hangzhou, Nanjing, Guiyang, Zunyi, Changzhou and Kunshan. The message behind this activity is that children get to experience their dream career role by trying categorized Hape toys.There was another highlight for this activity is the digital sensory technology, it is a nice combination between “Black Tech” and toys. No matter child or adult, they both can ‘put on’ different uniforms, interacting with Hape toys, experiencing the wonderful feeling about being a musician, engineer or other professions, and they can take a photo as a ‘memory of the future’. The outcome was very good, both child and parent love it. Besides, up from May 26, Hape exclusively sponsored a reality show “Hot Mamas” on Youku. The 10-episodes ongoing reality show invited 10 talented Chinese mommies from different industries to share their parenting experiences and stories.
育儿网：
今年Hape在CBME展会的看点有哪些？
Q4：
What are the attractive points of Hape in CBME
Peter：
在CBME上带有Hape标志的展位形象将全新亮相，届时今年反响热烈的火车轨道系列、创意拼图George Luck、30周年臻享系列均有展出，在这里大家还能看到Hape在优酷亲子《花Young妈妈》入镜的同款花样系列。同时也能深刻感受到Hape带来的玩具理念和生活方式。
Peter:
On this year’s CBME, Hape booth has another face-lifting with our newly launched railway series, innovative George Luck Puzzles as well as Hape 30th anniversary items; moreover, you will also see these items featured in the reality show “Hot Mamas" on Youkou, by that means that you will feel the philosophy and the life style that Hape brings along.
育儿网：
前段时间629小王子日Hape也有参与到活动中来，作为小王子的被授权方，您是否可以简单地介绍一下小王子授权项目，以及此次629小王子日的活动？
Q5：
June 29 has been honored as “Little Prince Day”, Hape , as the licensee of LLP also participated in the activity, could you please give us a brief introduction about the licensing project and the specific activity on “629 Little Prince Day“?
Peter：
2015年达成与电影《小王子》的授权合作是Hape三十年以来第一次涉足授权领域。能够造就了Hape小王子系列玩具的诞生不仅是缘分使然，也是Hape和《小王子》那种根性的联结和价值观的契合。去年五月，Hape携手小王子一起亮相戛纳电影节，紧随其后Hape还在巴黎举办了历史上首次全球新品发布会，北京三里屯太古里举办了“遇见小王子”中国首映礼活动，并在上海完成了Hape新品发布会。今年6月29日，Hape携手周大福、THE BEAST、Little Star等各大品牌，以及唯品会、滴滴快车等各大平台共庆小王子日，在电商平台、自媒体平台掀起狂欢热潮。与此同时，，Hape携手滴滴打车，在广州、上海站开启话题为#打滴滴遇见小王子#送福利活动。无疑，与小王子的授权合作是难得的经验，让Hape在追寻童心，益智成长的的道路中走得更加铿锵有力。
Peter:
Cooperating with the movie The Little Prince in 2015 has been the very first licensing deal in the Hape history. The shared vision and values with the masterpiece has made this cooperation happen. May last year, Hape showed up at Cannes International Film Festival with The Little Prince casting team together, we also held a first global product release in Paris thereafter and various regional product releases like in Shanghai.On June 29th of this year, Hape celebrated the Little Prince Day together with other well-known brands such as Chow Tai Fook, the Beast, Little Star etc. as well as VIP.com and car rentel APP Didi. This has raised another wave on e-commerce platform. With the car rentel APP Didi, we launched a theme called “Meeting Your Little Prince” and with Hape giveaways.Undoubtedly, it has been a precious experience for Hape to cooperate with The Little Prince, it has also helped us to grow on the road persuing childlike innocence and gaining intelligence growth.2016CBME精彩内容回顾>>
