Design Approaches to Developing and Communicating Designer Toy IP through AIGC Short Videos: A Case Study of Cluebie

Abstract

When designer toy intellectual property (IP) moves from static products into moving images, connections need to be maintained between character recognition, emotional storytelling, and physical form. Taking Cluebie as a case study, this article combines a review of case materials with visual-form analysis. It exam ines publicly available character descriptions, creative briefs involving AI-generated content (AIGC), release information, and collected images to explore how short videos can extend an existing IP’ s visual expression. The analysis suggests that character guidelines establish boundaries for generated content, specific events make an intended emotional character tangible on screen, and serial content and product presentation need to preserve continuity in core symbols. AIGC can support the exploration of animated alternatives and initial content drafting, but judgments about characters, shot review, and product adaptation remain dependent on designers. The article offers design interpretations and recommendations based on limited case materials, without empirically testing production efficiency, audience emotions, or sales conversion.