摘要：本文从布偶玩具的可爱表情的设计角度切入论述目前动漫卡通形象如何赢得青睐及延伸到动漫周边市场的最大获益的现象，论述了布偶玩具的可爱表情设计要符合现代程式化审美的观点，探讨了动漫周边布偶玩具得到市场青睐的现象产生的原理，并进一步分析了动漫周边市场发展趋势，从而得出“现代设计的计划和构思是受到现代市场营销、一般心理学和消费心理、人体工程学,技术美学，现代技术科学等等因素约束而形成的。美术和任何一种单纯的艺术活动都是非常个人化的东西，是艺术家个人的表现，而设计则是为他人服务的活动。”的结论。

Abstract： This paper doll toy from the lovely expression design perspectives discussed the anime cartoon image how to win favor and extended to the biggest benefit animation circumjacent market, this paper discusses the phenomenon of lovely doll toy design to meet modern expression stylization aesthetic view, discusses the anime surrounding the doll toy receive market favour the phenomenon, and further analyzes the principle of animation surrounding the market trend, concluded that "the modern design plan and conception is commonly by modern marketing, psychology and       consumption psychology, human body engineering, technology aesthetics, modern technology science etc. Factor constraint and formation of. Art and any kind of pure artistic activities are very personal things, is an artist personal performance, and design is to serve others activities." Conclusion. 

关键词：动漫； 动漫产品； 布偶玩具

Key words：Anime; Anime products; Puppets toys 

　　本文对动漫周边产品中布偶玩具的可爱表情及消费者的程式化审美进行了分析。布偶玩具的可爱表情可细致到五官的设计，五官的整体构造，小细节都决定了布偶玩具的整体形象。以小见大的方式，通过一个自主设计的卡通形象，我们可以观察到现代消费者的心理，是有据可循的，可以联系到我们的设计形态学，设计审美，程式化审美等作为参照。