在信息技术飞速发展的今天，新媒体艺术正在快速介入各种品牌展览中，并以其沉浸和交互特点创造出虚实融合的体验场景和体验方式，让许多现场搭建的玩具形象得以快速融入新的角色场景和故事情节，赋予体验者新的创作可能性和吸引力，有利于提升品牌形象的粘度。因此，新媒体艺术品牌展览将成为未来拓展玩具新体验的重要途径。关于这一点，不少国外知名玩具品牌进行过相关尝试，效果明显，备受新老用户的欢迎。 本文将就新媒体艺术介入玩具品牌展览的可行性与必要性进行分析研究，并就如何推动新媒体艺术介入玩具品牌展览的方式方法、有效路径进行进一步的探讨，期望新媒体艺术的介入能给玩具品牌展览带来更多的融入感与新鲜度。笔者认为，对于拥有强大玩具生产能力，但是创新不足的中国玩具品牌来讲，能否把握新媒体艺术融入展览的新趋势，提升国产玩具品牌的吸引力和竞争力，实现弯道超车，具有十分重要的意义，也也是本文的目的之一。

ABSTRACT Today, with the rapid development of information technology, new media art is rapidly involved in various brand exhibitions, and with its immersion and interaction characteristics, it creates a virtual and real experience scene and experience mode, so that many toy images built on site can be quickly integrated into the new role scene and story plot, giving the experimenters new creative possibilities and attraction, It is helpful to enhance the brand image. Therefore, new media art brand exhibition will become an important way to expand new toy experience in the future. On this point, many foreign well-known toy brands have made relevant attempts, and the effect is obvious, which is welcomed by new and old users. This paper will analyze the feasibility and necessity of new media art intervention in toy brand exhibition, and further discuss how to promote new media art intervention in toy brand exhibition methods and effective path, hoping that the intervention of new media art can bring more integration and freshness to toy brand exhibition. The author believes that for Chinese toy brands with strong toy productivity and brand awareness, but lack of innovation, it is of great significance to grasp the new trend of integrating new media art into the exhibition, enhance the attraction and competitiveness of domestic toy brands, and realize overtaking at corners, which is also one of the purposes of this paper.