There is such a book, when you open it, three-dimensional characters, scenes suddenly appear in front of you, it allows the story content not only to be constructed in the reader's mind, but through sophisticated production technology, so that the story content from text to pictures, from flat to three-dimensional, this is a pop-up book. In Europe and the United States, pop-up books are known as "craft books" and have a history of more than 100 years. When colorful images are combined with delicate movable mechanisms, the moment the pages are opened, the 3D "picture" that pops out presents a sense of déjà vu of the theater, which can stimulate the reader's visual and tactile sense.
Because of the difficult production process, high cost and high pricing, it was not until recent years that China's original pop-up books began to take off, but in just a few years, it has shown a good momentum of development. In particular, a series of pop-up books developed by big IP, such as the four famous book series, the Forbidden City Wenbo series, etc., have appeared many excellent works, and it can be said that the pop-up book industry is booming in the direction of benign.
The audience is mainly young children, and they can use it against the mobile iPad
"Our child loves to read pop-up books, and when reading with her, I can also tell her a lot of knowledge, I have always bought it back from abroad, and now I find that the original pop-up books in China are also very good, which is no less than that of foreign countries." Ms. Wang's 6-year-old daughter loves to read pop-up books. Ms. Wang said that when her daughter was two years old, when she returned from a business trip in the United States, she bought a beautiful pop-up book as a gift. It was a story about Princess Bai Xue, and even the beds of the 7 dwarfs in the book were three-dimensional, although it was only more than ten pages, and the daughter still took the trouble to read and see. Now, with the continuous publication and development of original pop-up books, there are more and more excellent works, Ms. Wang said, now go to the bookstore, there are many types of pop-up books on the shelves, she will choose a few every once in a while, Ms. Wang found that pop-up books have a very great attraction to children. Pop-up books are full of "organs", very interactive, children can flip, pull, push, rotate, every time they read books, there is a different experience, "Sometimes when I come home from work, my daughter will run over to me and say, she has found another organ, especially a sense of achievement." Sometimes, Ms. Wang will also accompany her daughter to read together, recently her daughter is "playing" a pop-up book related to bugs every night before going to bed, as soon as the book is opened, every page turned, there will be small bugs "popping up", and her daughter will take the initiative to read the sentence with pictures in English. Under the repeated stimulation of this interesting picture and text, the daughter unconsciously mastered a lot of English vocabulary. What surprised Ms. Wang even more was that with the company of pop-up books, her daughter was not very interested in electronic devices such as mobile phones and iPads.
According to the reporter, Le Fun Children's Books, Anhui Children's Publishing House, Shang Tong Children's Books, etc. are currently the leaders in the field of original pop-up book planning. Fun Children's Books has been working in the field of pop-up books for more than 10 years and has rich experience. An Shaoshe specially established Beijing Times Shanglian Culture Media Co., Ltd. in Beijing, focusing on the research and development and operation of high-end children's toy books, including pop-up books. In 2014, Shang Tong Children's Book curated the 3D Chinese classic story pop-up book "Trouble in the Heavenly Palace", which was released after 2 years of careful polishing.
At present, pop-up books are mainly for children and teenagers, so what theme of pop-up books is more popular for them? According to the data of Dangdang, pop-up books of traditional culture and popular science cognition are more favored. The former is based on local culture, and the content that is conducive to the emotional transmission of Chinese people can move people's hearts the most, and the latter has a positive significance for the cognition and understanding of early children, even if the price is higher, parents are willing to pay.
The production process is complicated and the design cost is too high
The novel pop-up book is so well received, but there are not many publishers involved in pop-up books, because of the complexity of their production process. Especially in the production process, because the parts of the pop-up book must be pasted manually, the parts can only be divided by machine and then distributed to the workers. Each worker is responsible for pasting a position, so that a book often requires two or three hundred people to produce it at the same time on the assembly line. And the "organ" in the pop-up book can be said to be "pulling the trigger and moving the whole body", every small detail is sloppy, and workers need to be extra careful, so the production cost of pop-up books is very high.
In July this year, a set of pop-up books on the theme of the Forbidden City "Forbidden City (Humanities Edition): This is the Forbidden City" was widely sought after by readers after its publication, the book was planned and created by a professional team for more than 600 days, from architecture, system, governance, cultural relics, life, food, clothing, education, customs, games 10 themes to show the most humanistic side of the Forbidden City, as many as 160 designs, organs, adjustments and changes in the book, just to present readers with an accurate and detailed microscope under the Forbidden City.
In an interview with Wang Jin, the curator of "Forbidden City (Humanities Edition): This is the Forbidden City", he told reporters that this is a set of books that took 600 days to produce, "In order to develop the Forbidden City series, we have gone to countless Forbidden City, every palace, every direction of the door opening, and even the pattern color of each tile we have to study on the ground", Wang Jin said that the book has been proofread and edited at least 20 times, because there are too many details to be revised.
Speaking of the special features of this set of books, Wang Jin said that this set of books uses arguably the most difficult two-dimensional structure in Chinese mainland original pop-up book, which can be opened and then opened, and can be turned. Because these are handmade, they are very attentive and special. In addition, because most of the pop-up books about the Forbidden City only involve architecture and cultural relics, they deal less with aspects such as life, food, learning, customs and games. "There are 160 parts in this set of books, and we hope that through different parts and different designs, we can give everyone a deeper concept of the Forbidden City that children can play and walk into, rather than just looking at some three-dimensional structures." Wang Jin said that this year is the 600th birthday of the Forbidden City, and he hopes to pay tribute to it with this set of books.
It's true to learn while playing, but it also has its limitations
What is the difference between pop-up books and flat books in terms of reading experience? The reporter found in the interview that compared with flat books, pop-up books are more fun and interesting, and the combination of games and reading is invisibly closer, which can arouse children's interest at the beginning of contact reading.
"Pop-up books can bring children the most intuitive reading happiness, can stimulate their interest in reading", in the view of Qiu Tian, senior editor of Jiangsu Children's Publishing House, pop-up books can intuitively express the structure of buildings, animal body structures, etc., so that children are attracted at once, these are ordinary flat books can not do. Qiu Tian also mentioned that pop-up books are very advantageous in cultivating children's hands-on ability, because for young children, the best learning is "learning by doing", and pop-up books perfectly realize this demand. However, Qiu Tian also said that pop-up books also have their own limitations, "children are too young, may read pop-up books will only tear books, can not learn any knowledge, now a book is basically about 100 yuan, for the average family is still quite distressed, then if the child is a little older, a set of books may quickly play very slippery, in a few days lost interest, so the current pop-up book is still only suitable for a specific age group."
However, the reporter also learned that although pop-up books are mainly for children from the perspective of audience groups, with the combination of pop-up books with well-known IP and traditional classic culture, they have gradually attracted the attention of more adults. According to public information, in October last year, the Chinese version of "World of Warcraft" 3D pop-up book was officially launched in China, and once launched, it became the focus of the fan base, and many fans made unboxing videos to achieve a high number of views. In addition, themes such as "Harry Potter" and "Game of Thrones" are also popular in pop-up books. Industry insiders said that the combination of pop-up books and well-known IPs is still a derivative layout of relevant IPs based on the needs of fans to a greater extent, which further keeps IP active while indeed allowing a wider range of audiences to discover and pay attention to paper books. This actually puts forward the development idea for the publisher of pop-up books, that is, it is not necessary to focus only on children, as long as the right theme can be found and the fine design of pop-up books has always been maintained, pop-up books can also expand a larger market space.
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