Reconstructing the Toy Attributes and Branding of Huaiyang Mud Dog--From Folk Ritual Object to Modern Toy Brand Construction

Abstract

Huaiyang Mud Dog is a representative folk intangible cultural heritage clay sculpture originating from the Ren Zu Hui at Taihao Mausoleum in Huaiyang, Henan Province. It possesses both the function of primitive totem worship and the attributes of folk children's toys, earning it the reputation of being a "true totem and living fossil." Existing academic research primarily focuses on historical origins, plastic arts, cultural symbols, folk beliefs, and the current state of inheritance, generally lacking a systematic exploration from the dual perspectives of modern toy studies and brand management. Against the backdrop of the rise of "Guochao" consumption, the popularization of children's intangible cultural heritage education, and the marketization of cultural tourism and creative products, Huaiyang Mud Dog faces practical dilemmas such as ambiguous toy functions, insufficient child suitability, non-standardized products, absence of brand positioning, low intellectual property development, and singular market channels. This paper takes toy attributes and brand construction as the core entry point, systematically sorting out the core gaps in current Huaiyang Mud Dog research concerning toy function pedigree, child safety and experience, product standardization, brand positioning, intellectual property operation, channel communication, and marketization mechanisms. Combining field observations and intangible cultural heritage activation practices, it proposes pathways and strategies for the transformation of Huaiyang Mud Dog from a "folk ritual object from temple fairs" to a "modern intangible cultural heritage toy brand." This provides theoretical references and practical insights for the living inheritance, child-friendly transformation, and brand-oriented operation of folk clay sculpture intangible cultural heritage.