The work aims to explore the artistic collision and innovation path between intangible cultural heritage culture and cultural and creative products. Based on the background of the development of the times, starting from the relationship between intangible cultural heritage culture and cultural and creative products, the application direction of intangible cultural heritage elements in the design of cultural and creative products was summarized. The application attempts in personalization, interactivity and technological innovation were put forward. Effective application methods were analyzed from the practical level. Combined with the integration of cultural and creative products with intangible cultural heritage culture in form, meaning and practicality, new forms of intangible cultural heritage redesign and utilization were explored, in order to make up for the deficiencies and limitations of current non-inheritance and development, and achieve innovative design. In conclusion, the design and innovation of intangible cultural heritage products should focus on the source, return to the tradition, combine the intangible culture essence and creative products to increase artistic charm and cultural value of intangible cultural heritage products, and conform to the current mass aesthetic characteristics and the content of consumer demand, thus promote the inheritance of intangible cultural heritage culture and the innovative development of cultural and creative products.