The work aims to explore the concept and value of cultural and creative product design and development, and provide reference for design and development of cultural and creative products. The design and development of cultural and creative products were discussed by the methods of literature and case study to make the research more systematic and scientific. Cultural and creative products include original product design and creative derivative design. In the process of design, it is required to adhere to the combination of consumers and cultural and creative products, the combination of scenic spot culture and cultural and creative products, as well as the combination of natural environment and products, so as to make cultural and creative products more in line with needs and requirements of consumers, and to give full play to the role of cultural heritage based on the realization of the product practicality.