近日，名创优品旗下当家自主 IP——墩DUN与 MINI PEN 携手 科技前沿，各自推出一款 AI 毛绒公仔，成功实现 AI 与 IP 的创 新性结合，为广大消费者带来前所未有的智能互动体验。
这两款 AI 毛绒公仔具有强大的自定义接入功能，用户可自由 选择接入 Deepseek、豆包、通义等主流 AI 大模型，实现流畅的 智能问答互动。不论是生活中的疑难问题，还是工作学习上的 挑战，如复杂的数学运算、文案创作思路等，它们都能借助AI模 型的强大算力，快速提供专业且贴合实际的解答。
更值得一提的是，两款毛绒公仔还能深度结合自身世界观与 角色设定进行个性化回应。例如，面对数学题，墩DUN会结合 其活泼搞怪的性格，用幽默的方式引导解题，把数字比喻成鸡 蛋国的小伙伴，让原本枯燥的数学学习变得趣味横生。而 MINI PEN 作为热衷冒险的角色，在被问及地理知识或者神秘传说 时，会将答案融入自己的冒险故事，通过生动的叙述方式，带领 用户一同探索未知世界。
此次 名创优品AI 版墩DUN与 MINI PEN 毛绒公仔的推出，为 智能玩具市场注入了新活力，推动 IP 产业与 AI 技术迈向深度 融合。相信在未来，这对智能萌宠将凭借独特魅力，融入更多人 的日常生活，成为陪伴与交流的理想伙伴。
MINISO LAUNCHES AI PLUSH DOLLS! MINI DUN & PEN REDEFINE PERSONALIZED INTERACTION
MINISO’s beloved IPs, DunDun and Penpen, are stepping into the world of AI with their very own smart plush toys, bringing a whole new level of interactive fun.
Whether it’s the quirky, fun-loving DunDun or the curious, adventure-seeking Penpen, both are ready to be your go-to companions for questions, learning, and everyday conversations.
Designed for seamless customization, these AI plush toys let users connect with top AI models like DeepSeek, Doubao, and Tongyi. From tricky math problems to brainstorming creative ideas, they deliver fast, intelligent, and practical solutions powered by advanced AI technology.
What truly sets them apart is their ability to stay in character while responding. DunDun turns math into a playful experience, comparing numbers to its egg-shaped friends, making learning fun and engaging. Meanwhile, Penpen, the fearless explorer, brings geography and folklore to life through captivating storytelling, taking users on exciting journeys of discovery.
With the launch of these AI-powered plush toys, MINISO is redefining smart toys, blending beloved characters with cutting-edge technology. DunDun and Penpen are more than just toys—they’re interactive companions, ready to brighten everyday moments with knowledge, humor, and adventure.
此外，B.Duck还与多个艺术和潮玩品牌合作，推出了 限量盲盒，如“B.Duck x Hidden Wooo x TNT Space – 寻宝系列”、“B.Duck多巴胺假日系列”以及“B.Duck x 大英博物馆 – 古埃及系列”，这些系列以其独特有趣 的设计和高产品精细度赢得了众多盲盒潮玩爱好者和 粉丝的喜爱。
所有新推出的B.Duck产品及潮玩系列，不仅在线上和 线下销售渠道覆盖中国大陆及香港-澳门，还积极拓展 海外市场。2024年10月，B.Duck与泰国Loft合作，在泰 国ICONSIAM举办了Art Toy Fest快闪店，吸引了大量 潮玩爱好者和粉丝现场支持和购买。
Winsing Animation recently announced that they participated in the Hong Kong International Film & TV Market (HK Filmart) from March 17-20, 2025. During the event, Winsing unveiled its highly anticipated 2025 lineup of animated series and films, including the GG Bond 20th Anniversary Movie, GG Bond Racing S9, GOGOBUS S17, Into the Mortal World, MONGO, and Shadows of the Void— catering to audiences of all age groups. Over the past two decades, GG Bond has been successfully distributed to over 60 countries. Due to the online success of GG Bond, a series of art toys, blind boxes, and various cross-brand collaborations have been continuously launched.
Matrix 结合促销礼品的专业知识 与 IP 授权能力，为授权商和 IP 版 权方提供全面的服务。Matrix 注重 品质和创新，是企业提升和增强品 牌影响力和市场参与度的可信赖合 作伙伴。
Mr. Ray Leung
Introduction and Core Business
Matrix Promotion Ltd, established in 2006, is a Hong Kong-based agency specializing in intellectual property (IP) licensing collaboration projects, with offices in mainland China. While initially focusing on marketing gifts and promotional tools, the company has expanded its services to include connecting corporate entities with IP Characters for groundbreaking collaborations, positioning itself at the forefront of the prevailing trend of IP collaboration.
Company Mission and Leadership
Under the visionary leadership of Ray Leung, Matrix aims to be a trusted marketing agency providing efficient licensing solutions, innovative promotional ideas, and high-quality production expertise. With a client base exceeding 10,000 organizations, including schools, NGOs, multinational corporations, and government entities, the company prides itself on delivering top-tier services that transcend traditional corporate gifts and merchandise.
Services and Expertise
Matrix specializes in IP licensing collaboration projects, connecting IP owners with licensees and customers to enhance brand engagement. This expansion marks a significant milestone for the company. Additionally, we offer limited edition licensed GWP/PWP gifts for promotional campaigns.
Expansion into IP Licensing
Recognizing the potential in IP licensing, Matrix expanded into this domain in 2014.
The company has rapidly grown in this field, becoming a leading licensing agent that connects IP owners with licensees and customers. A major achievement in this segment is Matrix's appointment as the exclusive agent for enterprise-customized Monopoly games across Greater China.
Customization of Monopoly Games
As an authorized distributor of Monopoly, Matrix specializes in creating personalized enterprise editions tailored to specific corporate requirements. From packaging design and game board layout to graphics, colors, locations, and charitable components, can be customized to reflect the brand identity of an organization.
Vision for the Future
Ray Leung emphasizes the extensive possibilities with Monopoly customization and Matrix's dedication to helping clients utilize this platform effectively for their marketing initiatives.
Combining promotional merchandise expertise with licensing capabilities, the company offers comprehensive services to licensors and IP owners. This ensures effective brand messaging while leveraging Monopoly's popularity and engagement. With a focus on quality and innovation, Matrix is a trusted partner for businesses enhancing brand presence and engagement.
Rainbow Productions 董事总经理 Simon Foulkes 表示，“在一系列成 功项目的基础上，我们希望能继续 满足中国市场和客户的需求，并在 整个亚洲市场保持高质量英国制造 人偶的领先供应商地位。”
Rainbow Productions at CLE 2024 中国授权展
Rainbow increases presences in China
UK character and costume specialist, Rainbow Productions, is expanding its profile in Asian markets following a highly successful show at the China Licensing Expo (CLE) last year.
As the world leader in the manufacture of high-quality custom-made mascots, Rainbow specialises in developing licensed IP into character costumes for use at live events. We pride ourselves on putting innovation, quality and sustainability at the heart of each and every project, with all bespoke mascot costumes 100% designed and manufactured in London.
Rainbow is privileged to work with high-profile international film production and licensing studios such as Lionsgate, NBC Universal, Warner Bros. and Paramount. With our own dedicated Licensing, Sales and Marketing departments we are able to support world-famous brands and partners
with all of their costume character needs and have recently been appointed Global Licensee for Hasbro, making us the sole Peppa Pig costume character manufacturer for all territories worldwide.
Rainbow mascots can be spotted in theme parks, shopping malls and sporting venues all over the world.
Already well-established in China, Rainbow Productions are honoured to have supplied costume characters to many attractions in the region including Wenzhou FIEN & TEUN Forest Farm, Peppa Pig World of Play Shanghai and The Paddington Bear Experience Hong Kong.
On top of this, Rainbow are the official approved manufacturer of LEGO® Minifigure mascots that can be seen at LEGOLAND® Resorts and Discovery Centres worldwide, including Japan and Korea and soon to open Shenzhen and Shanghai Resorts.
“As part of our 2025 strategy we are expanding into new territories, so are excited to be returning to the China Licensing Expo this October.” comments Managing Director Simon Foulkes. “Following a host of successful projects, we look forward to continuing to support the region with their demands and remain the leading supplier of high-quality British made mascots throughout Asia.”
SKYNET ADVANCES ON TWO FRONTS: EXPANDING IP PORTFOLIO AND EXPLORING ORIGINAL IP IN RETAIL
At the beginning of the new year, Skynet officially partnered with Warner Bros. Discovery Global Consumer Products, becoming a licensing agent for select brands in mainland China. This collaboration marks a significant expansion of Skynet’s IP portfolio, bringing more internationally renowned brands and commercialization opportunities to the Chinese market. In 2025, Skynet will focus on revitalizing and upgrading its original IPs. While reinforcing the market position of its flagship plush brand, Teddy Bear Collection, the company will strategically extend its product categories, with a key focus on the “Teddy Bear Collection Dress-Up Plush Keychain”. Through “design evolution + scenario adaptation,” the brand aims to enhance user experiences and broaden the IP’s applications across diverse consumer scenarios. The product received significant attention in the “Ayumi
Hamasaki Asia Tour 2024 x Teddy Bear Collection” collaboration, featuring a meticulously crafted outfit replicating Ayumi Hamasaki’s iconic stage look. It was exclusively sold at concert venues in Shanghai, Guangzhou, and Ningbo, attracting large numbers of fans and demonstrating the strong market potential of IP collaborations.
Currently, “Teddy Bear Collection Dress-Up Plush Keychain” has successfully entered Miniso and is actively expanding into Sam’s Club, Toys “R” Us, Cool Trendy Play, and Jiumu Lifestyle, covering trendy toys, FMCG, and premium retail. By accelerating market expansion, the brand aims to create a more immersive consumer experience.
Looking ahead, Skynet will continue strengthening its IP portfolio, expanding into film, celebrity collaborations, and multi-industry partnerships, driving the global growth of Teddy Bear
Collection and other original IPs. The company remains committed to delivering high-quality IP content and product experiences to consumers worldwide.
The V&A (Victoria and Albert Museum) champions design and creativity in all its forms. Renowned for its extensive collections and influence on the world of design, the museum’s award-winning brand licensing programme highlights its commitment to inspire design and innovation. It offers an almost infinite source of design inspiration for a multitude of product categories from home interiors, apparel and accessories to luxury jewellery, gifting and stationery.
Continuing to inspire and delight global audiences through its worldrenowned collections, the V&A launched a series of insulated flasks in collaboration with ceramic tableware and homeware manufacturer Joyye. The range is inspired by the timeless
Bringing the wonders of the V&A to audiences across East Asia
designs of William Morris, a pioneer of the 19th-century Arts and Crafts Movement. Morris’ work transformed nature’s beauty into elegant, flowing designs – a true celebration of life, poetry, and the enduring connection between art and the natural world. The high-quality range of flasks take inspiration from three of Morris’s most iconic patterns Strawberry Thief, Wallflower and Cray; with long-lasting performance and quality, they bring the allure of artistry to your daily routine.
Samsonite launched a new eyecatching travel bags collection featuring a delightful design by the renowned English architect - designer C.F.A. Voysey. The textile design features enchanting motifs including acorns, squirrels and scrolling foliage.
Voysey’s work, celebrated for its elegance and creativity, is wellrepresented in the V&A’s collection, which includes his distinctive designs for textiles, wallpapers, furniture and architecture. Available in two styles, the new range of bags blends functionality with artistic expressions making them both sturdy and stylish. In Japan, Romance Kosugi launched a new range of bedding sets, featuring bold and delicate floral patterns that draw inspiration from designs by William Kilburn. The V&A holds a unique album of his original works. Dating from 1790, the album contains over 200 naturalistic watercolour designs for textiles showcasing beautiful botanicals and other items from the natural world. Each piece in the range is a tribute to Kilburn’s intricate designs, seamlessly translating his botanical artistry onto soft canvas fabrics.
Organic apparel company People Tree launched seven new items as part of their spring and summer 2025 collection. Available at the People Tree shop in Jiyugaoka, online store and other selected retail outlets nationwide, the range includes two exquisite floral patterns. The
‘Columbine’ range features an English garden-inspired floral pattern, based on a wallpaper originally designed in 1901 by Victorian architect and designer Allan Francis Vigers. A contemporary of William Morris, both designers drew inspiration from the English landscape. This design showcases love-in-a-mist, sweet
peas, delphiniums and columbine, set against a dark background that creates a versatile and sophisticated look. The ‘Floralia’ range has been inspired by the V&A’s collection of British textiles. The design features a timeless floral pattern originally created as a cotton furnishing fabric in 1914. In the style of a traditional English chintz, this pattern of peony heads and delicate petals has been refreshed and updated to create a modern look.
The Beyond William Morris: British Arts and Crafts, 1890 – 1920 exhibition continues to tour throughout China, most recently at the Shanghai World Expo Museum in December 2024. The exhibition showcases work by the founder of the Arts and Crafts Movement and British designer, William Morris. Displaying examples from the V&A’s unrivalled collections of Morris’ much-loved designs to reveal the richness and diversity of this vibrant and creative moment in British design and craft.
The Beardsley, a Singular Prodigy exhibition has begun to tour throughout Japan, starting at the Mitsubishi Ichigokan Museum in Tokyo last December. The exhibition showcases work by the central figure of the Aesthetic movement, Aubrey Beardsley. Drawing on the V&A’s extensive collection of his drawings, prints and posters, the exhibition showcases over 100 works covering Beardsley’s entire career alongside works of decorative and fine art by his contemporaries. Inspired by Mantegna, the PreRaphaelites and Japanese printmaking, Beardsley’s style and technique were unique. Exquisite line drawings in black ink flaunted his skill, versatility and humour. Beardsley’s influences continue to prevail today.
2025 brings exciting new opportunities for licensees globally as V&A East Storehouse will open in the summer
The new site will offer visitors unprecedented access to the behind-the-scenes world of its busy working stores. Additionally, V&A East Museum is scheduled to open in spring 2026 - V&A East Museum celebrates making and creativity’s power to bring change. Created with young people and rooted in east London’s heritage, V&A East Museum explores what’s shaping our world with the voices that lead contemporary culture. These new cultural destinations will allow the V&A to broaden and diversify its audiences. In turn, this will provide new opportunities for licensees to respond through alternative asset selection and product styling.
An important part of the V&A’s founding mission was, and still is, to make its world-class collections of decorative arts available to all, to champion the creative industries, spark imagination and inspire the next generation. Through their work with Alfilo Brands and Tmall in China as well as in Japan, Hong Kong and Korea, the licensing programme continues to bring the wonders of the V&A to audiences across East Asia. Consumers can expect to see many more exciting product ranges and retail experiences launching throughout 2025 and beyond, which encapsulate the rich themes, colours and textures of the V&A’s remarkable collections.
A Pioneering Licensing Agency for Brand Extensions
An Introduction to GTL
Founded in 2008 in Hong Kong, Global Trademark Licensing Ltd (GTL) has established itself as a premier licensing agency with a strong international footprint. With eight offices worldwide, including key locations in the UK, Europe, and the USA, GTL maintains a robust presence in Asia through its offices in Beijing, Shenzhen, Hong Kong, and Singapore. Additionally, strategic partnerships have extended its reach to South America, Australia, New Zealand, and South Korea.
As an early entrant into the Chinese market, GTL has cemented its position among the top five licensing agencies in Asia and ranks within
the top 15 globally. With a team boasting over 150 years of collective experience, GTL provides expertise across all major licensing categories, representing some of the world’s leading brands.
GTL’s success is driven by its deep market knowledge and a proactive approach to business development. The company has developed industryleading licensing programs for top-tier clients such as Mercedes-Benz, Jaguar, Range Rover, Defender, Pagani, Lotus, McLaren Racing, and Scania. GTL’s core mission is to amplify brand awareness and extend brand experiences through innovative licensing strategies. To achieve this, the agency offers six key services: brand representation, manufacturer representation, market
consultancy, approvals management, royalty auditing, and trademark protection. These services provide clients with confidence that their brands are in expert hands.
Recognizing the shift towards digital and interactive entertainment, GTL expanded its expertise to capitalize on the rapid growth of this sector. The agency has successfully secured high-profile opportunities with major industry players, including Microsoft, Sony, EA, Tencent, and Ubisoft, leveraging the growth of eSports, the Metaverse, and NFTs. GTL ensures that clients navigate this evolving landscape strategically, balancing risks and rewards effectively.
Translating Brand Values
For many of GTL’s high-end clients, developing a lifestyle brand is a core objective. Brand extensions offer a unique avenue to translate a brand’s identity into new sectors, connecting with fresh audiences. However, entering new markets comes with inherent risks, making authenticity and relevance crucial.
GTL has facilitated brand expansion into various categories, including apparel, watches, luggage, footwear, bicycles, and e-mobility. The agency’s process involves:
• Identifying partners with aligned brand values and objectives.
• Coordinating design teams to ensure a seamless and authentic brand translation.
• Overseeing product development to meet
brand standards while achieving competitive pricing.
• Establishing efficient logistics networks to optimize global sales opportunities.
• Leveraging market resources to drive impactful product launches and sustained sales.
• Providing comprehensive support to sales networks, ensuring long-term success.
• Conducting regular market analysis to refine strategies and support future growth.
Key Client Collaborations
McLaren F1 MCL38: Inspiring
Future Racers
GTL collaborates with McLaren across its racing properties in the toy sector, creating a comprehensive licensing program to cater to diverse audiences.
GTL’s expertise, particularly in the APAC region, enables optimal market segmentation, maximizing licensor returns while ensuring success for each licensee.
The latest product to hit the shelves is the Ayrton Senna inspired MCL38 driven at the 2024 Monaco Grand Prix, the McLaren Formula 1 Team created this bespoke one-off livery to run on both of its cars. Bburago have produced a 1:43 scale replica that pays fitting tribute to this.
Crafting a Digital Strategy for Lotus
The digital space has become a cornerstone of automotive licensing, and GTL has developed tailored digital strategies for Lotus across multiple platforms. By leveraging relationships with leading game studios, GTL has seamlessly integrated Lotus vehicles into major gaming titles.
Lotus - Driving Empire
McLaren F1 Ride-On
Scania Foot to Floor
• The Lotus Emira debuted interactively in CSR 2, coinciding with the physical car’s world premiere, and has since been successfully incorporated into numerous games.
• The Lotus Evija has generated significant excitement in the gaming community, with EA featuring it on the app icon for Real Racing 3 and Gameloft launching a dedicated Asphalt 9 event.
• Further expanding its efforts, GTL is now incorporating the Lotus Brand into the Roblox platform with
the Voldex developed title Driving Empire, this will continue to enhance the brand’s visibility in the digital world.
GTL continues to explore emerging digital opportunities, including Metaverse applications, NFTs, and esports collaborations, ensuring its clients stay ahead in this rapidly evolving industry.
Expanding the Ride-On Market
Ride-on vehicles for children have emerged as a significant licensing category, allowing brands to engage
with young audiences in a unique way. GTL has been instrumental in this space, leveraging its close ties with manufacturers to create standout products.
Recognizing the branding potential of ride-ons, leading automotive companies have introduced models such as the McLaren F1 Ride-On and Scania P500 Foot to Foor setting benchmarks in their respective categories.
Diversifying with Scania
GTL has collaborated with Scania to develop a diverse range of toys and scale collectibles, from intricate scale models to engaging children’s playsets.
• Bruder Scania R-Series Crane: This fun toy features interactive elements like a 360-degree rotating telescope boom.
• WSI Scania 1:50 Collection: WSI’s highly detailed scale models have resonated with collectors and trucking enthusiasts, reinforcing Scania’s legacy.
Expanding with JCB
GTL recently announced a new global representation agreement with JCB, a world-renowned construction and agricultural brand. At the China Licensing Expo last October, GTL showcased JCB’s potential in the toy, collectibles, and interactive categories.
They are actively seeking new licensing opportunities in these areas
Conclusion
GTL continues to shape the global licensing industry by delivering innovative, strategic brand extensions that maximize value and engagement.
Whether through digital integration, product licensing, or pioneering collaborations, GTL remains at the forefront, ensuring its clients achieve long-term success in their respective markets.
Scania Bruder Crane
WSI x Scania
The emoji company and Medialink: Powering Up the Fun with New Collaborations in Greater China!
The emoji® brand has firmly established itself as the global icon of expression, known for turning the digital world into a playground of vibrant emotions. With the most expressive icons, the emoji® brand continues to spread joy and creativity far and wide. And now, with the exciting launch of multiple collaborations in Greater China, the emoji® brand is making an even bigger splash, creating new ways for fans to interact with their favorite characters.
In partnership with Medialink Animation International Limited, a leading entertainment and IP management
company in Asia, the emoji® brand is delivering a series of thrilling new initiatives to customers across Greater China.
These collaborations not only introduce innovative products and experiences but also enhance cultural events and charitable activities, reinforcing the brand’s reputation as a global powerhouse of creativity and engagement.
Let’s take a closer look at these exciting new partnerships and how they are bringing the emoji® brand to life in fresh and meaningful ways.
emoji® - The Iconic Brand X Taobao 88VIP: Personalize Your World with Emoji®
In December 2024, the emoji® brand teamed up with Taobao 88VIP to bring an exciting new feature to the Taobao app. Now, Taobao 88VIP members can transform their shopping experience with two exclusive emoji® brand digital skins. One of the skins even lets users unleash their creativity with a DIY option—customizing their app layout with their favorite emoji® brand icons. This collaboration perfectly aligns with the digital personalization trend, offering consumers an enhanced shopping experience that reflects their person-
ality and preferences. The response has been overwhelming, highlighting the emoji® brand’s perfect blend of digital innovation and self-expression. Given the rapid rise in mobile commerce and the importance of customization in the digital space, this collaboration sets a new benchmark for interactive and engaging brand partnerships. By integrating the emoji® brand’s fun and recognizable aesthetic into the Taobao platform, the partnership is redefining how brands engage with consumers in the e-commerce landscape.
emoji® - The Iconic Brand X Fortune: Drink in Style with the emoji® Brand Water Bottles
In February, the emoji company joined forces with Fortune to launch a collection of emoji® brand-themed water bottles at Sam’s Club in China. The first product in this collaboration, the Big Belly Cup Set, features two of the most popular emoji icons—the “Crying with Laughter” and “Big Laugh” faces. These fun and expressive designs have quickly become fan favorites, adding a splash of personality to your everyday hydration routine.
This collaboration goes beyond just aesthetics. It highlights the importance of sustainability and practical innovation, as the water bottles are designed to be reusable and environmentally friendly. With more consumers becoming conscious of their environmental impact, emoji® brand water bottles offer a stylish yet responsible way to stay hydrated. Thanks to Fortune’s forward-thinking design philosophy and the emoji® brand’s global appeal, this collaboration is a match made in creative heaven. The partnership not only capitalizes on the power of brand identity but also enhances lifestyle products with a touch of playfulness and joy, reinforcing the emoji® brand’s influence in everyday life.
emoji® - The Iconic Brand Lantern Event: A Festival of Lights in Taiwan
During the Chinese Lunar New Year,
the emoji® brand added a magical touch to the Changhua Moonlight Lantern Festival in Taiwan, teaming up with LightUp and Medialink to present enchanting emoji® brand lanterns. The event, set in the stunning Changhua Bagua Mountain Giant Buddha Scenic Area, was a luminous celebration of beloved emoji® brand characters. Visitors to the festival were treated to a mesmerizing display of glowing emoji® brand icons, creating an atmosphere of wonder and delight. Special activities, including “Fun Winter Break,” “Lantern Festival Celebration,” and “Valentine’s Day Activities,” delighted attendees with limited-edition emoji® brand lanterns, making the festive season even more unforgettable. This collaboration perfectly illustrates the emoji® brand’s ability to seamlessly integrate with cultural and seasonal festivities. By incorporating its globally recognized icons into a cherished tradition, the brand further strengthens its emotional connection with audiences, making celebrations even more interactive and enjoyable. Additionally, the event demonstrated the power of creative storytelling through illumination. Each lantern was meticulously designed to reflect the joy and universal appeal of emojis, making them not just a decoration but a form of expression. Families, couples, and tourists alike found themselves immersed in a whimsical atmosphere that underscored the unique ability of emojis to transcend language barriers and bring people together.
emoji® - The Iconic Brand Charity Event: Giving Back in Hong Kong
In Hong Kong, the emoji® brand and Medialink are also making a difference with a heartwarming charity initiative. Partnering with the Hong Kong Society for the Prevention of Cruelty to Animals (HKSCDA), the two companies are raising funds for stray animals through the sale of special edition sticker flags. Volunteers have been spreading the word across the New Territories, helping raise money for animal shelters while offering pet lovers the chance to customize their flags with images of their beloved animals. This initiative not only showcases the
emoji® brand’s commitment to social responsibility but also leverages its playful and expressive imagery to support a meaningful cause. By tapping into the universal love for animals and personalization, the campaign resonates with a wide audience, encouraging greater community involvement and engagement.
It’s a win-win: supporting a meaningful cause while celebrating the joy of pets with a personal touch!
Creativity Drives Us Forward
– Noletta Chiu, Executive Director of Medialink
“Medialink and the emoji® brand have been working together for over a decade now, and what fuels our continued partnership is the power of creativity,” says Noletta Chiu, Executive Director of Medialink Animation International Limited. “We’re constantly exploring new ways to innovate, adapt to trends, and craft experiences that resonate with our customers. From cultural events to lifestyle products and digital personalization, every collaboration is a blend of timeless appeal and fresh ideas, and we’re excited to continue expanding the emoji® brand’s influence in the region.”
Marco Huesges, CEO of the emoji Company GmbH, adds: “Our collaborations in Greater China represent the heart of the emoji® brand—a celebration of fun, creativity, and connection. We are incredibly proud of the positive response we’ve received in the region, and we look forward to continuing to bring more exciting experiences to our fans. It’s thrilling to see the emoji® brand’s impact as both a brand and a cultural symbol in such a dynamic market.”
About emoji® - The Iconic Brand
The emoji company is the proprietor of the emoji® trademark, registered for a vast array of goods and services in over 150 countries. Its extensive rights portfolio encompasses over 1000 trademarks and over 25,000 emoji® brand icons and designs. These are available for legal licensing and merchandising, including promotions, events, and marketing campaigns. The emoji® brand collaborates with
over 1400 renowned license partners, including giants like Sony Pictures Animation, PUMA, L’Oréal, and Burger King. Celebrated as the 3rd most influential brand behind Lego and Coca-Cola by a leading industry publication, and with a retail revenue of more than 3 billion US$ in the past six years, the emoji company ranks at #66 among the Top 150 Global Licensors, cementing its status as a universal lifestyle brand of unprecedented influence. For licensing inquiries: licensing@emoji.com www.emoji.com
About Medialink
Medialink Group Limited (Stock Code: 2230.HK) is a leading intellectual property (IP) management company headquartered in Hong Kong, with operations in China, Japan, and Southeast Asia.
Founded in 1994, Medialink focuses on content distribution and brand licensing, fostering cultural exchanges and delivering high-quality entertainment across Asia.
With investments in animation, media content, and merchandising rights, Medialink continues to shape the entertainment landscape, leveraging its extensive industry expertise and innovative collaborations to drive growth and audience engagement.
If you would like more information about this topic, please contact Philippe GuinaudeauBrandTrends at philippe.guinaudeau@ brandtrends.ai.
BrandTrends Group 近日公布其关 于中国市场最新研究的主要发现， 并通过与往年数据对比，提炼出一 些关键事实。
如需了解更多信息，请访问公司官 网：www.brandtrends.ai CEO ：Philippe Guinaudeau 先生 （邮箱：philippe.guinaudeau@ brandtrends.ai）
China’s animation industry is rapidly evolving, driven by technological advancements, government support, and growing global recognition. Once focused on domestic audiences, Chinese animation is now emerging as a global contender. Key trends and challenges will shape its future as it continues this transformation.
The future of Animation in China
Government Support & Policies
The Chinese government actively promotes domestic animation through funding, favorable policies, and restrictions on foreign content. Subsidies and grants encourage investment in high-quality productions, while industry expos and festivals provide networking opportunities, boosting the sector’s growth.
Rising Quality & Global Recognition
Chinese animation, or donghua ( 动画), has improved significantly in storytelling, animation quality, and production values. Films like Ne Zha (2019) and Jiang Ziya (2020) showcase China’s ability to produce world-class content. Streaming platforms such as Bilibili, Tencent Video, and iQIYI help expand the reach of high-quality animated series, allowing independent creators and studios to thrive and attract global audiences.
Advanced Technology/Integration Technologies like AI, 5G, real-time rendering, and motion capture enhance efficiency and reduce production costs. AI tools streamline character modeling and postproduction, while game engines like Unreal Engine and Unity facilitate highquality visuals. Virtual and augmented reality are also expanding interactive storytelling possibilities, positioning Chinese animation at the forefront of innovation.
Expansion into Global Markets
Chinese studios are forming strategic partnerships with global giants like Netflix, Disney+, and Sony, aiming to appeal to international audiences. Unlike the past, when productions were primarily for local consumption, modern Chinese animation incorporates universal themes and diverse storytelling techniques. This shift is changing global perceptions and solidifying China’s presence in international markets.
Increased Investment & Studio Growth
Tech giants like Tencent, Alibaba, and Bilibili invest heavily in animation, fueling the rise of studios such as Light Chaser Animation, Base FX, and Beijing Enlight Media. These investments improve resources, training, and production capabilities, enabling Chinese animation to compete with top-tier international studios.
Diverse Genres & Mature Storytelling
While Chinese animation has traditionally focused on mythology and fantasy, recent years have seen an expansion into science fiction, cyberpunk, historical drama, and psychological thrillers. Shows like The King’s Avatar and Link Click reflect this shift, featuring intricate narratives and developed characters. Moving
beyond simplistic storytelling is crucial for broader global recognition.
Competition with Japan and Hollywood
Japan’s anime industry and Hollywood’s dominance in animated films pose strong competition, but Chinese animation is closing the gap. Modern donghua is often compared to anime for its visual quality and smooth animation. Future collaborations between Chinese and Japanese studios could further elevate China’s reputation in the industry.
Theme Parks & Merchandising
Inspired by Disney’s model, China is investing in theme parks, merchandising, and gaming spinoffs to create sustainable revenue streams. Expanding franchises beyond films and TV shows strengthens brand recognition and deepens audience engagement.
Challenges Facing Chinese Animation
Despite its growth, the industry faces obstacles:
Storytelling & Originality: Some productions rely on predictable tropes rather than innovative narratives. Censorship & Creative Restrictions: Strict regulations limit creative freedom, restricting themes that could attract global audiences.
Global Perception: Overcoming past stereotypes and establishing credibility on the world stage will take time.
Conclusion
China’s animation industry is on an upward trajectory, with the potential to rival Hollywood and Japan. Improvements in storytelling, technological advancements, and strategic global expansion will determine its success. If current trends continue, Chinese animation is poised for a revolutionary impact on the global entertainment landscape.
Character theme parks in China have surged in popularity, driven by a growing middle class, rising disposable income, and a strong demand for immersive entertainment.
These parks bring beloved characters to life, attracting millions of visitors annually.
From global brands like Disney and Universal to homegrown attractions featuring Chinese folklore, China has a diverse and competitive theme park industry.
Major Character Theme Parks in China
Shanghai Disneyland. Opened in 2016, Shanghai Disneyland is the first Disney park in mainland China and among the world’s largest.
It blends classic Disney attractions with localized experiences, including TRON Lightcycle Power Run – an exclusive high-speed roller coaster; Enchanted Storybook Castle – the largest Disney castle ever built; Pirates of the Caribbean: Battle for the Sunken Treasure – a high-tech ride with cutting-edge visual effects.
The park continues to expand with new themed lands and attractions.
Universal Beijing Resort. Opened in 2021, Universal Beijing Resort is one of the world’s largest Universal parks, featuring a mix of Hollywood hits and
Chinese cultural elements. Highlights include: The Wizarding World of Harry Potter – with rides like Harry Potter and the Forbidden Journey; Transformers Metrobase – a unique, highspeed attraction exclusive to Beijing; Kung Fu Panda Land of Awesomeness – an indoor world inspired by Kung Fu Panda.
Hello Kitty Theme Park (Anji, Zhejiang). This Sanrio-themed park offers Character-based rides and attractions, interactive experiences with Hello Kitty and friends and themed hotels and dining experiences.
Chimelong Ocean Kingdom (Zhuhai). While primarily a marine park, Chimelong Ocean Kingdom includes character-driven attractions. Key features include the world’s largest aquarium, character mascots and performances appealing to children and thrill rides, family-friendly attractions, and water shows. This park has won multiple international awards for innovation and scale.
Fantawild Adventure Parks. A homegrown brand with locations across China, Fantawild focuses on Chinese mythology and animated franchises. Attractions include, Journey to the West-themed rides based on the classic novel; Boonie Bears Adventure, inspired by a popular Chinese animated series; 4D and VR attractions integrating traditional storytelling.These parks cater to families seeking culturally relevant entertainment.
Peppa Pig World of Play.
Designed for young children, these indoor parks feature interactive play areas replicating Peppa Pig’s world as well as story-driven rides and activities and family-friendly dining and retail spaces.
Peppa Pig’s popularity has made these attractions a hit with preschoolers and parents.
Challenges and Market Competition
Despite success, character theme parks face several challenges including Market Saturation, high maintenance costs, the COVID 19 impact and cultural adaptation where foreign brands must align with Chinese values and preferences.
Future Outlook
China’s theme park industry will continue growing, shaped by trends such as more localized content – Greater integration of Chinese folklore and animation; Technological advancements – AR, VR, and AI-enhanced visitor experiences; eco-friendly initiatives – Sustainability measures like solarpowered attractions and collaboration with film and TV studios – More partnerships for immersive storytelling.
As demand for entertainment rises, character theme parks will remain key in China’s tourism landscape, evolving to meet changing consumer preferences and technological advancements.
The children’s clothing retail market in China has witnessed remarkable growth in recent years, driven by rising incomes, increasing urbanization, and a growing emphasis on children’s fashion. With a large population and a declining birth rate, parents are increasingly willing to spend more on high-quality, stylish, and functional clothing for their children. The industry has evolved with digital transformation, sustainable fashion trends, and e-commerce expansion, making it one of the most dynamic retail segments in the country.
China’s children’s clothing market is one of the largest globally, with revenues reaching approximately $2.8 billion in 2019. Despite fluctuations in birth rates, the sector continues to grow as parents focus on quality over quantity when purchasing children’s apparel. Higher disposable incomes have led to an increased demand for premium and branded children’s clothing, particularly in urban areas. Additionally, cultural shifts, including the influence of Western fashion and celebrity endorsements, have contributed to the rising demand for trendy children’s apparel.
Consumers in China are becoming more environmentally conscious, and this trend has extended to children’s clothing. Brands are increasingly incorporating organic cotton, recycled fabrics, and sustainable production methods into their offerings. Leading domestic brands such as Balabala and international retailers like H&M and Uniqlo have introduced eco-friendly product lines to cater to this demand. E-commerce plays a crucial role in the children’s clothing retail market. Online platforms such as Tmall, JD.com, and Pinduoduo dominate sales, providing parents with convenient shopping experiences. Augmented reality (AR) and artificial intelligence (AI) have enhanced the online shopping experience, allowing virtual try-ons and personalized recommendations. Additionally, live-stream shopping, a popular trend in China, has significantly boost-
ed children’s clothing sales through interactive product demonstrations and influencer marketing. Chinese consumers value uniqueness, and personalized children’s clothing has gained popularity. Brands now offer customizable designs, allowing parents to choose fabrics, colors, and even add names or custom prints to clothing items. This trend fosters brand loyalty and caters to the growing demand for exclusivity.
Premium and Designer Children’s Wear
As disposable incomes rise, affluent parents are more inclined to invest in luxury and designer children’s clothing. Global luxury brands such as Gucci, Burberry, and Balenciaga have expanded their children’s apparel lines in China, targeting high-income consumers who seek exclusivity and prestige
Several key players dominate the Chinese children’s clothing market, ranging from domestic brands to international retailers.
Balabala (Semir Group): One of China’s largest children’s clothing brands, Balabala operates over 7,000 stores across the country and offers affordable yet trendy clothing for children.
Uniqlo: The Japanese retailer has gained
a strong foothold in the Chinese market, offering high-quality children’s clothing at competitive prices.
Shein: The global fast-fashion e-commerce giant provides a vast selection of affordable children’s apparel, catering to younger, price-sensitive consumers.
Adidas and Nike: Sportswear brands have also entered the children’s apparel market, capitalizing on the increasing demand for stylish yet functional athletic wear.
Despite its rapid growth, the industry faces several challenges. China has stringent safety and quality regulations for children’s clothing, including restrictions on toxic dyes and chemical usage. Brands must adhere to these standards to maintain consumer trust. The market is highly competitive, with both domestic and international brands vying for consumer attention. Differentiation through branding, quality, and innovation is crucial for sustained growth.
The Chinese children’s clothing retail market is expected to continue its upward trajectory, with further innovations in sustainability, digitalization, and premium fashion. Brands that adapt to evolving consumer preferences, leverage e-commerce, and invest in ethical production practices will be best positioned for long-term success in this dynamic and fast-growing industry.
The sports licensing and merchandising market in China has expanded rapidly, driven by increased sports participation, rising disposable incomes, and growing fandom for both domestic and international sports leagues. As China continues to invest in its sports industry, the demand for officially licensed merchandise, including apparel, footwear, equipment, and collectibles, has surged.
China’s sports licensing industry has become one of the fastest-growing sectors in the global market. Key factors driving its expansion include: Government policies such as the “Healthy China 2030” initiative promote fitness and boost the demand for licensed sports products.
Global sports leagues such as the NBA, FIFA, and European football clubs have millions of Chinese fans, leading to high sales of licensed apparel and memorabilia.
The Chinese Basketball Association (CBA) and Chinese Super League (CSL) have developed strong fan bases, increasing the demand for local team merchandise.
Platforms like Tmall, JD.com, and Douyin play a crucial role in the sale and promotion of licensed sports products, often leveraging influencer and live-streaming marketing strategies.
Major Sports Licensing Categories
Football (Soccer) Merchandise
Football remains China’s most-followed sport, with major clubs and international tournaments driving merchandise sales. Key trends include:
Club-Branded Merchandise: Top European clubs like Manchester United, FC Barcelona, and Paris Saint-Germain have significant retail footprints in China.
National Team Gear: Official Chinese national football team jerseys and accessories sell well, especially during major competitions like the FIFA World Cup and AFC Asian Cup.
Exclusive Collaborations: Many international brands partner with Chinese companies to create localized, culturally relevant collections.
Basketball Licensing
Basketball enjoys a massive fanbase in China, fueled by the NBA and homegrown talent. Licensed product sales include:
NBA Jerseys and Footwear: Teams such as the Los Angeles Lakers, Golden State Warriors, and Brooklyn Nets are among the top-selling brands.
Signature Athlete Merchandise: Stars like LeBron James, Stephen Curry, and Kevin Durant have dedicated apparel lines that are highly popular in China. China Basketball Association (CBA) Growth: Increased investment in the domestic league has led to stronger brand presence and merchandise sales.
Olympics and National Sporting Events
China’s participation in international sporting events significantly boosts licensing revenue:
Beijing 2022 Winter Olympics Merchandise: Limited-edition mascot-themed apparel and souvenirs saw record sales.
Team China-Branded Products: Apparel and accessories featuring the Chinese
national flag and symbols remain consistently popular.
Running, Fitness, and Outdoor Sports
The rise of fitness-conscious consumers has led to increased licensing opportunities in:
Performance Wear: Nike, Adidas, and local brands like Anta and Li-Ning lead the market.
Outdoor Sports Gear: Brands specializing in hiking, cycling, and adventure sports, such as The North Face and Columbia, have expanded their licensed product offerings.
Challenges and Market Barriers Counterfeit Products: The proliferation of fake sports merchandise remains a significant issue in China’s retail market.
Regulatory Challenges: Foreign sports brands must navigate China’s complex licensing laws and content restrictions. Intense Market Competition: Domestic brands are becoming more competitive, challenging the dominance of global sportswear giants.
The sports licensing and merchandising market in China is set to continue growing, with major trends including:
Integration of Smart Technology: AI-powered customization, wearable tech, and interactive digital retail experiences.
Increased Female Sports Participation:
A rising focus on women’s sports will lead to expanded product lines catering to female consumers.
Greater Localization Efforts: More international brands will collaborate with Chinese designers and cultural icons to enhance their appeal.
As China’s sports culture continues to evolve, the licensing and merchandising sector will remain a key component of the country’s retail and entertainment industry.
Recently, Jumpgo Entertainment Group (Hong Kong) Limited’s original IP Metal Cardbot has released its second season, achieving success in both ratings and licensing. It has attracted a large number of viewers and quickly reached cooperation with many well - known brands. Its licensed product categories cover puzzles, stickers, blocks and more, further solidifying its leading position in the children’s mecha IP category.
Jumpgo Entertainment Group (Hong Kong) Ltd is a company focusing on the entire industry chain of Children’s animation. Data shows that in February 2025, the search popularity data of Metal Cardbot on Alibaba increased by 65% year-on-year, stably ranking it at the top of the popularity chart for children’s mecha category IP. Its licensing portfolio now spans 200+ SKUs across toys, snacks, apparel, puzzles. Metal Cardbot’s success lies in its unique product designs and interesting adventure narratives, resonating powerfully with young audiences. Currently, there are more than 30 items that have achieved sales in the tens of millions, and over 50 items that have reached sales in the millions. From 2025 to 2027, Jumpgo plans to expand licensing into stationery, luggage, daily essentials, theme parks, and gaming devices, aiming to create a holistic entertainment ecosystem that delivers immersive experiences for children. This strategic evolution underscores the company’s commitment to redefining playthrough innovation.
UYoung have recently announced a strategic collaboration with MGA Entertainment as licensing agency for L.O.L Surprise! in mainland China. Leveraging UYoung’s expertise in full-chain IP operations and successful localization of global IPs such as Pokémon and Shaun the Sheep, the partnership aims to establish an innovative, industry-driven model for international IP. UYoung has built a 25-year ecosystem spanning content production and licensing. Its portfolio includes over 30 top-tier international IPs like Pokémon, Shaun the Sheep, Wallace & Gromit and Bluey, alongside
original animated series such as PKDuckling and Love Monster.
Aligning with L.O.L Surprise!’s core as “healing-style trendy collectibles for girls” UYoung plans to launch partnership across categories like homeware, apparel, and dictionary, supported by omnichannel strategies to penetrate target demographics.
UYoung’s established network of 400+ licensees, including MINISO, Master Kong and P&G, will accelerate the localized rollout of L.O.L Surprise! products. This collaboration not only injects fresh energy into China’s trendy toy market but also pioneers
a new paradigm for “global IP localization” in licensing.
RODY, the cutest balance ball with the image of a jumping pony, designed and produced by LEDRAPLASTIC SPA, made its debut in Italy on February 14, 1984. With its lovable appearance, its concept of healthy lifestyle and scientific exercise, RODY quickly became popular worldwide.
In 2024, celebrating its 40th anniversary, a fulfilling year: a wide variety of products launched, a series of offline events such as pop-up stores and exhibitions successfully held. Moreover, RODY achieved a series of co-branding collaborations, including popular IPs like Hatsune Miku and Transformers, the social software LINE, and the famous food brand MORINAGA, further enhancing RODY’s influence.
In 2025, amidst the eager anticipation of numerous fans, RODY is set to launch a new project of pop-up store tour in multiple cities across Mainland China in the second half of the year.
This will be the first large-scale offline event since Guangzhou Art-land officially was appointed to manage the licensing business of RODY within Mainland China, Hong Kong, and Macao market. It will bring exciting site/timespecific projects and a rich variety of exquisite products, fully showcasing RODY’s unique philosophy of optimism: exercising through play and exploring the future with laughter.
As the Year of the Horse in 2026 approaches, a new craze brought about by RODY is bound to arrive soon.
Guangzhou Art-land Holding Company Ltd. (GZ Art-land) has been deeply engaged in the brand management and licensing business for 25 years. GZ Art-land is the only China-based enterprise ranked among the Top 12 Global Licensing Agents by License Global for three consecutive years.
Managing over 20 popular IPs (Intellectual Properties) catering to all age groups, as the exclusive licensing agent within Greater China, these IPs include well-known brands such as SpongeBob SquarePants, PAW Patrol etc..
B.DUCK CREATES A PLAYFUL WORLD
For 20 years, B.Duck has steadfastly adhered to its original intentions and insisted on originality - to make products more appealing and aligned with the aesthetic trends of young consumers. Significant restructuring and upgrades have been implemented. Not only has the classic 3D duck bill series been innovatively upgraded to include categories such as 3C and plush bags, but a variety of plush toy products have also been introduced.
Continuing to innovate, B.Duck has launched a new Bean Duck Series and B.Duck plush keychains, with designs and concepts reflecting the real-life experiences of Gen Z and modern young workers, embodying their spirit and connecting with consumers to stimulate purchasing intent.
Additionally, B.Duck has collaborated with several art and Pop-toy brands to release limited blind boxes, such as “B.Duck x Hidden Wooo x TNT Space – Treasure Hunt Series”, “B.Duck Dopamine Holiday series,” and “B.Duck x British Museum – B.Duck Ancient Egypt Series,” featuring playful, unique
designs and high product refinement that have garnered the affection of many toy enthusiasts and fans. In the gaming sector, B.Duck has not only successfully release four mini-program games, but has also engaged in licensing collaborations with several wellknown games such as “QQ Speed” and “Ragnarok Online,” continuously introducing new offerings. All new B.Duck series including the Pop toy series is not only in online and offline sales channels across Mainland China and Hong Kong – Macau, but also expanded overseas. In October 2024,
B.Duck collaborated with the boutique store Loft to host the Art Toy Fest Pop-up store at ICONSIAM in Thailand, that pop-up store attracting a large number of toy enthusiasts and fans to support and purchase on-site. To enhance B.Duck’s market recognition and share in Southeast Asia, all new series will be available on major online platforms such as Shopee and Lazada through the dedicated B.Duck flagship store, significantly boosting the brand’s visibility and popularity in the region. Its sales performance also rose steadily.
儿童王国与艾缪斯动漫宣布新合作，动画片《泽农》将引入中国
近日，儿童王国公司（Children’s Kingdom）和艾缪斯 动漫公司（Amuse Animation）新签署了一项战略合作 协议，旨在将儿童王国旗下深 受喜爱的热门儿童动画系列《 泽农》（Zenon the Farmer）引 入中国市场。
The BrandTrends Group unveils some major findings from its most recent research worldwide.
Their research provides insights into how different age groups engage with entertainment brands, shedding light on key trends, opportunities, and challenges for licensors, licensees, and retailers operating in this lucrative space.
If you would like more information about this topic, please contact Philippe GuinaudeauBrandTrends at philippe.guinaudeau@ brandtrends.ai.
THE LICENSING MARKET IN CHINA IS A LAND OF GROWTH, COMPETITION
AND OPPORTUNITY
Embracing Change and Opportunity
The BrandTrends Group unveils some major findings from its most recent research, and some key facts can be extracted when compared to the previous years.
In a remarkable display of national pride, China’s animated film Ne Zha 2 has shattered global box office records, earning over RMB 12.4 billion (approximately $1.7 billion) in just a month.
This unprecedented success is not just about entertainment—it signals a deep-rooted shift in consumer preferences, where domestic brands are gaining momentum over foreign ones. This evolution is key to understanding China’s licensing market, a highly competitive but rewarding landscape for marketers looking to capitalize on branding and intellectual property.
A Giant with Growing Inclusivity
China’s licensing market is both vast and concentrated. Children in toptier cities recognize an average of 328 different entertainment brands, an increase from previous years. While the market is fiercely competitive, the top five brands alone account for 25.7% of total brand mentions, indicating a high level of consolidation at the top.
At the same time, the market is becoming more inclusive. Over 68% of entertainment brands are recognized by both boys and girls, a figure that has been growing in recent years. Gender-exclusive brands still exist, but boys’ exclusive brands slightly outnumber those exclusive to girls (17% vs. 14%). This shift suggests that brands appealing to both genders have
a higher chance of long-term success. According to Philippe Guinaudeau, CEO of BrandTrends, “The Chinese licensing market is evolving rapidly, driven by a mix of global influences and strong domestic brands. The ability to localize and embrace cultural narratives is now a key success factor for brands looking to establish a long-term presence in this dynamic landscape.”
Global Giants vs. Local Powerhouses in the Battles of Brands
The Chinese licensing market presents a unique blend of international and local players. While global giants like LEGO, Disney, and Marvel dominate, homegrown brands such as Boonie Bears, Pleasant Goat and Big Big Wolf, and Honor of Kings remain strong
Most Favorite Entertainment Brands China
Children 0 - 14 years
competitors.
International brands excel in categories such as toys, superheroes, and Western storytelling, while local brands dominate animation and gaming. Classic Chinese mythology, such as Journey to the West, continues to hold cultural significance, especially among female audiences. This mix of global and local preferences creates both challenges and opportunities for new market entrants.
Market Leaders: LEGO & Disney
LEGO (15.8%) is the most popular entertainment brand in China, with near-equal appeal across both genders. Disney follows closely at 11.7%, also maintaining a gender balance. Their success stems from their ability to cater to diverse interests through storytelling, character diversity, and adaptable product lines.
Male Preferences: Action & Superheroes
Male consumers in China prefer action-packed franchises and superheroes. Leading male-dominated brands include:
• Spider-Man
(15.3% Male, 5.2% Female)
• Ultraman (14.5% Male, 3.7% Female)
• Marvel
(7.5% Male, 4.4% Female)
• Transformers (4.6% Male, 0.9% Female)
• Naruto (2.9% Male, 0.2% Female)
Competitive gaming brands such as Honor of Kings and One Piece also attract a primarily male audience.
Female consumers gravitate toward classic fairy tales, fantasy, and gentle storytelling.The top female-dominated brands include:
• Frozen (7.3% Female, 0.2% Male)
• Snow White (7.5% Female, 1.9% Male)
• My Little Pony (6.2% Female, 1.4% Male)
• Barbie (5.8% Female, 1.2% Male)
• Journey to the West (7.6% Female, 2.2% Male)
Interestingly, Chinese mythology remains a strong factor in female brand preferences, showing that cultural heritage continues to shape brand loyalty.
Chinese Animation Rises to Challenge Disney
Local animated franchises have grown in popularity, competing directly with Western brands.
• Boonie Bears (6.8%) and Pleasant Goat and Big Bad Wolf (6.3%) are leading domestic brands.
• Emerging players such as GG Bond (3.3%) and Super Wings (3.7%) are also gaining traction.
• These brands combine cultural familiarity with educational value, making them appealing to Chinese families.
Gaming: A Market with Balanced Appeal
Gaming continues to grow in China, attracting both male and female audiences.
• Honor of Kings (3.3%) is one of the most balanced gaming brands, with near-equal appeal across genders.
• Casual and social gaming is rising, helping bridge the gender gap in this sector.
Nostalgia & Mythology: A Key Consumer Influence
Nostalgia plays a crucial role in brand preference.
Traditional Chinese stories like Journey to the West and fairy tales like Snow White remain beloved, highlighting that consumers appreciate both cultural heritage and global storytelling.
Winning in China’s Licensing Market
With such a competitive yet evolving market, what are the key opportunities for brands looking to enter or expand in China?
1. Leverage Inclusivity: Brands that appeal to both genders, like LEGO and Disney, have proven to be highly successful. Creating products with broad appeal can increase market penetration.
2. Localize Content & Storytelling:
Chinese consumers value content rooted in their own culture. Local adaptations of international brands or leveraging Chinese mythology in marketing strategies can enhance brand relevance.
3. Capitalize on the Rise of Domestic Animation & Gaming: China’s homegrown entertainment brands are on the rise. Investing in local partnerships or licensing domestic intellectual property (IP) can be a winning strategy.
4. Target Competitive Gaming Audiences:
While still male-dominated, casual and social gaming is drawing more female players. Marketers can create more inclusive gaming experiences to reach a broader audience.
5. Utilize Nostalgia as a Marketing Tool:
Chinese consumers hold a deep connection to nostalgic and mythological content. Brands that integrate elements of cultural storytelling into their marketing will have an advantage.
China’s licensing market is a fascinating blend of international influence, domestic strength, and evolving consumer preferences. While the market remains highly competitive, opportunities abound for brands that understand the nuances of inclusivity, cultural adaptation, and market trends.
As Chinese audiences continue to embrace homegrown brands and nostalgic content, companies that strategically position themselves within these dynamics will find success in one of the world’s largest licensing landscapes.
GROUP
The BrandTrends Group is a unique, multi-country provider of marketing research, focusing on brand, lifestyle, consumer behavioral and attitudinal trends, with a particular focus on children, youth, and families. Their experienced researchers and analysts are renowned in the industry for their expertise in monitoring brand performances, consumer attitudes and behaviors across up to 53 markets annually, making them a reliable and respected authority in the field. One of their most interesting value points is their ability to look at facts from a different perspective, providing a unique reading of the true trends in the market.
Their proprietary analytics, such as the Brand Popularity Index and Consumer Demand Gap, coupled with high-quality and accurate data enable clients to identify the best opportunities in retail activation, competitive environments, and brand line equity and design.
As a respected and trusted leader in their field, they work with renowned global companies across a variety of industries, including consumer package goods corporations, entertainment studios, retailers, and industry bodies.
POP RACE has launched two 1:64 scale high-precision Lamborghini models, the Huracan STO and Countach LPI800-4, which have captivated the collector’s market with their flawless paintwork and meticulous craftsmanship. These models not only perfectly replicate the iconic design DNA of Lamborghini’s legendary supercars but also showcase POP RACE’s mastery in automotive model engineering, making them a must-have for enthusiasts and collectors alike.
As the official brand licensing partner of Lamborghini, Enzo e Partners Limited. (EEP) has been dedicated to expanding the Italian marque’s global footprint since its establishment in 2012. Leveraging deep industry expertise, EEP has brokered groundbreaking collaborations, such as the REDMI cobranded smartphones and Game for Peace partnerships, seamlessly blending Lamborghini’s racing spirit with technology and entertainment. Looking ahead, EEP aims to propel Lamborghini into bold new territories. Beyond its automotive legacy, the brand plans to expand into premium stationery, including luxury notebooks and writing instruments, catering to discerning consumers seeking refined lifestyle products. Simultaneously, smart wearable devices like high-tech watches will merge cutting-edge innovation with Lamborghini’s signature luxury. EEP also envisions immersive supercar-themed experiences through collaborations with theme parks and high-end hotels, inviting fans to engage with Lamborghini’s adrenaline-fueled culture beyond the road.
Through this dynamic diversification, Lamborghini transcends its identity as a mere automaker, evolving into a symbol of passion and innovation that permeates every facet of life. In the future, owning a Lamborghini won’t just mean driving a supercar—it will embody a lifestyle defined by speed, luxury, and limitless possibilities.
Unearth new licensing opportunities with JCB. Celebrating 80 years in 2025, JCB is a leading global brand in construction and agricultural machinery
Global Trademark Licensing are now actively seeking to appoint new licensees in the toys, collectibles and interactive categories for the JCB Brand.
