Yangzhou Enterprises Designed Toys for Iqiyi Animation Designed CCTV Spring Festival Gala...

With the fiery movie and animation industry, derivative toys have been sought after by people. Compared with a few years ago, more and more of the derivatives sold have a genuine license. A few days ago, the reporter learned that the derivative toys involved in a company in Yangzhou have obtained authorizations for multiple cartoon images such as Crayon Shinchan and Cherry Maruko.

Iqiyi pushes new anime "Invincible Fawn"

Yangzhou company allowed to design related plush products

Yesterday, in the Yangzhou Daai Culture Industry Development Company, the company’s staff was working overtime to make proofs, check samples, and contact customers.

In the company's sample room, piles of semi-finished and finished toys are piled up. Wang Jun, general manager of the company told the reporter that in another month or so, the domestic well-known video company iQIYI will launch an anime show "Invincible Fawn", which describes four different deer in the city, experiencing various experiences in the city. The story of funny funny adventures. Recently they are working overtime, and it is the deer dolls in the film. The first batch of products has been released.

Wang Jun said that this time, Iqiyi took the initiative to find the door. Through several meetings, the two parties had already signed the contract successfully, and Yangzhou Daai was responsible for the design, production, promotion and sales of the “invincible deer” related plush peripheral products.

In Wang Jun’s view, animation and film and television and even derivatives of variety shows is a gold mine. Now many Chinese-made animation and film and television dramas have begun to pay attention to developing derivatives suitable for themselves and sell well. “This also gives us such plush. Toy production companies provide business opportunities."

Obtaining multiple anime movie licenses

Has developed CCTV Spring Festival mascot pillow

"Invincible Fawn" is not the only product authorized by Wang Jun. On the wall of Wang Jun’s office, there are many anime posters. “These cartoon images are all that we have obtained.”

"There are many Huppah dolls in the market. Some of them can be bought for more than a dozen yuan, but some may cost tens of dollars. The quality of products varies greatly." Talking about the investment in copyright, Wang Jun explained that When processing plush toys began, they mainly took orders. In early 2015, they received the right to design, develop and sell the “Year of the Year mascot pillow” for the CCTV Spring Festival Gala, and began to contact the copyright issue of plush toys.

Wang Jun said that afterwards, CCTV's "Xile Street" crowdfunded peripheral products "Xiaoxi pillow" also found their design and development sales. “The first international license we won was the production and sales agency of Snoopy Plush Toys products in online stores and related channels in mainland China.” He told reporters that the company had successively won the Dream City in Beijing. , CCTV animation and other companies recognized the company, and access to the Arab League and other related products, design, production and network promotion and sales authorization.

"Little Demon" Hub was favored

Helping Yangzhou toy colleagues spend a storm

Among the products authorized by Wang Jun, the image most welcome by the market is the “Little Demon King” Hu Ba in the movie “Captive of the Demon”.

In March 2016, Daai Ai Company was authorized by Beijing An Le Company: from the 15th of March 2016 to the third month after the premiere of the film “Capturing the Evil 2”, it was possible to engage in the role of plush toys such as “Hu Ba”. Image design, production, promotion and sales.

"The film is very hot. It is indeed a surprise that we can obtain this authorization." Wang Jun said that he was just holding the try-out attitude and got in touch with the director. "At that time, hundreds of companies wanted to obtain this authorization. In the end we succeeded.” The styling in the film is not easy to restore to reality. From color, texture to facial expressions, we are very particular about it. “We also invited professional proofing divisions to make proofs. After a few modifications, we have The final product."

However, just a few days after the catching up of the evil spirits, some businesses began to make imitations. Jun Wang recalled that the genuine license that he finally got was squeezed by the copybook. In the first half of 2016, movie distributors successively filed a large number of online shops such as JD.com and Tmall.com, including many sellers of Yangzhou plush toys.

Although he has obtained authorization, Wang Jun, vice president of the Yangzhou Electronic Chamber of Commerce, hopes and works hard to help everyone coordinate and solve the problem. He believes that the joint development of toy enterprises in Yangzhou can achieve the upgrading of the entire industry.

Wang Jun said that the anti-counterfeiting turmoil was eventually resolved by means of collective reconciliation. This is also a typical case of domestic network counterfeiting and collective reconciliation. In July last year, the China Internet Association Mediation Center also sent a silk banner. Reporter Qiu Ling

【Expert Reviews】

From the cottage to the authorization

Yangzhou toy industry should pay attention to originality

In Wang Jun's opinion, with the increasing awareness of rights protection by copyright owners, simply relying on imitation of cottages has made it difficult for the toy industry to continue to develop. To this end, his team also independently developed a professional toy online platform “Toy China” to provide a wholesale sales platform for the plush toy authorization and original producers in Yangzhou and even the whole country, launching original plush toy designs, and Launch animation works. “We also hope that we can promote the preservation of genuine and genuine production through various means, and accelerate the launch of original products. We also hope that the government can speed up the guidance and support of the cultural industry.”

Huang Jie, a researcher at the Yangzhong University Suzhong Development Research Institute, said that today's plush toys in Yangzhou have come to a crossroads. "With the increasing awareness of intellectual property rights in recent years, the introduction of excellent cartoon authorizers, to acquire more copyright, we must also pay attention to the development of our own cultural and creative products." He believes that only by accelerating original innovation and upgrading, through A variety of channels can break the predicament and form an influential Yangzhou plush toy brand in the country and even in the world.