China's animated blockbuster "Ne Zha 2" has not only achieved phenomenal success at the box office but also sparked a surge in demand for related merchandise, with factories now operating at full capacity to keep up with the growing orders.
At a production facility in Dongguan City, south China's Guangdong Province, printing machines are operating at full speed. The factory, which produces products featuring characters from the film -- such as Ne Zha, the mythical figure with extraordinary powers, and Ao Bing, the Dragon King's son -- has been overwhelmed by a surge in orders that far exceeded expectations.
"We simply can't keep up with demand, it's completely overwhelming, but we're doing everything we can. We've already doubled our workforce, yet we're still short-handed," said Xiao Weiguo, the workshop manager.
The film's ability to drive merchandise sales has caught the attention of trendy toy companies, which are eager to capitalize on the growing demand. These companies have ramped up their product development, expanding beyond the main characters to include supporting characters like Shen Gongbao, Jiejie Beast, and Shiji Niangniang (Lady Rocky).
"Before the Spring Festival, we stocked up with over 300,000 sets of Ne Zha-themed toys. After 'Ne Zha 2' was released, these toys sold out within just three days. Since resuming production after the Spring Festival holiday, we've collected new orders for over 3 million sets, nearly a tenfold increase. After the Spring Festival holiday, we've been continuously developing new products, with around 40 to 50 new SKUs (stock keeping units) set to launch soon," said Chen Qi, general manager of a gifts company in Dongguan.
Meanwhile, in the Yiwu International Trade Market in east China's Zhejiang Province, known as the "world's supermarket," older Ne Zha-themed products such as headbands and spears have seen a revival in popularity. These products, originally designed years ago, have now become popular alternatives for consumers.
"Starting from the sixth day of the Chinese New Year, some of our long-time clients and friends have come to us asking for products. By the tenth day, as workers gradually returned, we resumed production. So far, we've received 200,000 yuan worth of new orders [for Ne Zha-themed headbands]," said Wang Kai, manager of the Yiwu Yimin Accessory Co., Ltd.
In addition to headbands, the Ne Zha-themed fire spear, which appears in the movie, has also made a comeback at the Yiwu market.
"The tip of this spear is not so sharp, making it safer for children to play with. It features a lotus flower design in the middle and is automatic --just press the button, and the spear's top will pop out. Children find it quite exciting," said Wu Huixian, a store owner at the Yiwu International Trade Market.
One of the film's most popular characters, the groundhog, has also sparked an unexpected market trend. Due to the scarcity of official merchandise, the capybara -- an animal with a similar appearance -- has emerged as a stand-in product.
One store at the Yiwu International Trade Market displays hundreds of capybara-themed plush toys in various adorable designs, drawing in customers with their irresistibly cute appeal.
Animated blockbuster Ne Zha 2 sparks surge in demand for themed merchandise
