Disney animation "Zootopia 2", which has grossed 1.8 billion yuan within just five days of release in China, is not only captivating audiences in cinemas but also igniting a craze for its merchandise covering around a dozen kinds of products including toys, cards and daily necessities from nearly 60 brands.
As a sequel to the Oscar-winning animated film, Zootopia 2 has the same protagonists as the previous film: Judy Hopps and Nick Wilde. It is leveraging its IP value and large fan base for a greater commercial success since its premiere in China on Wednesday.
"The design of its merchandise and the overall marketing strategy are becoming increasingly sophisticated and effective. So we see products emerging across all kinds of consumer scenarios. It's a merchandise ecosystem for the entire industry chain featuring two-way empowerment and profits for all, which will continue to improve," said Zeng Weijing, deputy secretary-general of China Animation Association.
A pop-up store in Beijing has shelves brimming with "Zootopia 2" merchandise, from blind boxes to accessories, with the staff busy restocking items.
"Currently, our daily average foot traffic is nearly 1,000 people. Ring blind boxes, Zootopia residents blind boxes, and several models of plush toys have been very popular among shoppers. Our refrigerator magnet blind boxes are already sold out. We are restocking at irregular intervals throughout the day to ensure the items remain available for our customers, since many of them are from far away and would be very disappointed to miss out," said Liu Hongling, manager of the Miniso pop-up store.
Some Zootopia fans say they are seeking emotional value from the shopping experience.
"I may get Judy the rabbit from the blind boxes," said a little girl shopping at the store.
"I would buy blind boxes, figures, co-branded coffee, plush toys, and accessories for emotional fulfillment," said a shopper.
"This is Nick's tie, and this is a hair tie of another character. It has been nine years since Zootopia 1. I was still a child back then, unable to buy anything. Now, I already have some ability, so I'd like to buy some merchandise as souvenirs. I think they represent my emotional bonds with the film," said another shopper.
This fervor is equally strong in other collaborations. The co-branded toothpaste and toothbrushes from brand Mompick featuring the film's characters have topped sales charts on e-commerce platforms for several consecutive days.
"Both Judy and Nick are very positive characters. For children, toothbrushing is not a happy thing, and they don't often do it proactively. This time, we have innovatively combined toothpaste with figures they like, which can help children develop a toothbrushing habit to prevent decays. In the meantime, they also get a toy after the toothpaste is all gone. So the product has been well received by parents and children," said Dai Yuzhou, a partner of the brand.
The immense popularity of "Zootopia 2" has further been confirmed by partner brands in the trading card sector.
"This time, we have launched three series of products, including collectible cards, goods, and candy toys, which cover multiple scenarios and require the cooperation among multiple production lines. On the premiere day of the film, hundreds of livesteaming channels broadcast the unboxing of Zootopia cards. A good launch timing has brought about good sales of the co-branded products," said Lin Jun, chairman of Jason Entertainment and founder of trading card brand Card Fun.
Zootopia 2 box office success sparks merchandise craze
