With the Trailer “What is Peppa Pig” Arousing Heated Discussion, will the Most Popular Child IP Become the next Mickey Mouse?

Click the Link to Watch the Trailer:What is Peppa Pig

On January 17th, the words “What is Peppa Pig” were like a sudden tornado, swept the entire circle of friends, and the Internet was instantly swept by “pink steel pigs”.

It turned out that yesterday, “Pig Peggy Grand Year” released a promotional film “啥 is Page” through the official social account, which tells the rural grandfather Li Yubao that he hopes that the grandson can come to his side for the New Year and asks the grandson what gift he wants, grandson. Say “Pec”. The grandfather in the countryside did not know what Peggy was, so he tried his best to ask “I am Peggy.” During the period, Zhang Peiqi, Dishwasher Peggy, Peiqi and other gods returned to take turns, which made people laugh. Finally, Grandpa learned that Page was a pink pig, a cartoon character, so he used a blower to weld a pink Peggy, and gave it to his grandson when he was reunited on New Year’s Eve. In the end, Li Yubao followed his son into the city for the New Year, and in the cinema, he watched the movie “Little Pig Peggy Over the Year” with his grandson.

The gathering of a series of sensitive words such as the New Year, the Spring Festival, the family, the left-behind elderly, and the gap between the rich and the poor has become an important factor in the short filming. The marketing with emotion as the selling point seems to be tried and tested today. As the film of the Chinese family released on the New Year’s Day, “Little Pig Peggy’s New Year” does not pick up the full-fledged drama fragments like the promo or promotion films of most movies, but with the help of “New Year’s reunion” The theme, the distance across generations, shows the warmest, truest love.

Some netizens said that this may be the most popular propaganda film in history. Many netizens have commented on the comments: “There is a touch of humor in the humor, I want to go home after reading.” “It’s really old, I just cried a propaganda film.” “The film is really good, hardcore grandfather” “Official stamp: Peggy looks like a hair dryer, not a netizen.” “If this notice is better than a positive film, what should I do?”

The Family Movie is Adapted from TV Animation, the Main Creative Team Made Years’ Efforts to Make the IP

Yan Jiahuan’s film “Little Pig Peggy’s New Year” was jointly filmed by Alibaba Pictures and the British copyright party Entertainment One (also known as eOne), adapted from Astley Baker Davies (ABD) company’s “Little Pig Page” UK preschool TV series animation, is expected to become the box office dark horse of the Spring Festival. It combines the cartoon image “Little Pig Pei” with traditional Chinese festivals, and tells the story of the dumplings, the dumplings and grandparents on New Year’s Eve, and the experience of traditional customs. The film will be released in mainland China on February 5th, and will become the first choice for many family members.

“Little Pig Page”, also known as “Pepper Little Girl”, describes her happy experiences with her family, humorous and funny. In almost every season and every episode, Page’s parents will appear, grandparents are rarely absent, and the emotional tone is warm and sunny, both innocent and intimate. Although Page will have small setbacks and challenges, there is no violence, darkness, brokenness and sadness.

The protagonist Piggy, a pink pig from the UK, looks a bit like a hair dryer. With a simple and playful design image, it quickly moves from online to offline, so that all major brands are eager to join forces with it. The unexpected success of the animation made it a hot child IP, and the company was able to gain fame and fortune. The core team that created Piggy Page is three people: screenwriter Mark Baker, director Neville Astley, and producer Promoter Phil Davies. In 1999, after an analysis of the trends in the animation industry at the time, three people decided to take a different approach, making an animal-themed cartoon and setting the main character as a woman. They finally chose a pig that looked a bit stupid.

At that time, the most popular was 3D technology, and the production technology of “Little Pig Page” was two-dimensional, and there was no big-name star blessing. The plot is not complicated enough, and many investors are not optimistic. In the end, they attracted a dealer and the British Channel 5 to invest in a forum, and convinced the family to make up the money. On May 5th, 2004, the fifth channel of the UK broadcasted “Little Pig Page”, which received rave reviews and won several awards. The persistence of the three people finally paid off. In 2007, eOne acquired Contender Entertainment Group, the original publisher of Piglet. In 2015, it acquired a 70% stake in the studio of three people, Astley Baker Davies, for £14 million. Backed by big trees, Piglet is the most important asset in eOne’s home entertainment business.

Cooperation and Promotion Enhances its Brand Popularity, Quality Content Makes it a Worldwide IP

An animator said that the popularity of Piggy’s Peggy is related to his unique positioning. In addition to the group for children, it also affects parents after the 80s and 90s, greatly increasing the audience. In addition, with the promotion of CCTV, social media and some short video platforms, animation can achieve such influence.

eOne has established good cooperative relations with internationally renowned broadcast program trading companies and broadcasters. Through cooperation, it will soon promote the “Pig Pig” animation to different countries and regions, such as France, Brazil and China. In June 2015, “Little Pig Page” was posted on the CCTV Children’s Channel, and was broadcasted on the iQiyi and other online platforms in August of the same year. In 2016, the children’s channel was broadcasted in two rounds, which further magnified its IP heat. After continuous promotion, Pig Pecs became the world’s most popular animation for preschool children. eOne’s 2017 annual report shows that “Pec” generates more than $1.2 billion in annual global retail sales and more than 800 global licensors. It is estimated that by 2020, retail sales are expected to reach $2 billion.

“Strong channels are on the one hand, and the key is quality content.” Wei Pengju, dean of the Institute of Cultural Economics of the Central University of Finance and Economics, believes that the combination of strong and strong makes “Little Pig Page” become China’s most popular child IP in a short time. .

One of the parents’ comments is that Piglet is the most recognizable family life. For example, one of the current views of family education is to have a mother with a peaceful mood, and Page’s mother is always amiable. Page has inadvertently made a small mistake, and she will gently criticize it. Said to be a role model for modern society mothers. Peggy’s father has never been absent. He is an office worker, and he is versatile and occasionally a little confused. For the company’s companionship and education, Page’s father is mostly to help them build self-confidence, not to compete with their children, let them go “win.”

The establishment and management of love between parents and parents is the best education for children. This is what is transmitted by Piglet. The hot debate caused by the ideal education, the IP carnival of new media, and the hot sales of derivatives such as plush and books made “Pigpe” eventually become a national IP from a young child IP. As of May 25, 2018, “Little Pig Page” achieved 138, 141, and 330 million hits in Youku, Iqiyi, and Mango TV respectively. “The IP fever of the whole people will eventually change, but as a high-quality child IP, “Pigpe” will still maintain a long-term vitality and influence.” Wei Pengju said.

In 2018, the average weekly search index for “Pigpe” reached 146,809, which is 8.9 times that of SpongeBob and 27.6 times that of Antenna Baby.

The Industrial Chain Amplifies the IP Value, and the Path to Fame may Replicate “Mickey Mouse”

“The theme park is an important part of the animation IP industry chain. The park with the theme of animation IP will bring its own traffic, realize the animation IP through the park, enhance the brand awareness of IP and extend the IP life cycle.” Zhou Kaixuan, a film and television investor who invests in IP derivatives projects, believes that the secret of Disneyland’s success is here.

In 2011, the British Pig Peggy Theme Park opened, with an annual number of visitors of around one million. It is reported that eOne plans to open a theme park for Pig Peggy in China, and will also begin the three-year tour of the Pig Pecs stage show to further promote the influence of the IPPIP IP and realize the IP value. maximize.

According to the popularity, “Pigpe” seems to have the possibility to copy the Disney “Mickey Mouse” path.

According to public data, as of 2017, the total retail sales of authorized goods has exceeded 298 billion US dollars, of which Disney ranked first with the authorized retail sales of 540 US dollars. eOne also relies on “Little Pig Peggy” and “masked pajamas”. The authorization of Children’s Animation IP has realized a retail sales of 1.5 billion US dollars in merchandise.

The Chinese derivatives market is becoming a bright spot. According to gamma data, in 2017, China’s mobile game sales revenue was 116.12 billion yuan, up 41.7% year-on-year. The mobile game revenue from cultural IP was 74.56 billion yuan, accounting for over 60% of the total mobile market revenue. The income growth mainly depends on cultural IP. Adapted contributions.

On the experience of becoming famous in China, “Mickey Mouse and Donald Duck” and “Little Pig Peggy” are slightly similar, and also rely on the platform of CCTV. In 1984, Disney and CCTV reached an agreement to broadcast “Mickey Mouse and Donald Duck”, which laid the foundation for the development of Disney in China.

“On the influence, Mickey Mouse just played a good foundation. Disney’s success was established through a good-selling movie. Page still needs some time to polish, “Little Pig Peggy is a New Year” A good try,” Zhou said.

Editor:Turing