Peggy Piggy, who is popular all over the world, quickly captured a large number of preschool children in three years in China, and its operator Entertainment One (eOne) also made a lot of money with this explosive IP. Peggy Piggy brought sales of $65.438+06.5438+0 billion in fiscal year 2020, and the retail sales target in 2020 is $2 billion.
What is the magic of the seemingly simple, simple appearance and minimalist image design of "Piggy Peggy", which fascinates children all over the world? What experience does eOne have in animation production and brand authorization? Recently, Ami Dieckman, global licensing director of eOne, and Claire Ellis, Asian licensing director of eOne, accepted an exclusive interview with Chinese and foreign toy network reporters in Shanghai, and shared the valuable experience of eOne in exploring the animation licensing industry in China.
Good content
China has vigorously developed the animation industry this year, and the number of animation dramas has skyrocketed, but only a handful of truly popular works are available. Peggy Piggy has achieved great success in China. What is the secret? Ami Dieckman believes that "good content is very important". She said, "To build an excellent IP, the production team needs great patience, attention to detail, and content is king. If you create high-quality content that is close to life and makes people feel emotional, children will easily find and love it. As a large IP-owned enterprise, in fact, our IP portfolio is not much. But we really care about what children want and have a close connection with them through content. We create content not to sell products, but to let children learn life knowledge and get a happy and beautiful experience. "
Claire Ellis added, "If you just make industrial films that sell products, you may only live for a year or even a season."
The production company of Peggy Piggy is astley Baker Davis (ABD). In 20 15, eOne Company acquired 70% equity of ABD Company at the price of140,000, making ABD a subsidiary.
Ami Dieckman told China Toy Network reporter, "This means that we not only have a close partnership with ABD, but also have a good brand management relationship. Everything we do, including authorized projects, can vividly and timely reflect the fresh stories in cartoons. The content production team is still the core of the brand, and they create attractive new stories. They work closely with eOne. Our equity in ABD enables us to do many things outside ABD, such as creating online content, introducing new entertainment experiences, and producing marketing materials for retailers, broadcasting platforms and various brand partners. "
Many successful animation works will soon have plans for big movies, but Peggy Piggy, which has a history of 13 years, still has no consideration in this regard. Ami Dieckman believes that one of the keys to Peggy's success is that the content is short and pithy. Peggy Piggy is about 5 minutes per episode. We don't want to make a movie to lengthen the content. However, we believe that theaters do have great potential to be developed. In Britain and Australia, we created My First Experience, which allows children to watch brand-new content in a cinema-like scene and interact with Peggy's dolls on the spot. "