Cultivate IP to resist the wind and sail to the sea

Tech 2023-06-05 08:30:28 Source: Network

Lala Hey, the alarm clock is ringing, Lala Hey, wake up quickly ", when the familiar melody rings, many children will involuntarily hum along. This song "Lala Hey" is the theme song of the animated series "The Cosmic Guard" and has gained widespread recognition among the youth and children community

Lala Hey, the alarm clock is ringing, Lala Hey, wake up quickly ", when the familiar melody rings, many children will involuntarily hum along. This song "Lala Hey" is the theme song of the animated series "The Cosmic Guard" and has gained widespread recognition among the youth and children community.

In 2018, after the release of "The Universe Guard" produced by Perfect Kunpeng Animation Technology Co., Ltd., a subsidiary of Perfect World, it was successively broadcasted on more than a hundred television stations across the country, including CCTV Children and Kaku Children. It was also launched on video platforms such as iQiyi, Tencent, Youku, and Mango TV. Not only did it win the first place in viewership multiple times, but the video platform also had over 3 billion views. Subsequently, the series embarked on the path of cultivating the IP brand of "Cosmic Guard" at the rate of one 52 episode series per year.

This year's May Day holiday, the first major film of "The Cosmic Guard", "The Cosmic Guard: Storm Power," was released in theaters nationwide, achieving the expansion of the IP brand. The Cosmic Guard: Storm Power "tells the touching story of the captain of the Cosmic Guard, Storm, who remembers his father's teachings of" as long as he keeps working hard, miracles will inevitably occur ". After enduring difficulties and obstacles, he ultimately defeats Dr. Kuanglan and retrieves his father and the villagers. The film revolves around the core theme of "effort", conveying the values of striving upwards through cleverly crafted stories and vivid and interesting character portrayals. Whether it is for family parent-child education or for contemporary young people, it has practical significance.

The radiation scope of the series is mainly for children, and movies can leverage more resources to let parents and even young people understand the animation IP brand of "The Cosmic Guard". In the process of creating the movie script, we have a goal, hoping that parents can be attracted by the story plot, put down their phones, and experience the animation with their children when watching. From the perspective of the viewing effect, we have basically achieved this goal When it comes to the extension of animation IP in movies, Liu Peng, the screenwriter and director of "The Cosmic Guard," said.

The protagonist of "The Universe Guard" is the tiger, monkey, and pig in the Chinese zodiac, which naturally integrates animal science popularization and disaster prevention and reduction knowledge into the plot, such as "the pig's nose is more sensitive than the dog's" and "the Komodo dragon uses its tongue to detect odors". At the same time, each episode will have a positive energy theme, allowing children to understand the importance of qualities such as bravery, perseverance, and sharing while watching the series.

From the beginning, 'The Cosmic Guard' has been targeting the international market, reaching advanced international levels in both character production and scene design, making the series highly competitive in the international market. Since last year, 'The Cosmic Guard' has been released overseas. At present, Olympus at, a leading company in the US television industry, has purchased "The Spaceguard" and translated it into English and Spanish, which will be broadcasted in the United States, Canada, and Latin American countries. The English version has been launched on the well-known children's entertainment platform ToonGoggles and broadcasted in countries such as the United States, the United Kingdom, Canada, Australia, and New Zealand. Qatar beIN Media Group plans to purchase and translate it into Arabic and Turkish. Li Fei, the overseas distribution director of "The Cosmic Guard", stated that within 2023, the "Cosmic Guard" series will meet with children from dozens of countries around the world.

It is reported that the "Cosmic Guard" will create a "Rainbow Guard" series targeting girls in subsequent episodes, with the character "Rainbow" as the first protagonist. Other characters that have not yet appeared in the twelve zodiac signs will also be added to the new plot creation, consolidating the foundation of the creation of the twelve zodiac signs. At the same time, the series of animations will continue to build the IP brand of "The Universe Guard" at the pace of one episode and one movie per year, through a dual wheel drive mode of both episodes and movies.

Once the animation brand is accepted and recognized by the audience, with the release of new episodes each year, the brand influence will continue to accumulate, and the long tail effect of animation will make the animation IP brand long-lasting. "Liu Peng said," Although this will be a long and arduous process, we will make all efforts to make "The Universe Guard" an IP with international influence

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