浪浪山草台班子现身上海书展，文创、新书蹭上小妖怪热点

Core Insights - The animated film "Wang Wang Mountain Little Monster" has achieved significant success, grossing over 1 billion yuan, making it the highest-grossing 2D animated film in Chinese history [1] - The ongoing 2025 Shanghai Book Fair has seen a surge in interest for merchandise and new books related to the film, indicating a strong cultural impact [1][3] Industry Trends - The popularity of "Wang Wang Mountain Little Monster" has led to the release of various merchandise and new publications, including a visual art book and an official picture book, which are well-received by the audience [3] - The book fair features a dedicated area for childhood memories, showcasing classic animated characters and related products, highlighting the trend of leveraging nostalgic IPs for new content [3] Cultural Analysis - The film and its associated products are seen as part of a broader resurgence of interest in the "Journey to the West" IP, which is being interpreted through various modern lenses, including business and management [4] - The author Li Guangdou suggests that "Journey to the West" can be viewed as a narrative of industrial upgrading, reflecting contemporary economic challenges and the need for innovation [4]