晨光文具国漫嘉年华登陆上海书展，IP联名点燃Z世代消费热情

Group 1 - The core viewpoint of the article highlights M&G's successful "National Comic Carnival" event in Shanghai, aimed at engaging the Z generation consumer group through popular IP collaborations [1] - The event featured immersive experiences with popular IPs such as "Sword Comes" and "Slashing God," enhancing consumer interaction and engagement [1] - M&G's event is part of a larger back-to-school campaign covering 15 cities and over 20,000 themed stores, reinforcing emotional connections with young consumers and solidifying its industry leadership [1]