合作品牌超60个，《疯狂动物城》联名也疯狂

Core Insights - The article discusses the successful IP collaboration of Disney's animated film "Zootopia 2" in China, highlighting its extensive brand partnerships across various industries, including retail, fashion, and food [1][3][16] - The film achieved remarkable box office success, surpassing 3 billion yuan in pre-sales and 20 billion yuan within the first week of release, making it the highest-grossing imported animated film in Chinese history [2][16] - The article emphasizes the strategic importance of deep integration between brands and IPs, moving beyond superficial collaborations to create products that resonate emotionally with consumers [3][6][11] Brand Collaborations - Over 60 brands have partnered with "Zootopia 2," including popular names like Pop Mart and Miniso, covering a wide range of products from toys to cosmetics and even airlines [1][3] - The collaboration approach has evolved, focusing on aligning product features and aesthetics with the personalities of IP characters, thus enhancing consumer engagement [3][6] - The children's oral care brand Rabbit Mom successfully launched a series of co-branded products, selling over 100,000 units of their toothpaste within a short period [2][5] Market Dynamics - Disney's IP licensing business in the Greater China region has seen a threefold increase since December 2023, with expectations to release over 2,000 licensed products by the end of 2025 [3][16] - The article notes that brands must start planning for IP collaborations well in advance, ideally six months before a film's release, to ensure successful product launches [12][16] - The licensing model typically involves a "minimum guarantee + revenue share" structure, providing security for both the licensor and licensee [11][12] Consumer Engagement - The article highlights the shift in consumer expectations, with brands increasingly focusing on emotional connections and accessibility in their IP collaborations [3][16] - Disney's strategy includes tailoring content for the Chinese market, such as incorporating zodiac elements into the film, which resonates with local cultural values [16] - The success of "Zootopia 2" is seen as a reflection of the growing importance of the Chinese market in global trends, with Disney positioning itself to leverage this potential [16]