展开《疯狂动物城2》长达60多家的联名品牌名单，既有泡泡 玛特、名创优品等以IP为核心元素的潮玩品牌，还涌入了跨界 品类。从零售潮玩到服饰箱包、从黄金饰品到家电3C、从美 妆到快餐，从东方航空、大众汽车到天猫、京东超市等电商平 台，IP联名产品几乎覆盖了人们的衣食住行方方面面。 作者：罗文利 封图：东方IC 看着电商后台滚动的销售数据，代羽舟知道，这次大胆尝试的迪士尼动画IP授权联名活动，"押 宝"成功了。 迪士尼时隔9年推出的动画电影《疯狂动物城2》，中国内地预售票房超3亿元，上映7天票房超20 亿元，已成中国影史进口动画票房冠军。自2025年11月26日与北美同步上映以来，该影片在中国 内地的票房表现超过北美市场，暂居全球第一。 拿下IP授权 作为兔头妈妈市场和销售的负责人，代羽舟从前年就开始观望市场上一些潜在的IP联名标的。 每年9月，迪士尼会举办大中华区消费品启动大会，并将其IP授权的业务表现和未来战略作为重点 展示。在去年的大会上，兔头妈妈团队看到了迪士尼即将上映的《疯狂动物城2》和品牌的契合度 非常高。 没过多久，代羽舟便带领团队开始接触迪士尼商讨《疯狂动物城2》的授权合作，他和团队为此准 备了丰 ...

Core Insights - Disney's animated film "Zootopia 2" has achieved significant box office success in China, surpassing 3 billion yuan in pre-sales and over 2 billion yuan in the first week, making it the highest-grossing imported animated film in Chinese history [2] - The collaboration between Disney and various brands, including the children's oral care brand Rabbit Mom, has led to a surge in IP licensing business, with a reported threefold growth in the Zootopia IP licensing in Greater China since December 2023 [3][5] - The trend of deep integration of IP into product design is becoming more prevalent, with brands focusing on emotional connections with consumers through character-driven products [3][6] Brand Collaboration and Market Strategy - Rabbit Mom began exploring potential IP collaborations two years ago and successfully secured the licensing for "Zootopia 2" to create a series of oral care products [4][5] - The collaboration with "Zootopia 2" was driven by the alignment of the film's audience with Rabbit Mom's target demographic, appealing to both children and their parents [6] - The pricing strategy for the collaborative products is set below 30 yuan, targeting a broad consumer base, with plans for further IP collaborations in the future [7] IP Licensing Dynamics - The IP licensing process involves thorough due diligence and negotiation, with brands needing to demonstrate compatibility and market performance to secure licenses [8][9] - The common business model in the IP licensing industry is a "minimum guarantee + revenue share" approach, ensuring both parties benefit from sales performance [9][10] - Brands are increasingly focusing on long-term partnerships with stable IPs to avoid short-term collaborations that do not yield sustainable benefits [11] Market Trends and Future Outlook - Disney's strategic focus on the Chinese market is evident, with tailored content and a significant push for IP collaborations across various sectors, including retail and entertainment [12][14] - The anticipated release of "Zootopia 2" has led to a flurry of pre-launch collaborations, with numerous brands engaging in cross-promotional activities [12] - Disney's consumer products division reported a retail revenue of $62 billion, highlighting the importance of IP in driving sales and brand recognition in the Chinese market [14]