Enduring Charms: How Beloved Characters Transcend Generations
The most profound form of love often manifests as steadfast companionship. In a world increasingly shaped by digital innovation, even characters born from virtual realms can, when infused with genuine affection, radiate a vibrant, timeless appeal that effortlessly bridges generational divides. This phenomenon was a central theme at the recent WildBrain CPLG 2024 China Brand Summit held in Shanghai. Drawing over 250 prominent figures from the global licensing and retail sectors, the summit served as a pivotal platform to showcase WildBrain’s comprehensive 360° brand management solutions, highlight its ongoing commitment to localized location-based entertainment, and unveil an ambitious slate of activities and initiatives planned for its iconic IP brands throughout 2024 and 2025.
The re-emergence of beloved classics like “Teletubbies” and “In the Night Garden” at the event evoked a powerful wave of nostalgia among Chinese families. These shows, deeply etched into the collective memory, reminded attendees of a simpler time when “everyone was a baby.” Now, these original “babies” have grown into adults, yet these charming characters continue their journey, accompanying a new generation of children across diverse platforms and through fresh narratives. This enduring appeal underscores the power of well-crafted stories and characters to become integral parts of our lives.
Timeless Narratives and Cross-Generational Resonance
“Teletubbies” and “In the Night Garden” undeniably possess an immense, cross-generational influence within China. The vibrant, playful Teletubbies, with their simple yet profound adventures, empower and inspire preschool children to engage in singing, dancing, language acquisition, and skill-sharing. This gentle encouragement fosters their general development and growth, simultaneously forging cherished childhood memories that resonate with swathes of fans for decades. “In the Night Garden,” originally conceived as a calming solution for parents grappling with bedtime routines, has gracefully evolved to offer soothing companionship to countless Chinese consumers seeking tranquility. As significant emotional anchors for successive generations, both “Teletubbies” and “In the Night Garden” are strategically honing their focus on the burgeoning parent-child market and younger demographics, poised to launch new content that promises to continue bringing joy to children and comfort to parents.
Just two short years ago, the iconic “Peanuts” franchise also found a new home within the WildBrain family. The celebration of Snoopy’s birthday, a beloved key character in “Peanuts,” transformed into a significant fan event throughout the past year, underscoring the deep affection audiences hold for these classic figures. The genius of “Peanuts” lies in its character-driven storytelling, which ensures its perpetual freshness. Whether one identifies with the philosophical musings of Linus, the bossy demeanor of Lucy, the athletic ambition of Peppermint Patty, or the eternally optimistic struggles of Charlie Brown, the comic strip’s diverse cast provides a relatable reflection of individual experiences and the complexities of the human condition. Engaging with “Peanuts” is akin to peering into a mirror, reflecting both oneself and the wider world.
Embracing Local Culture with Authenticity
WildBrain is demonstrating remarkable sincerity in its strategic efforts within the Chinese market. This commitment is evident in the broad availability of its content, with popular titles such as “The Snoopy Show” and “Snoopy in Space” accessible on leading local platforms including Youku, iQiyi, and Bilibili, ensuring wide reach and accessibility for Chinese audiences.
Martin Wank, Executive Vice President of WildBrain CPLG, exemplifies this deep commitment by even adopting a Chinese name, “Wan Ma Teng.” His numerous visits to China are not mere formalities; they are driven by a genuine desire for immersive understanding. As Martin (Wan Ma Teng) articulates, “Only by coming to this land, gaining firsthand insights, and conveying these insights to our content team can we help them better understand the Chinese market.” This belief in direct observation translates into tangible localization. This past Chinese New Year, the Teletubbies embarked on a unique cross-cultural collaboration with beloved local Chinese IPs, Fat Tiger and Fei Long. Together, they launched a festive New Year-themed image library, integrating the Teletubbies into the fabric of daily digital life through themed skins, red envelope covers, and emojis on popular online platforms like Alipay, WeChat, and Gaode Map. These initiatives are exemplary instances of localized creation, truly embodying the spirit of “when in Rome, do as the Romans do.”
Reflecting on evolving societal trends, Wan Ma Teng highlighted a significant cultural shift: “In recent years, more and more people in China are choosing to relieve the stress of life by raising pets. The new concept of ‘child-rearing’ style pet ownership has also emerged.” This keen observation immediately led him to connect with Snoopy – the quintessential embodiment of an ideal dog’s life. “We concretize the love that Snoopy embodies in the story, meticulously recreating scenes and shapes from the Peanuts comic strip through carefully designed products,” he elaborated, emphasizing how these products convey “the owner’s good wishes for their pets.” The desire, much like for a child, is for pets to grow up happily, freely, and carefree, just like Snoopy himself. This thoughtful connection between IP and local cultural trends demonstrates WildBrain’s sophisticated approach to market integration.
Forging New Narratives: The Ambition to Tell Chinese Stories
WildBrain’s vision transcends merely incorporating Chinese elements into its existing products; it boldly aims to create original Chinese stories rooted in local experiences and talent. Driven by complex content distribution dynamics, WildBrain has been actively engaging with a diverse array of local platforms. Following an extended and fruitful collaboration with iQiyi, a deeper, shared vision emerged: the possibility of co-creating an entirely new project. This ambition led to the collaboration between WildBrain and iQiyi on an exciting new series titled “Jetman.”
Wan Ma Teng detailed the exciting specifics of this groundbreaking venture: “This project is produced locally in China, bringing together a wealth of local talent, including talented voice actors and creative directors.” He emphasized, “This unique approach profoundly highlights our unwavering commitment to genuine localization in China, leveraging local production capabilities to authentically capture intricate cultural nuances.” “Jetman” is a testament to the synergistic fusion of international creative vision and profound local experience. The series is eagerly anticipated to launch on iQiyi in the latter half of this year, with subsequent plans for promotion across various international platforms, showcasing a true global-local partnership.
Animation, at its core, is a dream-making industry. These cherished dreams are born from the boundless realms of imagination. Whether pondering the self, understanding the world, or envisioning the future, beautiful stories seamlessly translate into the microcosm of childhood, igniting and nurturing beautiful imaginations. These nascent imaginative sparks later contribute to the grand narrative of one’s expansive “I.” This is the profound and beautiful gift that these cross-generational animation classics bestow upon children, and indeed, upon adults who continue to find wonder and reflection in their timeless tales. The lasting impact of these characters and stories underscores the truly enduring power of animation to shape hearts and minds across the ages.
