Animation is a great way to build children’s IP

IP is the abbreviation of “intellectual property”, its original meaning is “knowledge (property) ownership” or “intellectual (property) ownership, is an intangible property right, in many cases, almost can not find a very clear scope, it is a kind of image, emotion, brand and other pluralistic mix.

Children’s IP “new” story

You may have seen the cartoon images like calabash Brothers and Pleasant Goat and Big Big Wolf for countless times, but in fact, they have another definition, called children’s IP, and this is the “new” story of the current domestic early education content products. Yang Wei, CEO of Bewa Children’s Song, said that in the future, Bewa will create a strong IP in the field of children, and use the IP brand to create a comprehensive entrance of the children consumer goods industry.

“Since the creation of Dona, we have paid great attention to the development of IP sets. Our IP sets are extremely malleable, and they themselves are named after” gourmet food “. Dona’s English name is’ doughnut ‘.” “Dona” director of New Oriental Chen Wanqing said.

In fact, IP is not a new idea. One of the core competitiveness of such familiar early childhood education brands as Disney, Qiaohu and DORA is the IP influence over a long period of time. For the current online entrepreneurs who are dediceted to childrend’s consumer products, IP is also an important resource they must rely on.

Under the strong entry of capital, IP has already become a hot word, in the film and television, games and other entertainment industry is frequently appeared. In the field of children, IP is also involved, but most of the talk is about foreign products — Disney, Tiger, DORA, SpongeBob Squarepants, Teletubbies and other familiar IP.

However, in fact, these IP are not the same in nature. From a more pure educational standpoint, these IP can be divided into two types: if IP serves the purpose of education, it is called “educational IP”; if education serves the value of IP, it is called entertainment IP. “Disney” can be called the representative of entertainment IP; “Qiaohu” can be called representative of education IP, while the hybrid is called “DORA” model. China’s first science early education TV program “Building Blocks Baby in the World” is also advancing to “education IP”.

IP strengthens brand recognition

Xu Keqian, founder of Shadow Puppeteer, said there will definitely be more education IP in the future. Here he thinks there are several reasons: First, the education scene meets the conditions of the birth of IP. Once the education IP and the textbook binding, will continue to appear in the children’s side, constitute a natural advantage; Second, education is an extremely branded market. For example, New Oriental and Hao Future, which have been listed on the stock market, their more prominent advantage lies in their brand. For consumers’ parents, brand is an important part of their consumption decisions. In many cases, IP is an important part of the brand, enhancing the public’s awareness of the brand.

In the future, IP will only become more important in the education industry. At present, from the perspective of the whole education market, the application and thinking of IP in the early education market are obviously more cutting-edge. Since 2010, the children’s application market began to focus on content apps, and gradually formed a series of Internet education IP images. For example, Bao Bao Bus takes panda as its main image; Beva chose a beaver; Donner chose a lion; The Tin Woodman chose JoJo the chicken; The little companion dragon itself is a lovely Western dragon; Building block baby’s world choice is arch, circle and triangle three common shapes derived from the three lovely images of Cong Cong, Ling Ling, strong, obviously, these people are shaping their own new education IP.

Animation is a great way to build IP

For now, television is still powerful as a channel. TV is the center of family activities. At the same time, in addition to the traditional TV channels, the emerging smart TV sales have also begun to rise. It can be said that the role of TV in children’s early education in the future will only “increase” and not “reduce”. For children, animation or variety shows are one of the most important content to watch on TV and an important channel for IP.

But, if we know from experience, it’s almost impossible to remember you without 300 episodes. There have been more than 100 episodes of animation, including My Naughty Cats, Pleasant Goat and Boonie Bears, while Building Blocks Baby has more than 500 episodes of original content. At the same time, broadcasting channels are also crucial. By June 2016, “Building Blocks Baby Makes It in the World” had been broadcast through more than 70 TV stations, 10 mainstream video websites, 10 TV boxes, 5 IPtvs and 70 mobile terminals, with more than 10 million users and more than 5 million monthly active users. As a real human variety show, Its own platforms have played over 100 million videos, and third-party cooperation platforms and numerous digital platforms have played over 500 million videos. 

Therefore, “video website + short video” is a good choice, because the production and delivery costs have been greatly reduced, and the current video website children early education quality content lack, but the demand is great, so often the intention of cooperation in the initiative, and the conditions are also favorable, can be said to be a good way to build IP.