What you need to know
Cooperation with Intellectual Property has increasingly become an important marketing and creative means and is used widely in consumer products such as food, beverages, clothing, toys, etc. The cross-border marketing of brand and IP has won the attention of new products. More importantly, this cooperation will win consumers’ mental and emotional recognition in this fierce differentiated competition.
The scale of China’s IP licensed merchandise market will continue to grow in 2020. Foreign IP types still maintain a strong appeal, but local IP types are also expanding through Guochao, cultural and creative products, games and keep expanding the IP definitions boundary. While China’s local IP brands continue to develop in a diversified direction, they also place higher requirements on IP operations.
Covered in this Report
IP has a very comprehensive definition nowadays. In this Report, IP indicates all images and characters that may arouse consumers’ empathy, not just limited to movies, animation or cartoon but also famous persons, TV dramas or art and literature.
IP licensed merchandise stands for the goods licenced by IP owners and being packaged or designed with obvious IP images and concepts.
In this Report, Mintel discovers the perception of the IP concept. IP licensed merchandise is examined to see the opportunity in purchasing channels, trigger and attitudes.
