(ECNS) -- The phenomenal success of Chinese animated film "Ne Zha 2" has driven a market boom as peripheral products sell rapidly and factories rush to increase production.
Ne Zha toys co-branded with Pop Mart, a leading Chinese cultural and creative brand, have been sold out rapidly. The sales volume of a mystery box has surpassed 10 million yuan (about $1.37 million) since their release on January 30 while the flagship stores of Pop Mart on several e-commerce platforms are out of stock.
“It is unclear when we will be able to restock,” said a staff member at a physical Pop Mart store in Beijing. The toy maker said it has urgently adjusted its production plans and is actively working on replenishing their stock.
The presale shipping period for the mystery box has been postponed to mid-June, and on secondary platforms, its price has surged to more than three times the original.
Meanwhile, the transaction volume of various franchised peripheral products, such as cards, refrigerator magnets, badges, and stickers, continues to soar. Fun Crazy, a board game platform, has raised over 20 million yuan for its figurine in less than half a month, far exceeding its initial goal of 100,000 yuan.
Besides, merchandise related to “Ne Zha 1” has regained popularity. On some secondary platforms, figurines of Ne Zha are being sold at about 500 yuan, and many enthusiasts are seeking to customize replicas of bracelets released five years ago.
The growth in searches and transactions for related merchandise has been explosive, with an average daily increase of over 100,000 more searchers than the previous day, said a leader of an e-commerce platform, who added that it is rare in the sales of IP derivatives in recent years. It is anticipated that the “Ne Zha fever” will continue for at least another month.
The booming sales have prompted manufacturing enterprises to resume production ahead of schedule. Yang Jie, boss of a franchised manufacturer of Ne Zha-related toys, said more than 500 employees returned to production lines before the end of the 2025 Spring Festival holiday.
As of Monday, “Ne Zha 2” had grossed more than $1.152 billion, entering the top 30 global box office chart as the only non-Hollywood film.
The film made its overseas premiere in Los Angeles, the U.S. on Saturday night. Starting from Thursday, it will be released in multiple countries and regions, including Australia, the U.S., New Zealand, Singapore, Malaysia, Indonesia, and the Philippines. Currently, presale tickets for the film are in such high demand that they are hard to come by in many places.
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