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Asia growth continues apace for Octonauts

Silvergate brand on track to become ‘super IP’ in China; launch success in Taiwan.

Silvergate Media’s Octonauts property is continuing to gather momentum in Asia – and is on track to becoming a ‘super IP’ in China.

The preschool brand has successfully launched in Taiwan, debuting on Taiwan’s Eastern Broadcasting’s cable EBC Yoyo Channel last month, in addition to EBC Variety Channel in a primetime morning slot.

Now, with consumer demand building, master global toy partner Fisher-Price is gearing up to introduce its range of toys into the market this autumn. It will support the launch with a series of nationwide retail events and meet and greets.

Publishing and secondary categories will then follow in 2018.

The recent developments build upon Octonauts accelerating popularity with families and children in Asia.

Since its launch on CCTV in 2014, millions of fans in China have taken the show to their hearts and it is now on track to becoming a ‘super IP’. Octonauts has proved so successful in the region that season five of the show will be co-produced by CCTV, which will boost broadcast exposure on the channel. The new series will begin rolling out around the world from autumn 2018.

Alongside the strong broadcast viewing figures, total web TV views in China have also recently hit ten billion. Silvergate has also invested in experiential retail events and sales of consumer products have been performing well.

Meanwhile, in Korea, in partnership with licensing agent Earlybird, Silvergate Media has established a strong licensing programme in the market that boasts 29 licensees and covers an impressive 86 product categories.

The fourth season of Octonauts debuted over the summer on Disney Korea and in the past year, Silvergate has activated a successful nationwide theatrical tour at Lotte cinemas and a live show tour is currently underway. Toy sales also continue to increase after three years of growth.

“Octonauts is a show filled with compelling characters, lots of adventure and real life science; and it’s this unique combination that’s resonating with fans across Asia and enabling the brand to reach such great heights,” said Ron Allen, svp commercial at Silvergate Media.

“We are extremely proud of the brand’s success across Asia – particularly in Korea where it is an exceptional achievement for a foreign IP to experience such popularity – and are delighted to introduce even more families to this fantastic show.”

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