How Can The Clothing Brand Pass The Flying Elephant Like This Disney Classic IP?

The Disney CG live version of the movie "the flying elephant" was released worldwide at the end of this month. Recently, Disney also displayed the "flying elephant" related theme products during the fashion week in Shanghai.

The exhibition for the first time has assembled a number of themes and authorized products including Northeast Asia, including greater China, Korea and Japan, covering products such as clothing, bags, jewelry and so on.

In the field of international brand cooperation, Disney continues to work with Coach and other high-end high-end brands to design limited series based on the flying elephant.

Take Coach as an example, the design of this brand is positioned back to ancient classics, using the prototype of the flying elephant in the 1941 version of the animated movie, using the elegant color of the earth to match the gray and blue image of the flying elephant.

This series includes leather bags, men's and women's coats, sweaters, T-shirts and key buckles.

In addition, the concept of the flying elephant circus was also licensed to J.ESTINA in Korea to make a commemorative leather bag.

Disney also works with local brands in various regional markets.

For Greater China, Disney and Chinese local clothing brand DAZZLE ground Su and Only cooperation, respectively for the various brand modulation, designed to meet the specific consumer group of small flying elephant series clothing.

In Hongkong, Disney and Zhou Dafu jointly launched souvenir necklace and other commemorative products to attract Chinese consumers who prefer gold.

In Taiwan, Disney worked with Gracegift to launch a water blue leather fly and leather bag, targeting young girls and ladies market.

In addition, Disney and i-BABY, YEEHOO British and other joint launch of the flying elephant series of infant clothing and household goods.

The flying elephant is an animated image familiar to many young people in childhood. It is also one of the three big IP that Disney recently renovated with the lion king and Aladdin.

The image of Dumbo is lovely and honest, and it is Disney's Evergreen cartoon image.

It first appeared in the animated movie of the same name, which was launched in 1941. It was originally one of the many cartoon characters in the the Roll-A-Book.

In 1939, Water Disney noticed that the story of the flying elephant is simple and warm, and decided to buy copyright and make animated short films.

But soon, Disney thought that the story of the flying elephant is more suitable for making animated feature films.

At that time, Europe was deeply involved in World War II, and the United States was considering joining the war. Mickey Mouse and Pinocchio animated films were all at the box office, and Walt Disney Company was deeply in financial crisis.

The company hopes to save box office revenue by making low cost animated feature films. Therefore, the simple flying dummy just fills this demand.

In 1941, the flying baby animation film was born, earning $1 million 600 thousand in the premiere during the premiere of $950 thousand, which made Disney a huge box office success at the time of the financial crisis.

According to historical data, the first film of the flying west movie on the west coast of the United States was placed at an American naval base near Santiago, California, where 5000 Navy premiers were shown.

The premiere was a great success. The movie became a good film that everyone praised.

According to the polls at that time, the film had a very high repetition rate. Many American audiences came back to the cinema again and again with their family members and friends.

The success of the 1941 version of the flying elephant is closely related to the background and social atmosphere of the United States at that time.

When Europe's World War II battlefield is burning hot, and the United States is considering whether to join the war, four of the whole country is in the mood of anxiety and anger.

The cartoon is simple, simple, but appeasing and inspiring. Many viewers find that this magical flying elephant can give them an hour of warm time to escape from the sad real world.

The movie Baby Mine is also a popular song with the heartbreaking plot in the movie of the flying elephant. The song was then nominated for the best film and Music Award in 1941 in Oscar.

This is the story of only a huge ear, an ordinary little elephant, who has finally achieved self acceptance and success after suffering hardships. This has inspired this generation to become the household image of Disney.

The favorite flying baby elephant is also the favorite cartoon character of Water Disney, founder of Disney.

He has more than once publicly expressed that the simple image of the flying elephant brought him many changes.

Because of its broad mass foundation and the connotations of wartime comforting times, the flying elephant has become an important animation IP of Disney.

As we all know, IP development is Disney's expertise, through the establishment of theme parks and promotion of authorized business, further expand its IP influence, and promote IP value branding.

Over the past few decades, Disney has developed numerous derivative products based on the flying elephant, including the series of derivative works of the flying elephants, the books of the flying elephants, the theme games of many flying objects in Disney theme parks, the theme games of the flying elephants, and so on.

This time, in conjunction with the movie CG, Disney also sold the limited original products of the flying elephant products in many Disney theme parks around the world at the same time, and authorized the development of joint merchandise with the international fashion brands that he was familiar with in.

For example, Disney is not the first time to cooperate with Coach.

Disney has worked with Coach to design Mickey Mouse, snow white, Marie cat and 101 loyal dogs in the Coach 1941 leather handbags and clothing products.

In recent years, Disney is also trying to promote the localization of international IP.

This time, Chinese audiences will be able to see the CG movie at the same time with the global audience.

To this end, Disney's creative team in China has custom-made a series of thematic products such as the flying elephant headscarf, T-shirt, canvas bag and so on.

Efforts to expand business cooperation with Chinese local brands are also one of Disney's important development strategies in China.

In the past two or three years, with the rise of Chinese local cutting-edge designers, local design brands are getting more and more important. Disney is stepping up cross-border cooperation with Chinese local clothing brands.

This time, Disney and China Consumer creative department also introduced to the interface fashion. The brand has great potential in the Chinese market, its brand style is gorgeous, and it is close to the content elements of the retro circus in the movie.

In the spring and summer fashion week in Shanghai in 2018, Disney China Co worked with 15 Chinese fashion designers to organize a cross border fashion show to celebrate Mickey Mouse 90th anniversary, including famous local fashion designers such as Ban Xiaoxue, Helen Lee and C.J.Yao.

According to Disney China Consumer creative team, Disney has reintegrated the consumer creative team in Northeast Asia, and the China team will lead the development of the Department in the region.

Although it is not clear whether a series of cross-border cooperation between Disney and local fashion brands will bring direct profits, the number of visitors to Disney's China theme park is indeed higher than expected.

As a global entertainment and animation industry magnate, Disney has many well-known IP, from Mickey Mouse, Tang Laoya, snow white and other classic animation images to star wars, and then to the various characters in manwei universe.

Disney creates and develops Disney's whole industrial ecological chain by creating excellent film works, matching theme parks, and empowering cartoon characters to authorize derivatives producers.

Looking at Disney's IP development road, we can see that Disney's multi animated images can last forever, and profits are continuously generated through cross-border cooperation, first of all, the development of high-quality original content, followed by IP's rich world outlook and values. Third, IP has a huge mass base and sustainable mining space. In the end, it is the development of mature IP ecological chain, so as to maximize the value of IP itself and achieve branding.

In recent years, the development of China's local literary creation IP has entered a blowout stage. From the original content of novels, comics and other characters, such as flowers and bones, to exotic products such as fantastic works and logical thinking, and to the further development of Museum creation such as the creation of the Imperial Palace, the connotation of local IP is constantly enriched and expanded.

However, throughout the Chinese market, there is still no IP like the Disney characters such as the universe or Mickey Mouse. In the final analysis, the whole IP derivative industry chain is very immature. Most of the enterprises are in the middle of the industrial chain, the profit space is small, and the supply chain resources are limited, the product orders are scattered and scattered, unable to meet the scale production, and the second is the lack of creativity in the overall market.

Although domestic IP development companies are springing up like mushrooms, their development capability is limited, and they are still in the exploratory stage, lacking sufficient creativity.

Therefore, the vast majority of high-quality IP in the market still comes from overseas authorization, while the development of homogeneous IP leads to over exploitation of IP, which is also likely to cause aesthetic fatigue.

Author: Huang Shan