MKsportson display at a Pop Mart store in Urumqi, Northwest China's Xinjiang Uygur Autonomous Region on Febraury 6, 2025. Photo: courtesy of Pop Mart" src="https://www.globaltimes.cn/Portals/0/attachment/2025/2025-02-06/ed005703-3711-46d7-8949-a2aff6f24a56.jpg" />

Ne Zha2-related merchandize is on display at a Pop Mart store in Urumqi, Northwest China's Xinjiang Uygur Autonomous Region on Febraury 6, 2025. Photo: courtesy of Pop Mart

As Chinese animated film Ne Zha2topped China's box office chart on Thursday, the film's intellectual property (IP) merchandise is also witnessing robust demand, with some products related to the film having sold out and prices skyrocketing, in a sign of China's film IPs gaining traction.   

At Chinese toy maker Pop Mart, the Ne Zha2"Born Bonded" figurine series sold out across multiple channels, and the company immediately revised its production plan to restock supply, a representative from the company told the Global Times on Thursday, adding that Ne Zha2is a strong IP rooted in a classic Chinese tale, and its box office success naturally boosts demand for related merchandise, strengthening fans' emotional attachment to the franchise. 

Pop Mart's blind boxes are priced at 69 yuan ($9.47) each, but supply shortages have driven prices to double on resale platforms. Meanwhile, Ne Zha-themed card sets from other brands are selling for over 140 yuan per box, the Global Times has learned.

Xue Yiran, a middle school student in Beijing, told Global Times that after watching Ne Zha2during the Spring Festival holidays, she was eager to purchase blind boxes and other themed merchandise. "I bought a blind box at a Pop Mart store, which was really crowded and later ordered Ne Zha-themed cards on Taobao. The prices are a bit high for a middle school student, but I'm willing to pay for the IP," Xue said.

Ne Zha2collaborated with 12 brands, with its co-branded toy blind boxes selling out nationwide and online orders backlogged until after April 20, China Media Group (CMG) reported. Besides the blind boxes, Ne Zha2's official figurines garnered over 15 million yuan in crowdfunding contributions on Alibaba's crowdfunding platform Zao Dian Xin Huo, according to a Jiemian News report.

On Thursday, Ne Zha2surpassed the total box office revenue of 5.775 billion yuan of The Battle At Lake Changjin, becoming the highest-grossing film in China's box office history on Thursday, CMG reported.

The China Film Administration reported that this year's Spring Festival holiday box office and audience numbers both hit record highs. And in addition to record-breaking ticket sales, film merchandise and co-branded products are seeing unprecedented popularity, according to CMG.

"Search data shows a 235-percent year-on-year increase in movie-related searches, with related product sales surging more than fivefold. Ne Zha-related merchandise sales soared over 30 times, while sales of The Legend of the Condor Heroesproducts grew more than tenfold," Dong Fei, a researcher at the Institute for Internet Platform Consumption and Industrial Development, was quoted by CMG as saying.

China Galaxy Securities said in a note that the strong box office performance during the Spring Festival holidays highlights audiences' strong affinity for these franchises. As high-value IP sequels continue to roll out, they will spur the rise of new quality IPs, driving growth in licensing, merchandise and the broader industry, the note said, adding that the branding effect of Chinese film IPs is becoming increasingly prominent.