NEWSROOM

SAMG’s ‘Miniforce’ has become the biggest hit K-kids brand that was launched in China

12/05/2022

– ‘Miniforce’ sales record of 1,000 types, 16 million units, and scoring sales of 180 billion won are some of the achievement since launching in the Chinese market
– 3Q in 2022 the royalty sales were 1.2 billion won, ranking the highest ever with 183% ↑
– Explosive growth is expected to pursue diverse business models such as fashion-F&B-parks & leisure in China

SAMG Entertainment (CEO Suhoon Kim, hereinafter SAMG) announced that the popular global animation ‘Miniforce” (‘迷你特工队’ in Chinese) has recorded merchandise sales of 180 billion won in the Chinese market.

Since entering the Chinese market in 2019, ‘Miniforce’ has increasing sales record in the Chinese kids market by launching about 1,000 products and selling 16 million products till present day.

Along with the exponential growth in sales, and the royalty of SAMG’s Intellectual Property (hereinafter IP) ‘Miniforce’ managed to break the record. As businesses in various areas, ranging from animation to toys, new media and musicals, developed in the Chinese market, the royalty sales of the ‘Miniforce’ skyrocketed 183% in Q3 which is about 1.2 billion Korean won (KRW). Forming strong partnership with a conglomerate media company WOW Dadi from China has been and will lower the risks of altering businesses in China. SAMG is the one and only Korean kids’ brand company that can maintain stable sales record after entering the Chinese market these days.

Premiering the latest feature animation film “Miniforce: Burger Monster” in the following year, WOW Dadi also will help utilize their own movie theatres across China. In addition, the fifth season of the IP, “Miniforce V Rangers” is ready to launch in the Chinese market in 2023, and also the special series of ‘Mini Rangers’ will be aired across new media platforms along with IPTV.

SAMG CEO Kim Suhoon said, “It is a very unusual and rare record to achieve 180 billion won in sales record through a single Kids’ IP in China. It is a valuable result of synergy between its IP competitiveness and local business strategy in the past few years when Korean companies’ content business has been difficult, he said. “We will increase our IP library competitiveness and introduce new business models in various areas such as animation, F&B, fashion, and parks & leisure business.” Meanwhile, the “Miniforce” series has surpassed 28.8 billion views in China’s OTT streaming services, continuing its position as a top tier robot content and brand in China. Last year, it was selected along with prominent global Intellectual Properties such as ‘Harry Potter’ and ‘Frozen’ in the “China TOP 10 License” released by the U.S. market research firm NPD Group.