SEOUL – Building on the phenomenal success of “Baby Shark,” a catchy cartoon song for toddlers, South Korean educational entertainment company SmartStudy has unveiled a plan to expand its business beyond from children’s education to family entertainment with webtoon, web novel and sports brands targeting global markets.
“We are entering a new chapter as a global entertainment company under a new name, ‘The Pinkfong Company’,” wrote SmartStudy in a post uploaded to its revamped website. The new mission is to create a culture for the whole family to enjoy and grow into a family entertainment business beyond raising children.
Pinkfong is the educational brand for children of SmartStudy. The Pinkfong Educational Channel offers colorful programming of stories, songs to sing and dances portrayed by a pink fox named “Pinkfong”. The company offers thousands of videos, songs, games and apps for kids.
“Baby Shark”, a cartoon song created by Pinkfong, depicts the story of a family of great white sharks with colorful visuals and a catchy tune. The original version, which went live in late 2015, has been a huge success around the world and has dozens of versions in many languages. The “Baby Shark Dance” video uploaded in 2016 is now one of the most watched on YouTube.
“While writing an unprecedented story in the content industry, we have expanded our business beyond education to YouTube, movies and animation, music, performance and games,” said the CEO Kim Min-seok. “With a new company name, we will develop new webtoons, web novels and sports activities, and we will evolve into a global family entertainment company through next generation IPs and new bases overseas. “
The company will be releasing webtoons and web novels targeting teens and youth during this year. He established a joint venture called “Moon Shark” with content producer Mstory Hub to release a teen romance genre with K-pop, electronic dance music, and fantasy elements.
Family sports brands will be launched. Kim’s company has formed a joint venture with Son Yeon-jae, a retired individual rhythmic gymnast, to present a gymnastics program for the whole family and home workout videos. Kim aims to unveil a series of 3D content featuring human characters and 2D dinosaur animations, while flagship IPs including Baby Shark will be produced as secondary content.
After Los Angeles, Shanghai and Hong Kong, Kim’s company will establish its fourth overseas branch in Singapore to expand its global business.
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