Astro Malaysia Holdings has strategically partnered with Seoul-based entertainment company SmartStudy, known for its viral animated characters Pinkfong and Baby Shark.
This will see both entities collaborating over multiple fronts from merchandising to character licensing and signature events in Malaysia, Singapore and Brunei. The first is a Pinkfong Baby Shark live musical in September held at KLCC.
The move also follows a prior collaboration at Astro’s Fun Escapade event attended by 30,000 people, followed by The World of Pinkfong event earlier this year. Merchandise that was produced specifically for the event such as plush toys and sound books were also placed on the Astro’s Go Shop shopping platform.
Pinkfong became an international phenomenon when the dance and sing-along video, Baby Shark, went viral with over 2 billion views online. Following the move, Pinkfong will join Astro’s list of characters such as Didi & Friends, Cam & Leon and Omar & Hana.