SHEIN makes a splash with Baby Shark 10th anniversary drop

Global fashion and lifestyle online retailer SHEIN has teamed up with The Pinkfong Company to mark the 10th anniversary of viral hit Baby Shark with a limited-edition collection. 

Targeted at families, the Baby Shark x SHEIN collection spans 98 apparel items and 19 accessories, with prices ranging from US$2 to US$25. Designed for women, men, and children aged six months to 12 years old, the line includes summer staples such as swimwear, dresses, pajamas, towels, and water bottles, all featuring motifs inspired by Baby Shark’s Carnivore Cove universe.

The collection also features matching family sets and themed designs for “mommy shark” and “daddy shark”, turning the collection into a cross-generational play that taps into family bonding.

Don't miss: Beyond Baby Shark: Pinkfong founder's gameplan for business longevity post virality

"We are thrilled to collaborate with SHEIN to celebrate Baby Shark's 10 years with this fun and stylish collection. We're always looking for new ways to connect with families and fans around the world, and this partnership brings even more styles, whether customers are singing along at home or showing off their favorite Baby Shark look out and about," said Bryan Park, senior global licensing manager at The Pinkfong Company.

MARKETING-INTERACTIVE has reached out for more information. 

For SHEIN, the partnership builds on a series of IP-led collaborations designed to drive brand buzz and social shareability. The retailer has previously joined forces with The Smiley Company and Huy Fong Foods’s Sriracha hot sauce, developed exclusively by seven Asian artists under its incubator programme SHEIN X. The drop was released in conjunction with Asian American and Pacific Islander (AAPI) Heritage Month, reimagined the iconic condiment across apparel, homeware, and phone cases and blended pop culture with affordable fashion to broaden its appeal.

However, it hasn’t all been smooth sailing for SHEIN. Prior to their collaboration with Siracha, UNIQLO's owner Fast Retailing filed a lawsuit against SHEIN for selling replicas of its round mini shoulder bag.

According to Fast Retailing’s website, UNIQLO filed a lawsuit against Roadget Business, Fashion Choice and SHEIN JAPAN, operators of the retail brand SHEIN on 28 December 2023 in the Tokyo District Court. The Japanese apparel brand said that the sale of products took reference from the form of its round mini shoulder bag, and this violates the Unfair Competition Prevention Act.

“The company filed this complaint because it has determined that the form of the limitation products sold by SHEIN closely resembles that of its own product, and that the sale of the imitation products by SHEIN significantly undermines the high level of customer confidence in the quality of the UNIQLO brand and its products,” the statement read. 

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