Pleasant Goat and Big Big Wolf going places

The producer of the nation's most popular cartoon series Pleasant Goat and Big Big Wolf is hoping to build on its success to forge a more mature cartoon culture that can take the industry to the next level.

The Guangzhou-based Creative Power Entertaining Co (CPE), which has churned out more than 700 episodes of the series, is working on its third installment to be aired during Chinese New Year.

While the storyline remains key to the series' success, viewers are becoming increasingly aware of its technical quality, says Tan Shujun, an animation specialist from the firm.