Merchandise business still finding its feet

Wang Xiaojing, a 36-year-old mother in Beijing, recently bought a stuffed toy resembling Mickey Mouse hugging a golden pig as a Lunar New Year gift for her 4-year-old daughter.

As a movie fan, Wang had wanted to buy a toy inspired by some Chinese animation hits, but had switched to Hollywood productions as such choices were limited online.

Movie merchandising, a big business netting several times the amount garnered from ticket sales in the West, is still emerging in China.