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Mr Cookie goes to Happy Valley

By Liu Xiangrui | chinadaily.com.cn | Updated: 2017-01-03 09:52

The domestic theme park chain Happy Valley recently signed an intellectual-property agreement enabling it to use Mr Cookie, the protagonist of a popular Chinese cartoon.

The amusement-park chain plans to introduce the character, plus other content from the TV show, in all of its parks.

The goal is to attract more domestic customers, especially families with young children, according to the development strategy it released at a Beijing news conference on Dec 29.

Mr Cookie was created by Wuhan-based Jiang Toon Animation Ltd in 2009 and has been especially beloved by children born after 2000.

Happy Valley has built venues in such major cities as Beijing, Shanghai, Tianjin, Chengdu and Wuhan, following the construction of its first park in Shenzhen in 1998.

It became the country's first amusement park brand to win the Chinese Famous Brand designation from the Trademark Review and Adjudication Board under the State Administration for Industry & Commerce last year.

IP has played an important role in building Happy Valley's brand reputation.

The company has always nurtured its own cartoon mascots, as one of the country's first theme parks to offer interactive experiences, general manager Liu Guanhua says.

Liu believes Mr Cookie can become a driving force of Happy Valley's branding strategy and says the company will continue to create and acquire IP to enrich its culture.

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