"Ne Zha 2" is making waves not only at the box office but also in merch sales, hitting over 400 million yuan (around $54.9 million) in just two weeks! And it's not just Ne Zha – other Chinese animated films are also seeing strong merch sales, signaling the animation industry's rise as a thriving cultural force.

What's behind fans' eagerness to snap up these collectibles? And how do studios turn animation magic into real-world profits? In this video, CGTN breaks down the strategies that bring the animation world to life beyond the screen.