The Pinkfong Company is set to celebrate the 10th anniversary of their signature IP, Baby Shark. On this occasion, LM exclusively interviewed Hyemin Gemma Joo, Chief Business Officer at The Pinkfong Company: read more to discover her insights into the company’s innovative approach and its impact on global audiences.

Q: Can you tell us about the background of The Pinkfong Company?

A: At The Pinkfong Company, we are dedicated to creating fun and engaging content for kids and families worldwide. Since our inception in 2010, we have transformed from a provider of children’s educational services into a vibrant creator of captivating experiences that unite people of all ages and backgrounds.

Our flagship content, Baby Shark Dance, has made waves as the #1 most-viewed YouTube video, amassing over 15 billion views as of January 2025: it became the first to reach 10 billion views in 2022 and has held the title of the most-watched YouTube video since November 2020.

We have an extensive portfolio boasting over 7,000 pieces of content available in 244 countries and territories: we strive to engage audiences everywhere and across multiple platforms, with animated TV series and feature films, as well as live performances, merchandise, and interactive digital experiences.  

Q: Will 2025 be an important year for your milestone IP, Baby Shark? What initiatives does The Pinkfong Company have planned to celebrate?

A: 2025 will mark a remarkable decade since Baby Shark first captured hearts worldwide – a significant milestone for The Pinkfong Company. To celebrate Baby Shark’s 10th anniversary, we have planned a year-long celebration, featuring a variety of partnerships and activations, including a special 10th anniversary animated series, exclusive merchandise, and immersive experiences.

The thrilling collaboration with the global icon Sesame Street, announced in December 2024 for a holiday musical special, will extend into 2025 with exclusive Baby Shark and Sesame Street merchandise collection as part of the celebration. We also released a special anniversary brand mnemonic, combining Baby Shark’s iconic melody with upbeat orchestral elements, while its vivid, crayon-sketch-style 2D animation captures both the brand’s decade-long journey and its commitment to bringing everyday fun to kids and families around the world. More details will be announced throughout 2025.

Q: How does connecting with European and US markets benefit your business? What role do these regions play in your projects?

A: The European and U.S. markets have been crucial to our global success, particularly with Baby Shark: with their sophisticated audiences and advanced entertainment ecosystems, these regions represent mature entertainment markets that have helped our content gain global recognition. Here, the success of Baby Shark on YouTube and its crossover into mainstream entertainment through songs, TV series, live shows, licensing and merchandise has created a strong presence for our brand. In particular, the U.S. is one of the countries with the highest number of Pinkfong subscribers on YouTube.

In addition to the success of Baby Shark, our newest IPs, such as Bebefinn, are rapidly gaining momentum in the US and European markets. Bebefinn, Pinkfong’s latest hit 3D animated series, follows the daily adventures of three adorable siblings and their parents. The series has resonated strongly with young audiences, reaching Netflix’s Top 10 Kids category in 25 countries, including the US and UK.

Building on the success of content, we’re proud to announce our first European licensing partnership for Bebefinn with Brand Alliance (License) Ltd, introducing an exciting collection of Bebefinn-themed apparel and accessories to retailers throughout the UK and Europe in Spring 2025. We remain committed to exploring additional opportunities to expand our new IPs in these markets.

Q: Can you share more details on any upcoming projects, plans or announcements?

A: In 2025, we will continue to expand our content library. In particular, we are currently developing a new format for our beloved Bebefinn property, which we aim to release later this year. More details will be announced soon!

Article comes from LICENSING MAGAZINE