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What comes after the blockbuster success of a Chinese animation? Toys and other collectible products, of course.
一部中国动画电影大获成功后，随之而来的是什么？当然是相关玩具和其他收藏品。
Sales of character-themed products related to the movie Ne Zha 2, the first film to gross more than $1 billion in a single market globally, have been red hot.
电影《哪吒2》成为全球首部单一市场票房突破10亿美元的电影，与之相关的角色主题产品销量火爆。
From toys and apparel to collectible cards, demand for Ne Zha-themed promotional products is soaring, as cities across the country compete for recognition as the mythical hero's birthplace.
从玩具、服饰到收藏卡，随着全国各地的城市争相成为这位神话英雄的诞生地，以哪吒为主题的促销产品的需求正在飙升。
In Xiangtan, Hunan province, Hunan Sunny and Sandy Toy Manufacturing Co. -- the exclusive authorized manufacturer of 3D plastic food-related toys based on the film -- is operating at full capacity to meet a tidal wave of demand.
湖南省湘潭市的湖南桑尼森迪玩具制造有限公司作为该影片周边3D塑胶类食品玩具的独家授权生产制造商，正在满负荷运转，以满足潮水般的需求。
Yang Zhenlin, assistant to the company's chairman, said the first batch of Ne Zha-themed "blind box" toys supplied to a chain of snack stores sold out before Spring Festival, which fell on Jan 29.
公司董事长助理杨振麟表示，首批供应给某零食连锁店的哪吒主题“盲盒”玩具在1月29日春节前就已售罄。
The company has produced toys, based on six main characters in the film, that sell for 11.5 yuan ($1.57) each, Yang said.
杨振麟称，该公司生产了以影片6个主要角色为原型的玩具，每个售价11.5元人民币（1.57美元）。
More than 450,000 sets of Ne Zha-themed toys had been sold as of Monday through livestreams on Douyin, with revenue reaching 30 million yuan. That ranks first on the platform's board game and collectibles category.
截至周一，通过抖音直播已售出45万余套哪吒主题玩具，收入达3000万元，位居抖音平台桌游和收藏品类别产品的第一名。
Sales of other products, such as limited-edition cards and badges, have also skyrocketed since the movie's release.
自电影上映以来，限量版卡片和徽章等其他产品的销量也直线上升。
Chen Qi, general manager of Guangdong Henglitai Crafts Co in Dongguan, Guangdong province, which produces Ne Zha-themed cards, refrigerator magnets and badges, said the company made over 300,000 sets of such products in early January, and all have sold out.
广东省东莞市广东衡立泰工艺品有限公司总经理陈祺介绍，该公司负责生产哪吒主题的卡片、冰箱贴、徽章，1月初生产的30万余套此类产品已全部售罄。
Workers are racing to produce more merchandise for the movie to meet public demand, he said.
他表示，工人们正加紧生产更多电影周边以满足公众需求。
Meanwhile, several cities across China are now vying for the title of Ne Zha's birthplace, capitalizing on the film's success to boost tourism.
同时，中国多个城市正在争夺“哪吒诞生地”的称号，想利用这部电影的成功来促进旅游业。
Song Yangyang, deputy dean of the Institute for Creative Industries Technology at Renmin University of China, said the logic behind local governments competing for cultural ownership of Ne Zha is easy to understand: It generates a buzz, enhances the city's reputation and ultimately attracts tourists.
中国人民大学创意产业技术研究院副院长宋洋洋表示，地方政府争抢哪吒文化遗产所有权背后的逻辑很好理解：它会产生轰动效应，提高城市声誉，最终吸引游客。
But he also said he is not optimistic about the competition for so-called hometowns or birthplaces. Instead of vying for the title of hometown, he suggested focusing on adding genuine value through such things as tourism services, cuisine or other tangible products beyond toys.
但他也表示，他对所谓的家乡或出生地之争并不看好。他建议，与其争夺家乡的头衔，不如专注于通过旅游服务、美食或玩具以外的其他有形产品来增加真正的价值。
