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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.
《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、服饰到收藏卡片，哪吒主题促销产品的需求激增，而神话英雄哪吒“故里”争夺战也在全国多地拉开帷幕。
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，正全力以赴投入生产以满足如潮水般涌来的需求。
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。
With a blind box, you can't see which toy figure is inside until you open it, so it's a fun surprise.
盲盒玩具在打开前无法知道里面装的是哪个角色，因此充满惊喜感。
The company has produced toys, based on six main characters in the film, that sell for 11.5 yuan ($1.57) each, Yang said.
杨振麟说，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, he said.
截至2月10日，通过抖音直播已售出45万余套哪吒主题玩具，收入达3000万元人民币，位居抖音桌游周边类产品第一。
The company is also negotiating to get the intellectual property rights for two more characters from the film and intends to start producing those toys as well, he said.
他表示，公司还在洽谈获取影片中另外两个角色的知识产权，并打算生产这些玩具。
"We expected that the toys would be popular based on the success of the first movie of the franchise, but the popularity of Ne Zha 2 has far exceeded our expectations," Yang said.
杨振麟说：“基于第一部作品的成功，我们预料到这些玩具会受欢迎，但《哪吒2》的热度远超我们的预期。”
"We think it will be even more popular in the coming months, with sales revenue of related products reaching 200 million yuan for the year."
“我们认为未来几个月它会更受欢迎，相关产品年销售收入将达到2亿元人民币。”
The movie is expected to be a large-scale hit in overseas markets as well, so the company is preparing to sell the toys abroad, including in Southeast Asia, Japan, North America and Europe.
该公司预计这部电影在海外市场也会大受欢迎，因此正准备将相关玩具销往国外，包括东南亚、日本、北美、欧洲。
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飙升。
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。
"The success of Ne Zha 2 shows that Chinese animation can compete with that of the Japanese and American giants," Chen said.
“《哪吒2》的成功证明，中国动画完全能媲美日美巨头，”陈祺说。
Li Baochuan, an expert in cartoon history at Hangzhou Normal University, said that derivative products are more than just merchandise.
杭州师范大学动漫史料研究专家李保传表示，相关周边不仅仅是商品。
For the younger generation of consumers, they represent identity and a form of social currency.
对于年轻消费者来说，它们代表着身份，是一种社交货币。
The remarkable sales success of the Ne Zha 2 products has also sent a positive signal to the industry, Li said.
李保传说，《哪吒2》周边销量的火爆也给行业传递了积极信号。
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“哪吒故里”之名，想利用电影的成功来推动当地旅游业的发展。
The playful controversy has become a spectacle in itself, with some cities claiming to have "proof" of the character's origins.
这场有趣的争议本身已成为一大看点，一些城市声称拥有哪吒起源的“证据”。
On Feb 5, the first working day after the Spring Festival holiday, tourism and culture authorities in Tianjin municipality released a video claiming that Ne Zha was born in the city and went to primary school there.
2月5日，即春节假期后第一个工作日，天津市文化和旅游局发布了一段视频，声称哪吒出生在天津，并在当地上过小学。
The next day, Anhui authorities said that images of Ne Zha could be found all over the province's Guzhen county, with many sculptures and wall paintings of him.
次日，安徽省有关部门表示，该省固镇县随处可见哪吒的形象，有很多哪吒的雕像和墙画。
Shortly thereafter, authorities in Yibin, Sichuan province, announced that Ne Zha was born in its Nanguang township, and it released a list of cultural sites and landmarks inspired by the character.
不久后，四川省宜宾市有关部门宣称，哪吒在该市南广镇出生，并公布了一系列受该角色启发的文化遗址和地标清单。
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:
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归属的逻辑很好理解：
It generates a buzz, enhances the city's reputation and ultimately attracts tourists.
它能形成热度和关注度，提升城市知名度，并最终吸引游客。
But he also said he is not optimistic about the competition for so-called hometowns or birthplaces.
但他也表示，并不看好所谓家乡、出生地之争。
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.
他建议不要争夺“故里”之名，而应专注于通过旅游服务、美食或玩具之外的其他有形产品等增加真正的价值。
