Ne Zha collectibles catch blockbuster movie's coattails

What comes after the blockbuster success of a Chinese animation? Toys and other collectible products, of course.

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. 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.

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.