Topic：How to build powerful IP?
12.01 Sub track1 12:25 – 12:55
Frida Zhang
Head of Marketing Greater China, Mattel
Head of Marketing Greater China, Mattel
Introduction
Building an IP is more than building a brand. On top of strong product offering, powerful IP needs to have profound meaning, strong personal identity and sustainable content to connect with fans and build enduring relationships. Is there a model to build powerful IP? How does powerful global IP find its relevance and expand fan base in China market?