Astro has partnered with Seoul-based SmartStudy to bring merchandise and events based on the animated characters Pinkfong and Baby Shark to Malaysia, Singapore and Brunei.
The strategic partnership includes the Pinkfong Baby Shark live musical, set for September 6 to 16 in Kuala Lumpur. This will mark the first international staging of the 65-minute musical with its original Korean cast and crew.
The preschool Pinkfong brand encompasses videos, apps, books, toys and events. Its Baby Shark video became a viral hit last year.
Astro and SmartStudy previously collaborated with a Pinkfong mascot appearing at Astro’s Fun Escapade event, followed by The World of Pinkfong, which attracted some 50,000 attendees. Pinkfong merchandise is available on Astro’s 24-hour online shopping platform.