Up Studios, Swashes Clean House with ‘Super BOOMi’Up Studios, Swashes Clean House with ‘Super BOOMi’

Up Studios, one of the rising stars in China’s animation industry, has signed a licensing deal with personal hygiene and disinfectant product brand Swashes to release “Super BOOMi”-branded hand sanitizer, hand wash foam and wet wipes.

The products are expected to launch in October 2020 in Swashes’ online stores across Asia, and throughout offline retail partners and supermarkets.

“Super BOOMi” is a top-rated new cartoon in China, and its popularity attracted Swashes to license the characters from the show. Since the show was launched in 2017, it has topped national TV ratings many times in China and amassed nearly 4 billion online views on VOD platforms. Season 5 of “Super BOOMi” is expected to launch on Tencent Video in August 2020.

“Super BOOMi’s” licensing already includes Up Studios partnering with the Intercontinental Hotel Group to create BOOMi-themed family rooms in more than 100 Holiday Inn hotels and resorts. In addition, BOOMi is the first ever Family Ambassador for the National Hockey League in China, where ice hockey is gaining popularity ahead of the 2022 Beijing Winter Olympics. BOOMi brought millions of new fans to the sport with the “Super BOOMi Hockey Hero,” the first ever CG-animated hockey series co-developed by Up Studios and the NHL. The show has amassed nearly 16 million views in China and is now available on the NHL’s YouTube Channel for international audiences.