ANIMATION derivative products, from clothes and handset shells to handmade models, attracted plenty of attention at a fair that opened yesterday in Shanghai, highlighting the growing demand for cartoon-related merchandise in the domestic market.

The World of WarCraft, Star Wars and Japanese cartoons were the most popular titles for buyers of derivative products, thanks to their strong brand profile.

Chinese firms such as the developer of Pleasant Goat and Big Big Wolf are expanding their business from animation to derivative products, Shanghai Daily learned at the 12th China International Cartoon & Game Expo (CCG Expo).