Animating the world

Chinese animated productions, such as Rainbow Chicks and The Floating Planet, which have sold their distribution rights to overseas markets, show improved quality and are more popular in the West than before. [Photo provided to China Daily]

Chinese animators have been at the forefront when it comes to international coproductions, with a history going back to the late 1970s.

Anke Redl, strategy and business development director of Beijing-based China Media Management Inc, says China's animated productions have made waves in Europe in recent years, a view also echoed by Grace Lee, marketing director of Millimages.

Lee says that Chinese animated content, especially that with educational themes, has seen a great improvement in quality and is more popular in the West than before.

Lee says Rainbow Chicks' blend of the ink-and-brush painting style and a Western storytelling approach, provide a fascinating package to viewers.

So far, the series tailored for preschool children has dominated ratings on its Chinese broadcaster, China Cental Television, among all animated productions aired at the same time. It has been viewed more than 100 million times on major video-streaming sites, such as iQiyi, LeTV and Tencent.