Missing Wings

I can't remember when to start, we are surrounded by derivative products. We go to school every day carrying the bags which are printed the Mickey Mouse on it, Mickey shaking its'big ears when we walked. And Sailor Moon from the movie"Sailor Moon"is printed on the pencil box, see? she is smiling to us. Winnie the Pooh on a pencil sharpener has just had the honey, it sliding under the tree and make a rest. Hanamichi Sakuragi from"Slam Dunk"is on the notebook, pointing to his red hair and say to us,"study hard, ok?"Now it's time for lunch, but it's not important to what to eat, because Doraemon is pulling a face at me from the dinner box, it seems the pin cake is the most delicious food in the world……The scene is familiar to us, the one who accompany us to grow up, is the variety of animation and movie roles. We adore the spirit the heroes who never give up, we also like the cute characters. We can figure out that company with the grow up of the generation and generation of our children, are those various kinds of foreign film and television characters, also the related derivative products.Where are our film derivative products? Besides"Blue Cat"and"Pleasant goat and Big Big Wolf", is there any derivative we can remember? Develop incompletely of the market, even some of us don't have the sense of developing the derivates, we are trying to make it, but it's not a piece of cake. I trying to identify the development of derivative products by introduce the successful cases abroad in this article, and I also trying to give my opinion and advice on the development of derivative in China. The article will be several parts:The first part will be used to describe the definition of movie derivative products.The second part will analyze the development of movie derivative product in western countries. And also discuss the awareness and action on the development of movie derivative products though my own experience.The third part will discuss the awareness and action on the development of Chinese movie derivative products currently, the some successful case of derivative products in China.The fourth part will introduce the concept of Integrated Marketing, Integrated Marketing is recognized as the most suitable way for the spread of the modern movie market, from the beginning of making a movie, to add the derivative products into the Integrated Marketing.The fifth part is summary.