Major licensing agents, game companies and media agents from the world showed interest in "Larva" at the Licensing International Expo, which took place on June 18 to 20 in Las Vegas. / Courtesy of Tuba Entertainment
By Chung Ah-young
"Larva," the popular animation series, which features a pair of slugs ― Red and Yellow ― captivated South American countries at the Licensing International Expo, which took place on June 18 to 20 in Las Vegas.
Tuba Entertainment said that it has completed merchandising contracts with Brazil, Chile, Argentina and other countries on the continent. The animation will be seen from 2014 in the region along with relevant tie-in products.
With a wide fan base from kids to adults in Korea, the animation drew attention at the license fair in which some 1,000 animation studios and game firms gathered to trade licenses. The company said that South and North American countries and China showed great interest in purchasing the license for Larva merchandise.
Major licensing agents, game companies and media agents from Brazil, Chile, Mexico, Argentina, the United States, Britain, Russia, Italy, France and China took part in a business presentation on June 19. In the meeting, Larva's marketing strategy and its plan for airing season 3 along with the theater version drew attention.
"We set up a bridgehead for launching merchandise businesses in new markets," the company said.
First appearing in 2011 on national network KBS and cable, the short, slapstick episodes have become one of the most popular cartoons on television. They are refreshing the Korean animation scene, which has been overflowing with children's cartoons without works adults could find funny too.
In its episodes ― only a couple of minutes long ― two slugs engage in a series of comedic fights, with other creatures such as flies, mosquitoes, dung beetles and snails making cameo appearances.
Much of the stories revolve around anything that is thrown from the human world into the sewer, with the slugs and bugs competing over ice cream, jewelry, slippers and earphones in the first season. The second season moved its background from the sewer to the kitchen.
It is already shown in 20 countries and Tuba Entertainment will sign more merchandising contracts with 40 countries this year including Taiwan, Germany, Turkey and Chile.