Ever had a simple “doo-doo-doo” stuck in your head for ten years? That’s the power of Baby Shark – an earworm turned multibillion-view phenomenon that’s about to hit its ten-year milestone. As Pinkfong’s Chief Business Officer Hyemin Gemma Joo puts it: “Since our inception in 2010, we have transformed from a provider of children’s educational services into a vibrant creator of captivating experiences that unite people of all ages and backgrounds.” In that sentence lies the secret to IP longevity: evolution, inclusivity, and relentless reinvention.
Start Simple – and Memorable
Baby Shark began as a vibrant yet straightforward song and dance video. Uploaded in late 2015 and re-released as “Baby Shark Dance” in June 2016, the clip became a viral juggernaut:
It has since made waves as the #1 most-viewed YouTube video, amassing over 16 billion views as of August 2025; it became the first to reach 10 billion views in 2022 and has held the title of the most-watched YouTube video since November 2020.
Its catchy tune and interactive choreography created a cultural phenomenon and is proof that simple, well-executed content can endure across contexts and age groups.
Expand Your Ecosystem
Pinkfong didn’t stop at a single song. Built upon a foundation of over 30,400 songs and stories as well as video games, apps, and merch, they cleverly widened the earning lanes of their IP.
Animated series like Baby Shark’s Big Show! brought the characters into weekly living rooms via Nickelodeon, while live shows, musicals, and even a new Tokyo office supporting international tours proved the brand could swim far beyond YouTube. Key market activations have furthermore included a Pinkfong pop-up store at kids’ café Little Planet, licensed Baby Shark merchandise in more than 14,000 Lawson convenience stores, and the launch of Moon Shark: From Underwater Princess to Celebrity on the Line Manga webtoon service.
So, while Baby Shark soared online, Pinkfong built a ground game in key markets. This hyper-local engagement sustains fans’ emotional connection, ensuring IP remains personal and present.
Celebrate Milestones
This year marks Baby Shark’s 10th anniversary, and Pinkfong is turning it into a global party, featuring a variety of partnerships and activations, including a special 10th anniversary animated series, exclusive merchandise, and immersive experiences.
They launched in February with a crossover music video featuring DreamWorks Animation’s preschool series Gabby’s Dollhouse, which already has more than 12m views.
Other anniversary collaborations include orchestral renditions with the London Symphony Orchestra, a SeaWorld conservation-themed version of the song, and experiential events like “Baby Shark Run” in Indonesia, live musical tours, and themed pop-ups across Asia.
Fuse Playfulness with Purpose
Pinkfong has mastered the art of balancing joy with meaning. While Baby Shark is undeniably playful, the brand has also found ways to weave in purpose-driven storytelling. The recent “Happy, Happy SeaWorld!” version reimagines Baby Shark and friends as veterinarians caring for marine life – an easy, kid-friendly gateway to conversations about conservation and animal welfare. It’s a smart reminder that children’s IP can introduce big ideas through small acts of play.
Beyond individual songs, Pinkfong often uses its content to reinforce early learning, social-emotional skills, and cultural values. From alphabet songs and counting games to stories about teamwork and empathy, their catalog goes far beyond catchy tunes. This layering of fun with function ensures parents see value in screen time, while kids stay engaged through music, color, and humor.
By adding purpose – whether it’s education, environmental awareness, or artistic enrichment – the brand keeps its IP relevant across generations. That’s how you move from viral trend to trusted household name.
The Takeaway for Any IP Creator
From Pinkfong’s journey, we learn that enduring IP isn’t about one hit, it’s about building ecosystems, going global while staying local, honoring milestones, and mixing fun with resonance.
In an industry where trends blaze and fade, the children’s IP space teaches us that longevity isn’t magic – it’s strategy, heart, and constant creative rhythm. So, the next time a tune gets stuck in your head, remember: it might just be the start of something timeless.
Don’t miss Hyemin Gemma Joo at MIPJUNIOR in October!
