Merry Go Round Company, a content production and IP business specialist corporations (CEOs Kim Ji-uk, Im Woo-sik, hereafter MGR), is taking a full-scale drive into the IP commerce business by partnering with tvN's flagship entertainment programs.
On the 3rd, MGR said "we have signed an exclusive IP merchandising agreement for tvN's hit entertainment contents 'Fresh off the Sea' and 'Street Restaurant Fighter' (hereafter SREF)," and officially announced, "starting with these two mega-hit contents, we will develop multifaceted collaborations to offer viewers a novel experience."
Under the agreement, MGR will comprehensively oversee the entire business process from product planning to development, production, distribution and sales by leveraging the IP of 'Fresh off the Sea' and 'Street Restaurant Fighter' across all fronts. The ambition is to expand beyond one-off buzz to convert each content's deep fandom and high recognition into well-made products that actual consumers can directly experience.
First, the much-loved "Fresh off the Sea" will center its lineup on agricultural, aquatic and livestock products and premium gift sets that fully capture the program's distinctive identity and local sensibility. Meanwhile, the food-focused "Street Restaurant Fighter" will aggressively commercialize into diverse food categories such as meal kits, frozen foods and special sauces based on the variety of dishes and gourmet experiences introduced on the show.
These products will be unveiled sequentially in connection with the show's development and will reach the public through optimal channels suited to each product's fit, including online distribution channels, live commerce and offline stores.
So far, MGR has meticulously built a "contents to commerce" business model that simultaneously possesses trendy content planning and production capabilities and solid product development and distribution infrastructure. Their distinctive core competency is sharply analyzing the global fandoms of content and cast to design targeted products and generating real synergy through organic collaboration with manufacturing and distribution partners.
In particular, this move has drawn industry attention because it signals MGR's emergence as a top-tier IP commerce operator that directly leads the entire commercialization process of broadcast IP, beyond mere subcontracted production or ordinary product distribution. MGR plans not only to aggressively expand merchandising based on various broadcasts, artists and star chef IPs, but also to strengthen global collaboration with robust domestic and overseas distribution channels.
Nam Seong-min, head of MGR's commerce division, said, "The core of broadcast IP merchandising is not a one-dimensional approach of simply slapping a program's name on a product. It is about faithfully realizing the unique experiences and stories of the content in high-quality products," and expressed confidence, "we will build a new growth model for successful IP commerce in which a show's explosive buzz leads to actual purchases and sustained repeat purchases."
[Photo] Merry Go Round Company
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