China-based production company Up Studios has secured a seven-figure investment from Chinese tech giant Tencent for its new series Piggy. The deal follows Up Studios’ Super BOOMi (which also received a seven-figure investment deal from Tencent) surpassing 650 million views in China.
Piggy is based on a character created by Up Studios CEO Trevor Lai that was initially launched in China as a series of animated mobile phone emojis, which went on to achieve more than 100 million downloads. Lai will serve as executive producer and director for the upcoming short-form animated series, and additional animated content will be created specifically for mobile devices.
Tencent Pictures will contribute to the property’s production budget and provide marketing resources for the show across its SVOD and social network platforms, which include Tencent Video and WeChat.
Piggy is also a picture book series written by Lai and published by Bloomsbury Children’s Books, with the newest title, Piggy: Let’s Be Friends, launching on February 27 in North America.