Study on Strategy from Changzhou Anime Brands to Toy Extensions

Based on the basic concepts,inheritance and extension assessment theory of anime brand extension,it explored the extension significance of applying the successful images of anime brands to newly-entered toys which won the advantage of the original brands when first entering the market,then put forward three strategies of Changzhou anime brands to toy extensions,i.e.to construct a toy-developing mechanism under the context of extension assessment,to develop an extension methodology driven by perceptual consumption ideas and to innovate the extension form under the circumstance of a multi-dimensional transfer so as to provide a theoretical guide for innovating Changzhou anime brands and toys brands.