Brands want to "break the circle"? How to choose IP collaborations Gen Z loves most?

Why Gen Z is a Different Game for Brands

Many brands often scratch their heads trying to figure out Gen Z. They're not just consumers; they're creators, community builders, and trendsetters. Unlike previous generations, Gen Z grew up with the internet in their pocket, making authenticity, personal expression, and digital connection paramount. This means traditional marketing often falls flat. So, how do you genuinely connect with a generation that values 'vibes' and 'relatability' above all else? The answer often lies in IP collaborations, especially when paired with the power of short-form video.

Short-Form Video: Gen Z's Main Stage (TikTok/Douyin & Xiaohongshu)

If you want to understand Gen Z, you need to be where they are: TikTok (or Douyin in Asia) and Xiaohongshu. These platforms aren't just for entertainment; they're where trends are born, memes are created, and communities thrive. From viral dances to unboxing videos, 'challenges,' and aesthetic product showcases, short-form video dictates what's cool and shareable. For brands, this presents a massive opportunity. An IP-licensed product that's 'video-ready'—meaning it's visually appealing, has an interactive element, or is perfect for an unboxing—can quickly go viral and 'break the circle' to reach a wider audience.

Choosing the Right IP & Crafting Shareable Merch

It's not enough to pick a popular IP; it needs to resonate with your brand's values and your target Gen Z audience. At CTRS, we've seen firsthand how a well-matched IP can unlock incredible engagement. When selecting an IP, consider its cultural relevance, its fan base's demographics, and how its aesthetic aligns with your brand. Once you have the IP, the next step is designing merchandise that Gen Z will not only want to own but also proudly feature in their short-form videos. Think beyond basic logos: could it be a mini collectible figurine perfect for a 'shelfie' video? A phone accessory that complements a popular aesthetic? Or maybe a limited-edition item designed for a specific 'challenge'?

From Trend to Tangible: Making Merch That Sticks

The goal is to create custom merchandise that encourages user-generated content (UGC). We often advise clients to think about the 'shareability' factor from the outset. For example, we've helped develop IP-themed blind boxes that spark excitement during unboxing videos, or unique character keychains that become instant conversation starters in vlogs. Quality is also key; Gen Z is discerning and will quickly call out anything that feels cheap or inauthentic. From concept development to sourcing and manufacturing, CTRS can help ensure your IP collaboration results in high-quality, on-trend custom gifts that genuinely connect with Gen Z and amplify your brand's presence on their favorite platforms.

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