Indonesian Animation Hit Jumbo Sparks Licensing Boom

Local Content Drives Toy and Licensing Opportunities in Southeast Asia

The Indonesian animated film “Jumbo” has made history by surpassing Disney’s “Frozen II” to become the most-watched animated movie ever in Indonesian cinemas, just three weeks after its March 31, 2025 release. Within two months, “Jumbo” climbed to the second spot among all-time box office hits in Indonesia, trailing only “Avengers: Endgame.” This milestone signals a major shift in Southeast Asia’s entertainment landscape, where local productions are now rivaling Hollywood blockbusters.

Merchandising and Licensing Potential

The phenomenal success of “Jumbo” is fueling a surge in demand for licensed products, including toys, plush figures, collectibles, and branded merchandise featuring the film’s beloved elephant character, Don. Public events in Jakarta, highlighted by a giant Don balloon, showcase the film’s marketing and merchandising power. Industry experts see “Jumbo” as a catalyst for new licensing deals and toy lines tailored to Southeast Asian audiences.

Regional Trends and Market Impact

“Jumbo” reflects a broader trend across Asia, where homegrown animation hits—like China’s “Ne Zha 2”—are capturing massive audiences and driving growth in kids’ entertainment. The film’s family-friendly appeal is shifting consumer preferences in a market previously dominated by horror films, opening new opportunities for toy makers, licensors, and content creators.

Outlook

The rise of “Jumbo” demonstrates the growing strength of Southeast Asia’s creative industries and the potential for local IP to generate global licensing and toy business. International streaming platforms and licensors are expected to take note, seeking partnerships and original content from the region.

Source:Nikkei Asia – Jumbo leads the way as Indonesian films flip the script on Hollywood