Animotion Media Group has announced a new partnership with Chinese-airline China Eastern Airline, expanding its reach into the international territory. The partnership was signed to bring the group’s animated series The Fixies to the airline’s onboard content experience in domestic flights across China.
The partnership will see the addition of the animated series to the airline’s inflight entertainment library, which operates different to traditional inflight entertainment. The passengers will be able to access and load the episodes on their own personal devices after connecting to the aircraft’s onboard Wi-Fi network that operates without internet access.
The Animotion series will be displayed through a feed-style, short-form viewing format which takes inspiration from other mobile-first entertainment platforms including social media. Adopted by China Eastern across its complete entertainment system, the short-form style will allow users to explore a continous stream of content from the airline’s library. The format has been particularly created to cater to the domestic flights within China that do not feature seatback screens due to the short flight durations.
The inclusion of The Fixies in the China Eastern flight entertainment is part of Animotion Media’s strategy to grow its flagship kids’ brand across new and emerging distribution channels and to keep up and adapt to the dynamic media consumption habits, especially within mobile-first and short-form ecosystems.
Created as an edutainment series for children and families, The Fixies follows tiny, clever characters who live inside machines, gadgets, and everyday devices, with the aim of helping children understand how technology works through adventure, humour and storytelling.
The partnership is currently being piloted across domestic routes in China in an attempt to adapt to the broader consumer and industry shift towards integrated, feed-driven content experiences.
