‘EJEN ALI’ MAK­ING WAVES IN MALAYSIA

The se­ries draws more than 2 mil­lion TV view­ers weekly,

New Straits Times - - Entertainment - DEN­NIS CHUA writes

BARELY a year since its de­but on the small screen, award-win­ning lo­cal an­i­ma­tion se­ries Ejen Ali has raked in a high view­er­ship, reach­ing more than two mil­lion view­ers weekly on TV3 and an­other mil­lion on ton­ton.

Touted as Media Prima’s first ven­ture into an­i­ma­tion, Ejen Ali is the first in­tel­lec­tual prop­erty it co-owns with WAU An­i­ma­tion Sdn Bhd.

The se­ries’ re­mark­able feat has spurred its foray into the dig­i­tal world, with the de­vel­op­ment of mo­bile gam­ing apps, Ejen Ali Mata Train­ing Academy and Ejen Ali Emer­gency, which chalked up more than 1.2 mil­lion down­loads to date.

The brand has also tied up with Mamee Mon­ster Biskidz, KidZa­nia, Pet­ro­sains and Tesco to ap­peal to a wider au­di­ence.

WAU An­i­ma­tion di­rec­tor and chief ex­ec­u­tive of­fi­cer Usamah Zaid said: “It has been an ex­cit­ing jour­ney for Ejen Ali thus far. Our col­lab­o­ra­tion with Prime­works Stu­dios has ex­panded and the reach for the brand has sur­passed our ex­pec­ta­tions.

“We came into the part­ner­ship with a vi­sion to el­e­vate the lo­cal an­i­ma­tion in­dus­try and to of­fer com­pelling sto­ries that Malaysians can re­late to, but, at the same time, speak vol­umes to in­ter­na­tional au­di­ences. We are hum­bled to re­ceive such over­whelm­ing feed­back.”

WAU has more than 10 years of ex­pe­ri­ence in an­i­ma­tion. The brand has launched a range of spin-off mer­chan­dise, which com­prises comic mag­a­zines, and chil­dren’s ac­tiv­ity and colour­ing books, to com­ple­ment the show and fur­ther en­gage with con­sumers through its brand val­ues.

Media Prima Tele­vi­sion Net­works di­rec­tor of ton­ton, li­cens­ing and mer­chan­dis­ing Airin Zainul said: “The Ejen Ali brand has as­sumed the po­si­tion of an in­flu­encer where the Malaysian kids are con­cerned.

“With this new, im­por­tant role, we see a great op­por­tu­nity to build in strong val­ues from the show to our con­sumer prod­ucts strat­egy. The pub­lish­ing line is our first go-to cat­e­gory to be re­leased.

“We will ex­pand our of­fer­ing by year end and while we de­velop and ex­pand other cat­e­gories, we hope fans will have great fun com­plet­ing mis­sions from the books and mag­a­zines.”

The mer­chan­dise will be of­fi­cially launched at the Bananana! Land booth dur­ing the Jom He­boh car­ni­val at Bukit Jalil on Satur­day.

Fans can buy these prod­ucts from My­din, Ki­nokuya and Pop­u­lar.

The comic mag­a­zines are priced at RM4.95, while the chil­dren’s ac­tiv­ity books are RM5 in Penin­su­lar Malaysia and RM5.50 in Sabah and Sarawak.

The colour­ing books are RM5.50 in Penin­su­lar Malaysia and RM5.90 in Sabah and Sarawak.

Ejen Ali has also won Best Short An­i­mated Film at the 28th Malaysian Film Fes­ti­val, and at the re­cent Mob-Ex Awards 2017 in Sin­ga­pore.

The Ejen Ali Mata Train­ing Academy mo­bile game nabbed gold for Best Ap­pli­ca­tion (cre­ativ­ity), Best Ap­pli­ca­tion (media owner) and Best Ap­pli­ca­tion (tablets). It also won Best Ap­pli­ca­tion (games and en­ter­tain­ment).

The Ejen Ali Emer­gency mo­bile game won gold for Best Ap­pli­ca­tion (games and en­ter­tain­ment) and bronze for Best Ap­pli­ca­tion (Tablets).

Airin, Usamah and Prime­works Dis­tri­bu­tion gen­eral man­ager (in­no­va­tion and dis­tri­bu­tion) Marini Ram­lan vis­ited Balai Berita yes­ter­day to pro­mote the new Ejen Ali mer­chan­dise.

Ejen Ali is an ac­tion ad­ven­ture story of a naive, un­der-achiev­ing boy, who ac­ci­den­tally binds him­self to an in­tel­li­gence de­vice be­long­ing to an es­pi­onage agency, Mata, forc­ing him to serve as a se­cret agent while jug­gling his al­ready chaotic life.

The car­toon airs ev­ery Fri­day at 5.30pm on TV3.

Peo­ple can also watch it on www.ton­ton.com.my.

PIC BY NUR ADIBAH AH­MAD IZAM

New Straits Times ex­ec­u­tive editor (news) Mu­zli Mohd Zin (sec­ond from right) with NST Life and Times editor (en­ter­tain­ment) Hizreen Azleena Oth­man Ka­mal (left) ad­mir­ing the ‘Ejen Ali’ mer­chan­dise dis­trib­uted by Media Prima Tele­vi­sion Net­works di­rec­tor of ton­ton, li­cens­ing and mer­chan­dis­ing Airin Zainul (sec­ond from left) in Bangsar, Kuala Lumpur, yes­ter­day.

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