Haruenter Accelerates Development of 'Pinkfong Baby Shark' Game

[Asia Economy Reporter Hyungsoo Park] KH Electron announced on the 14th that its subsidiary Haru Entertainment has signed an IP license agreement for ‘Pinkfong Baby Shark’ with SmartStudy.

KH Electron acquired 100% of the shares of game developer Haru Entertainment in August last year to diversify its business.

‘Pinkfong Baby Shark’ is SmartStudy’s representative IP. Recently, it has proven its IP power through various brand collaborations and marketing both domestically and internationally. The Pinkfong Baby Shark Dance video ranked first in worldwide YouTube views in November last year. As of June, it has surpassed 8.7 billion views, continuing its global phenomenon. Recently, through its game subsidiary Baby Shark Games, it released the mobile puzzle game ‘Shark Blast’ applying the ‘Pinkfong Baby Shark’ IP.

Haru Entertainment planned a casual game that anyone, regardless of age or gender, can easily and comfortably enjoy based on the popularity and high recognition of the ‘Pinkfong Baby Shark IP’. It is a collection-type casual puzzle game where players collect and decorate Baby Shark and underwater friends to satisfy their collecting desires.

Recently, in the classic casual genre, popular titles like Switch Tetris 99 and Pac-Man 99 feature a battle royale mode. Similarly, the ‘Battle Royale 101’ mode allows network battles so players can enjoy the game online with various users. It supports hybrid multi-platform play on mobile and PC and plans to operate with global servers.

Kim Min-seok, CEO of SmartStudy, said, "We have high expectations for the game business using the ‘Pinkfong Baby Shark’ IP together with Haru Entertainment," adding, "We expect synergy from combining Pinkfong Baby Shark’s IP power with Haru Entertainment’s excellent development capabilities, service experience, and know-how."

The alpha version, which supports solo play mode clearing stages and network battle royale mode play, has been completed. A 101-player network closed test will be conducted in June.