The animation series "Pleasant Goat and Big Big Wolf" has been reaping big bucks since its premiere on the small screen in 2005. The Chinese production is considered better suited to the taste of Chinese children than imported cartoons. A healthy dose of creativity has proved to be the winning drawcard.

The animation recently spawned a musical drama, which premiered at the Shenzhen Music Hall. Actors dressing up in "Pleasant Goat" costumes staged a lively performance, to the cheers from the children audience. Tie-in products including books and toys that are in hot demand.

Yang Xueping, from the copyright holder Huangdong Original Force Cultural Communication Company, says they have invested 20 million yuan to make the cartoon series, but the payoff is huge. He says the value of the product now reaching 400 million.

The animation industry is a high-risk field, but it often reaps huge benefits once the animation gains popularity. Such cases include Mickey Mouse, and the Japanese animation Crayon Shin Chan.

The craze over Pleasant Goat and Big Big Wolf could offer a much-needed example for the development of Chinese-produced animation.