Creativity in the animation industry

Zheng Liu*, Lei Ma

*Corresponding author for this work

Research output: Chapter in Book or Report/Conference proceedingChapterpeer-review

1 Citation (Scopus)


In the past 20 years, animation industry has developed rapidly due to the popularity of technology and a market demand on creativity. Large firms such as Disney and Pixar are continuously seeking strategies to expand, improve, and innovate, whereas most Chinese companies, as late comers are upgrading their capability through original design, technology development and policy support. This chapter focuses on the creativity in the animation industry, with an analysis on brand/character development, technology innovation, and policy influence. It starts with an introduction of the creativity in animation industry from both practice and literature perspectives. Then, there are five cases studies into companies with a highlight on their details of creative activities. Discussion is to address the critical issues of creativity in the animation industry, followed by a conclusion and recommendations for future research areas.

Original languageEnglish
Title of host publicationExploring the Benefits of Creativity in Education, Media, and the Arts
PublisherIGI Global
Number of pages24
ISBN (Electronic)9781522505051
ISBN (Print)1522505040, 9781522505044
Publication statusPublished - 27 Jun 2016


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