Super BOOMi Hockey Hero

The National Hockey League (NHL) is looking to showcase hockey in China, and it’s going to do it through animation.

Super BOOMi Hockey Hero is the first-ever CG-animated series to focus on hockey to show kids of all ages how to play like NHL superstars Connor McDavid, Johnny Gaudreau, Elias Pettersson, and more. BOOMi is the star of China-based Up StudiosSuper BOOMiBOOMi is the creation of animation director, Trevor Lai, a lifelong hockey fan.

The character is a hit in China with more than 2.6 billion views online and top ratings on every major kids’ television network in the territory, including CCTV.

Super BOOMi recently inked an international distribution deal with Corus Entertainment’s Nelvana, which launched the series in English on Treehouse in Canada, as well as internationally on YouTube as part of Nelvana’s Red Bear Animation channel.

The NHL will use Super BOOMi Hockey Hero as the cornerstone of “grassroots content” to grow awareness of ice hockey and the NHL in China. The League says that China is the largest new market for the sport, with around 75 new ice rinks being constructed each year.

The first episode will debut on Super BOOMi’s dedicated Tencent Video channel as well as on the Tencent Sports channel during the Stanley Cup Final, followed by television broadcasters. 

Up Studios and its partners plan to launch Super BOOMi Hockey Hero both in China and North America, with further plans in the works for international expansion and licensing partnerships.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.