Behind the Scenes of a YouTube Mega-Hit: Baby Shark, The Pinkfong Company, and What’s Next

by Abishek Nagaraj and Sukhun Kang
01 Oct 2025

This case follows The Pinkfong Company from its founding through the birth of its YouTube mega-hit, Baby Shark. Along the way, the company researched and developed its first products, experimented with new technologies, and shifted company strategy. Once the 'Baby Shark Dance' video went viral, the company capitalized on that success to generate revenues through YouTube ads, toy and good sales, and more. Now, Pinkfong’s leadership faces questions about what’s next, both with respect to Baby Shark and the company’s future strategy. How will Pinkfong balance sustaining its current success with seeking out and capitalizing on new, potentially larger opportunities?

Details

Pub Date: October 1, 2025

Discipline: Entrepreneurship

Keywords: Corporate strategy, Defining target markets, Digital, Entertainment industry, Entrepreneurship, Innovation, Licensing, Managing creativity & innovation, Media, Strategy

Product #: B6077-PDF-ENG

Industry: Arts, entertainment & sports, Toys, Media

Geography: United States, South Korea

Length: 9 page(s)