Baby Shark on Nickelodeon.

“Baby Shark,” which this January became the first YouTube video to be viewed more than 10 billion times, is more than just a catchy song—it’s a big business for its creator, South Korea’s The Pinkfong Company. Paramount announced in February that a feature-length Baby Shark movie is in the works, and an animated series for preschoolers that launched on Nickelodeon last spring is now headed into Season 2. The company has also started selling Baby Shark NFTs, expanding its merchandising efforts into the digital realm.

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