Sharjah Animation Conference Explores Cross-Cultural Collaboration Opportunities, Highlights New Prospects For The Middle East

The Sharjah Animation Conference (SAC), currently underway at Expo Centre Sharjah until May 5, has become a focal point for discussions on fostering cross-cultural collaborations within the animation industry. This year's theme, "Cross-cultural collaboration: Shaping the future of Middle-Eastern animation," has attracted industry leaders from Rai Kids, Spacetoon, Banijay Kids & Family, and Hasbro, who are exploring the potential for Middle Eastern animation to make its mark globally.

Olivier Dumont, President of Hasbro Entertainment, emphasized the importance of co-production in animation, stating that their approach to creating content is deeply rooted in understanding audience preferences through data and insights. This strategy is particularly effective in avoiding costly mistakes by ensuring characters resonate with their intended audience. Dumont highlighted the success of Peppa Pig as an aspirational character for preschoolers, encouraging them to be confident and expressive.

Benoit Di Sabatino, CEO of Banijay Kids & Family, with over three decades in the children’s entertainment sector, shared his perspective on coproduction as a means to embrace global cultures responsibly. He stressed the significance of cultural appropriation and the role of artificial intelligence as a tool for creators rather than creations.

Luca Milano from RAI Radiotelevisione Italiana discussed the advantages of co-production in animation due to the universal appeal of the genre among children. He outlined RAI's strategy to engage directly with audiences and local institutions to foster a diverse production landscape.

Shinichiro Inoue of Kadokawa and the Anime Tourism Association of Japan reflected on the evolution of anime and its growing international popularity. He noted that anime's appeal lies in its universal character designs which transcend nationality, prompting more international collaborations.

Kamel Weiss, Director of Strategy Business Development & Content Director at Spacetoon, highlighted their efforts to adapt international content to reflect Middle Eastern culture and values. By incorporating regional elements such as songs and family values into their shows, Spacetoon aims to create content that is both relevant and educational for its audience.

The SAC, organized by the Sharjah Book Authority (SBA), has established itself as a leading platform for animation professionals and enthusiasts from around the world. It offers a unique opportunity for industry experts, emerging artists, and creatives to connect, share ideas, and forge new partnerships. The conference underscores the growing interest in animation as a medium for cultural exchange and innovation across different regions.

With inputs from WAM