Pogo expands merchandise to apparel, publishing, stationery & home videos

MUMBAI: Cartoon Network Enterprises (CNE), the global licensing and merchandising division of Cartoon Network, has announced the strategic roll out of the second phase of Pogo merchandise, with the launch of Pogo branded apparel, activity kits, publishing, stationery, electronics and school bags.

Cartoon Network's sibling Pogo, has tied up with Karmatex, a garment manufacturing and export enterprise, for the launch of the apparel range at their exclusive 'Scram' outlets. The channel is targeting a 10 city roll out of 'Scram' stores in May next year. The branded apparel will be available in three ranges Surf, Word Trails and Party wear for boys and girls, aged 3 to 12 years.

Besides, the collection will also be available at typical retail outlets including Lifestyle, Pyramid and Lilliput. Following the standard roll out strategy in key metros, the channel has also expressed their plans to enter smaller markets. With 80 SKUs, the range will be priced between Rs 399 to Rs 995. Currently, Karmatex has two stores at malls in Mumbai (Inorbit and Atria), while another 12 stores across India are expected to be operative by the end of next year.

Based on the M.A.D. (Music Art and Dance) theme, the new additions to Pogo merchandise will lend itself to a consolidated range of the latest home entertainment DVD's, six new book titles, stationery and 'Do it yourself' activity kits. The M.A.D. range of products will be priced between Rs 25 to Rs 525.

In addition, the company is also looking to introduce to the existing Pogo portfolio more branded merchandise across categories such as innerwear, sleepwear, gifts and novelties, bags and activity games in the New Year. This is in line with company's plans to expand its width of consumer products, which will ultimately find its way to the theme parks slated to launch next year in the form of 'Planet Pogo.'

Cartoon Network Enterprises India and South Asia director Jiggy George said, "This year has been fabulous for us! Over the last quarter we have announced two strategic initiatives in the consumer goods division and it makes me proud to close the year with the announcement of the extension of Pogo Merchandise across these exciting categories. The division has recorded a fantastic double digit growth, registering an annual jump of 50 per cent in business and I am looking forward to witness similar success in 2007, with the launch of many such exciting announcements."

"Our channel, Pogo, stands for fun, learning and excitement and keeping these brand characteristics in mind, coupled with a recent qualitative research conducted amongst three age groups of kids and parents, it was found that the extension of Pogo into merchandise would be welI accepted. The categories that would best fit the brand would be apparel, toys, back to school products and gifts and novelties. This gave us the clear direction that the right time to commence our merchandising programme for Pogo had arrived."

Beefing up its retail presence in the country Cartoon Network Enterprises' previously launched character themed consumer products like The Powerpuff Girls, Johnny Bravo, Galli Galli Sim Sim and Pogo Wheels. The Pogo toys range, launched in the first phase, will also see extensions, as new and higher end versions will be launched next year.

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