Television

Cartoon Network Enterprises unveils branded merchandise 'Pogo Wheels'

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/08/11/Untitled-1_20.jpg?itok=2Ry-42De

MUMBAI: Following on the heels of the announcement of the two theme parks slated to launch next year, the Cartoon Network Enterprises' (CNE) merchandising programme has rolled out a new range of Pogo branded consumer products, 'Pogo Wheels'.

The consumer products division was launched last year in India and following the success of the Powerpuff Girls, Dexter and Johnny Bravo merchandise, they are now focusing on extending the width of consumer products. Following the success of Beyblade, this eight-product range represents a sophisticated version that combines Formula 1 racing and the Beyblades concept. As the company forsees a strong competitive streak in Indian kids these days, they believe such toys will be a big rage.

The range will be priced between Rs 399 (Basic Launcher) to Rs 1129 (Turbo Launcher) and will be available at multi brand retail outlets with over 450 retailers across 38 cities such as Lifestyle, Shoppers' Stop, Pantaloon, Pyramid, Landmark, Hypercity and Crossword. Pogo Wheels will be manufactured and distributed by Cybershop Marketing Pvt. Ltd. Besides the main metros, it will also be launched in cities like Ahmedabad, Pune, Indore, Ludhiana, Amritsar, Bhopal, Gwalior, Chandigarh, Nagpur, Nasik, Aurangabad and Surat amongst others.

The consumer products division has specifically kicked off with toys. However, they have plans to launch more Pogo merchandise across other categories inculding apparel, innerwear, stationery, gifts and novelties, bags and activity games amongst others.

Commenting on the same, Cartoon Network Enterprises India and South Asia director Jiggy George said, "We decided to start with toys and thus, wanted to bring out a product with a brand like Pogo that has great resonance with kids. Pogo lends itself to extending properties and building brands therefore we decided to foray into the retail segment. We don't however, want to continue within the space of toys with just a one off therefore, we will come up with a whole range of toys under Pogo. As most of the brands on Cartoon Network are TV property based, this would be completely on the brand level."

Although it appears to be catering more to the boys segment George said, "We have tried to keep this product as 'gender neutral' as possible, even in terms of packaging."

When queried as to the rationale behind the launch at this time, George said, "We are hoping that this will become the flavour for Diwali gifting, followed by December which is a peak season for toys. Secondly, we also needed to launch quickly enough in these and more categories before the summer launch of the Pogo theme park. As the key focus is that they will all be available at the theme park."

The toys will be rolled out in stores in the first week of October and it is estimated that 5 per cent of sales will be spent on marketing activities and giving a major push to this new category a TVC will be aired on both the networks. Also, the product will be placed within shows and given out via contests. Other on ground initiatives will include creating racing arenas at various stores like Landmark and Lifestyle where kids can play with the toy and get familiar with it. It is important to capture the consumer at the point of sale and thus, several retail outlets will have screens where the TVC will also be shown.

Speaking to this website on their perception of the competition in this space, George opined, "The current toy market in India is approximatetly a 600 crore (Rs 6 billion) business, while only 40 per cent is organized. Within the 120 crore organsied space most of the share is maintained by Funskool and Mattel and a few smaller players. We will be a very small but significant player in this space.

"We are not competing against the big boys but we know we will make a very important dent in the organized space. As a division we are growing year on year at 50 per cent and we contribute to 10 per cent of the overall Turner revenue but we are growing rapidly and so it is exciting times for us."

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/20/Amazon_NEW.jpg?itok=KI9MRqO5
Amazon most advertised brand in BARC week 41

The Broadcast Audience Research Council (BARC) India has released its data for last week’s top advertisers and brands between 6-12 October 2018. The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R) : 2+ Individuals.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/20/Marathi_BARC.jpg?itok=DUC_6K8L
No changes in Bhojpuri, Kannada, Marathi segments in BARC week 41

In the Bengali space, Jalsha Movies and Colors Bangla swapped their third and fourth positions in BARC data week 41. No changes were observed in the Bhojpuri, Kannada and Marathi segments. Moreover, Gemini TV and Zee Telugu swapped their second and third positions in the Telugu sector. Flowers TV...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/20/Anil%20Ambani.jpg?itok=4eNnBDRM
Anil Ambani’s Reliance sues NDTV for Rs 10,000 cr for Rafale coverage

NDTV has been sued for Rs 10,000 crore by Anil Ambani's Reliance Group in an Ahmedabad court for its reportage on the Rafale fighter jet deal. The lawsuit is filed against NDTV's weekly show, Truth vs Hype, which aired on 29 September.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/20/Arnab-Goswami.jpg?itok=HTFNEsfj
Republic TV leads English news genre in BARC week 41

Republic TV continued to lead the English news genre as per All India BARC data week 41. No changes were noticed this week in the English business news genre. Aaj Tak maintained its lead across every Hindi news genre for yet another week. Hindi news urban genre remained unchanged. Zee News dropped...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/20/BARC.jpg?itok=z6etjpSh
Star Utsav bags leadership in GEC (U+R) in BARC week 41

Star Utsav and Zee Anmol swapped their first and second positions in the Hindi (U+R) genre in Broadcast Audience Research Council (BARC) data for week 41 of 2018. Star Plus and Big Magic exchanged their eighth and ninth positions in the rural market. Star Bharat and Sony Sab swapped their fifth and...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/f1.jpg?itok=bHf3HxgX
Sony Pictures Networks India (SPN) extends exclusive television and digital rights partnership with ABB FIA Formula E championship

Sony Pictures Network India (SPN) will continue to broadcast each round of the ABB FIA Formula E Championship for a further two seasons across the Indian sub-continent - including India, Pakistan, Sri Lanka and Bangladesh.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/james.jpg?itok=kJ15Bp4y
James Gough’s innovative idea will be incubated with the intent to prototype it at Formula 1®’s Media & Technology Centre

Formula 1® Managing Director of Motorsports, Ross Brawn, and Mercedes-AMG Petronas Motorsport Driver, Lewis Hamilton, today crowned James Gough the winner of this year’s USD $50,000 F1® Innovation Prize at the FORMULA 1 PIRELLI 2018 UNITED STATES GRAND PRIX in Austin.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/flix.jpg?itok=OGsLbI9R
FLIX FIRST SCREENING: &flix makes October spookier with the multi-city theatrical premiere of Goosebumps 2: Haunted Halloween

&flix, the all-new destination for the most-awaited Hollywood blockbusters, brings the much-anticipated sequel Goosebumps 2: Haunted Halloween on Thursday, October 25

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/ganga.jpg?itok=rFc6bFbm
BIG Ganga Goes All Out to Delight Its Audience This Festive Season, Launches Engrossing Range of Shows

With the festive season right around the corner, BIG Ganga, the number one Bhojpuri channel in the Hindi heartland

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories