Egmont Imagination India ties up with Vijayta Films

Egmont Imagination India has tied up with Vijayta Films for the launch of an entire range of products based on its forthcoming film – 23rd March 1931 Shaheed.

Egmont, the company that claims to have pioneered Bollywood film publishing, has acquired world rights from Vijayta Films (backed by film star Dharmendra and family) to publish and market the 23rd March 1931 Shaheed range of products in the country. The products extend from a graphic novel to an activity game, covering the entire spectrum of infotainment that would educate and interest children.

23rd March 1931 Shaheed, a big budget movie releasing this season, is based on the life of the Indian freedom fighter Bhagat Singh. Bobby Deol plays the coveted title role of Bhagat Singh while elder brother Sunny Deol portrays Chandrashekhar Azad's character.

The products promoted by Egmont are targeted at children in the age group of four-12 years. The products are being designed and made keeping in mind the kids' age and to indulge them in various activities like colouring, reading and creativity development. Priced between Rs 25 to Rs 195, the products will be available at all gift and book shops, kid stores, supermarkets and malls across India.

Timed for release in June, Egmont believes the strategy will work well for parents to keep their children busy during the monsoon, with indoor activities. Apart from a graphic novel with the full story of the movie, other products like the Mask Book, the Mystic pencil book, Magic Colouring book, the Jumbo colouring book for children are also part of the package. Children have an option of the Activity Kit or the Mega Kit, which are attractively packaged sets of the various products.

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