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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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