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Children’s
entertainment company Egmont Imagination India Ltd., in association
with Kapoor and Kaushik Entertainment Pvt. Ltd. today launched
the merchandise for their film Badhaai ho Badhaai at
the Crossroads mall in southern Mumbai.
Following the announcement of the tie-up between Kapoor
and Kaushik and Egmont, the two companies released a range
of merchandising for Badhaai Ho Badhaai. The range
was launched by Egmont managing director Uday Mathur, along
with the cast of the film.
The merchandise launched includes an entire range of activity
books for Badhaai Ho Badhaai which includes a ‘Graphic novel’
with the full story of the movie. There are other products
like a mystic pencil book, and a jumbo colouring book based
on the movie and its characters for children. It also has
a board game based on the story of the movie. A 36-inch Raja
Bop Bag is meant three-year-olds. Children also have an option
of the activity kit, which is an attractively packaged set
of the various products ideal for gifting.
The
highlight of the merchandise released was the launch of a
graphic novel, culled from the film that will be sold only
after its cinematic release so as to keep the suspense as
far as the plotline is concerned.
These
products are targeted at children in the age group of 4-14
years. Priced between Rs 25 and Rs 300, the products will
be available at all gift & bookshops, kid stores, supermarkets
and malls across India.
Speaking
at the launch, Mathur said: "In the past when we launched
products based on Hindi films, we received overwhelming response
not only from kids but also from all Bollywood film followers.
We believe merchandising is an interesting method whereby
fans can preserve precious moments from films for a long time.
We are proud to be the pioneering company in the country to
offer such products to the film loving people of India."
When
queried as to what research went into deciding the product
range that Egmont was going to market, Mathur said since the
movie targets kids those that were chosen were ideal. mathur
however pointed out that after the film's release, they would
gauge the movie's success and then decide whether more products
could be pushed in the market.
On
whether there were plans to take to take the merchandising
abroad, Mathur said the Middle East and UK were two markets
where they were seriously thinking of pushing these products.
While
launching the book film actor Anil Kapoor, chairman, Kapoor
& Kaushik, said: "Film merchandising is a very evolved concept
in the West, and I have always thought of having a merchandising
program for my films, but could not find the right partner.
So when Egmont approached me with their plan I was very happy
to start of this association. Now I think film merchandising
has come of age in India and movie lovers can expect more
of these products in the days to come.’’
Egmont
Imagination India is a wholly owned subsidiary of Egmont International
Holding Ltd (EIH). EIH was established in 1878 in Copenhagen
and has provided quality entertainment and reading material
for children all over the world.
Kapoor
& Kaushik Entertainment Pvt. Ltd. is a company formed in 2000
with actor Anil Kapoor and director Satish Kaushik as the
directors of the company. Badhaai Ho Badhaai is the
maiden project of the company and is ready for release.
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