Egmont launches 'Badhaai ho Badhaai' merchandise

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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