The
products will be rolled out in two phases. In the
first phase kids will be treated to Powerpuff Girls
and Dexter's apparel, accessories, gifts, stationery,
umbrellas, raincoats, school bags, toys and games,
which will be available in more than 20 cities across
the country. In the second phase, categories like
footware, home decor, domestics and linen, publishing,
personal care, branded foods and greeting cards.
 |
|
The
gang arrives in India: Cartoon Network's Johnny
Bravo, Dexter & the Powerpuff Girls
|
The
Powerpuff Girls, signifying girl power and the "intellect-led"
Dexter's Laboratory merchandise will be targeted at
young kids, whereas Johnny Bravo, a "jock"
brand, will target teenagers and young adults. The
price of the products range all the way from Rs 4
to Rs 1,140.
The products will be available across 1,500 retailers
in India, including dedicated corners in ITC's Lifestyle
stores. The emphasis will be on the organised retail
sectors in the north, south and western regions of
the country.
In
Mumbai, Idealtik, Innocence (Actuel), Accuweather
and Pyramid Plastics will be Cartoon Networks' licensee
partners.
"Internationally,
Cartoon Network's consumer products business contributes
significantly to overall network revenues. India,
being the second largest retail market after China,
is a key market for Turner. With the launch of these
products, we aim to increase the footprints of Cartoon
Network even further," says Cartoon Network Enterprises
senior vice president John S Friend.
Friend
further added that the overall, retail sales in India
are approximated at $180 billion, with licensed merchandising
alone accounting for $90 million. "I am confident
that our consumer products launch will further grow
our business and the overall kids' retail segment
in India," says he.
Cartoon
Network Enterprises India and South Asia director
(licensing and merchandising) Jiggy George, on the
other hand says, "With the Indian retail business
growing at a healthy pace of 15 per cent, Cartoon
Network Enterprises' range of consumer products will
add another dimension to kids' branded merchandise.
The design of our products is completely in sync with
today's kids, who are hip, cool, sporty and stylish."
George
further adds, "Before launching our consumer
products, we first introduced the concept of intellectual
property rights and licensing rights through out Promotional
Licensing business, which in itself is a pioneering
concept in India."
The
magic of toons has been taken beyond the confines
of the television set by Cartoon Network, thereby
ensuring a 360 degree approach for consumers and clients
- beginning with programming, innovative advertising
opportunities, successful marketing, including on-ground
and online offerings and licensing programmes.
Looking
ahead, George says that in the coming years, categories
like home video, music and expanded retail formats
will also be tapped.
Elaborating further on Cartoon Network's merchandising
thrust, Friend says, "Our strategy this year
will be to expand the Powerpuff Girls, Dexter and
Johnny Bravo merchandising. 2006 will be about
continuing to build the Powerpuff Girls and
the test will not be that they are successful for
the next two months, but through the next 12 months.
So Powerpuff Girls merchandising is going to
continue being our priority next year."
"Next
year we are going to add a couple of additional properties
like that of Codename: Kids Next Door and Hi
Hi Puffy AmiYumi. So by the end of 2006, we will
have merchandising for five different programmes in
the market," he added.
Recently,
Warner Bros. Consumer Products and Cartoon Network
designated leading toy manufacturer Mattel for Hi
Hi Puffy AmiYumi in the US.
