MUMBAI: MTV, the youth entertainment channel, in association with Firefox Bikes, has launched a new range of co-branded adventure bikes.

With this launch, MTV Consumer Products have extended into more than 16 categories like eye-wear, bags, stationery and paper, debit cards, mobile phones, bed-linen and helmets.

The Firefox MTV bike models include the 24" Thor, 26" Smoke, Dirt and Hades. The range is priced between Rs 10,000 to Rs 16,000 and targets youngsters.

Firefox Bikes managing director Shiv Inder Singh said, "Extending our lineage of high-end bikes this time in collaboration with MTV will certainly expand our market share; as MTV enjoys huge brand loyalty amongst the youth. These new bikes have specially been designed keeping in mind the generation next."

Viacom18 senior VP - consumer products Sandeep Dahiya added, "We‘re delighted to partner with Firefox, to launch MTV range of adventure bikes in India - a range that is as flamboyant in design as it is unique in functionality. The launch of MTV adventure bikes also marks the beginning of extending MTV licensed products in unconventional categories and 2012 is going to see more and more of that."

Firefox Bikes has over 90 exclusive bike stations across Indian cities and one in Bhutan. It has also introduced the Trek Bikes (USA) to India as exclusive distributors.

MTV Consumer Products‘ key licensees include Citibank, Aureole-Inspecs, BILT, Portico, Micromax, Steelbird, Wildcraft, Lava Mobiles and ‘Mochi - The Shoe Shoppe‘.