MUMBAI: Viacom18 is all set to bring the iconic Teenage Mutant Ninja Turtles franchise to India on television and in stores. The broadcaster, in association with toy distributor Toy Triangle, will be launching a range of exclusive TMNT merchandise this summer.
Nick and Sonic started airing the old episodes of the show from 1980s last month as a run up to the launch of the fresh episodes. The television launch will be assisted and furthered by the launch of TMNT toys and merchandise.
Speaking about the launch, Viacom18 SVP consumer products Sandeep Dahiya said, "In India, L&M and broadcast is a two way street. The property is hugely popular with kids and parents alike today and so, we do not need to wait for the brand to register in the market. We have a strong L&M portfolio in the kids’ genre at Viacom18 and TMNT will further strengthen it."
The range of toys is targeted at boys between the ages of 6 to 12 years and will include innovative action figures which will mark Nickelodeons India foray into the action toys category dedicated to the adventure loving young boys of today. This refreshed line of Teenage Mutant Ninja Turtles (TMNT) toy products is created by Playmates, the original master licensee for the property. The range will hit the stores on 1 May.
Dahiya adds, "We have an exclusive tie up with Hamleys for the first two weeks. So, starting 1 May , for two weeks, the range will be available only at Hamleys toy stores and from around 15 May, other stores also will have it."
The range will be present in the key metros initially and will then aim at penetrating the top 25 to 30 cities of the country over the next three months. The action figures and toys are priced between Rs 699 and Rs 8999.
Adding a modern twist to the existing classic boy’s toys, the new Teenage Mutant Ninja Turtles figurines constitute the most articulated Turtles toys ever made; with each figure shown in an acute level of detail and complete with their own personalized Ninja weapon. Adding further play possibilities, the line will also include an array of villains, vehicles, play-sets and role play, enabling fans to fully immerse themselves in the world of the famous brave brotherhood of four.
The toys are designed with motion sensors built in to them so that they produce up to different sounds for different motions. Apart from this, the range also has innovative features like flexible movable parts.
"The highlight of this range is the Secret Sewer Lair play-set, which is a first in the Indian market. Also, Teenage Mutant Ninja Turtles will soon be present into other key categories - stationery, back-to-school, publishing and apparel, amongst others," adds Dahiya.
The franchise is also set to be turned into a movie over the next couple of years. Michael Bay, who has movies like the Transformers series, Armageddon and Pain and Gain to his credit, has been approached to direct the movie.
