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Pokémon forays into FMCG associations in India with Kellogg’s

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MUMBAI: Media franchise Pokémon from The Pokémon Company, known for its extensive consumer product business is now entering the FMCG space in India. An announcement was made yesterday about its product association with Kellogg’s Chocos breakfast cereals. Dream Theatre, the licensing agency for Pokémon in India and South Asia has tied up with Kellogg’s Chocos for a Pokémon promotion across variants and co-branded giveaways.

As part of the association the brand is offering 3 D cards for kids to put Pokémon figures together with the 300 grams pack, while the 125 grams packs have 5 Pokémon index cards, 125 grams packs offer 1 index card and the Fundoo Ball pack has the most exciting premium – mini Pokémon figurines. The Pokémon promo packs are available across all modern trade and general stores. In addition Kellogg’s has also created 3 x15 second TVCs for Kellogg’s Chocos to create awareness about the promotion which will run across TV networks and Cinemas.

Kellogg India director Harpreet Singh Tibb said, “We are excited to work with brand Pokémon for our summer consumer promotion this year. Chocos is an iconic and exciting brand, and we have always strived to enhance consumer experience and build a lot of fun for kids. This promotion with the popular Pokémon franchise is one such initiative. We are sure kids will love the wide range of gifts from cards to figurines that are on offer, and are looking forward to a stellar promotion”

“Apart from being a fantastic show with a commendable performance track record on TV and on retail shelves, Pokémon stands out among its contemporary shows with its unique collectability proposition. Its vast library of content across TV series and movies also makes it a long term proposition for FMCG brands to associate with it terms of longevity. We are thrilled about our association with Kellogg's and are certain it will be landmark promotion for both brands,” Dream Theatre CEO and founder Jiggy George explained.

The Pokémon Company corporate officer Susumu Fukunaga too commented on the association saying, “India is a focus market for us and we are excited to see the brand come alive across TV, retail and now in the FMCG space with Kellogg’s Chocos in India. We have been associated with top FMCG and QSR brands across the world and are excited to see the market engage with Pokémon in multiple formats in India as well, it is proof of the brand coming of age in India in its second coming.”

Dream Theatre is currently in talks with other leading FMCG companies for both consumer products as well as promotion discussions.

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