MUMBAI: In order to maximise its group synergies, Reliance Entertainment has integrated the toys and games business under Zapak Games with Reliance Home Video.

Reliance Entertainment has produced films like Bodyguard, Singham and Double Dhamaal.

The new entity, known as Reliance Home Video and Games, will ensure growth of both home video and games business with enhanced funding, improved infrastructure and larger product offerings, the company said.

Speaking on the merger Reliance Home Video and Games COO Sweta Agnihotri said, "The broad market dynamics for Home Video and Games are similar in terms of consumer demographics, marketing and distribution of products. The consumer demands a more gratifying experience. They want their entertainment to be participative, immersive and experiential. The addition of games and toys to our existing home video business adds one more dimension to this enhanced consumer fulfillment. 

"With favourable sector dynamics, the Indian toy market is seeing a paradigm shift; there is a growing preference for international brands and the Indian market is being propelled by a larger kid‘s population, rising disposable incomes and aspirational lifestyles. Gaming is another rapidly growing segment which we are excited to be in. We will of course continue to dominate the home video business by bringing the finest films in home entertainment from across the world. We believe that Reliance Home Video and Games will be a long term player with incredible brand equity, experienced teams and investment capabilities which will be beneficial to all concerned."

Reliance Home Video distributes both Indian and Hollywood products. It is an exclusive licensee to Warner Bros, Paramount Studios, Universal Studios and Dreamworks for all their new and catalogue films and has released blockbusters such as 3Idiots, Bodyguard, Dabangg, Harry Potter series, Transformers series, Fast and Furious franchise among others on home video.

Zapak Games, meanwhile, has grown in the toy and games segment over the past four years and distributes merchandise, games and toys from leading international toys and gaming companies like Moose, Spinmasters, Codemasters, Jakks Pacific and Crayola.

Reliance said that the new entity would benefit all stake holders with presence in toys, games and home video all under one roof and make their network the most versatile and influential network in the personal leisure and entertainment space in India.