The Hindu Business Line : Cartoon Network bid to expand product merchandising biz

CARTOON Network Enterprises (CNE) is all set to launch various initiatives in product merchandising. This division of Cartoon Network India, which is in charge of the licensing and merchandising business, is entering new product categories and making headway expanding its presence in lifestyle stores as well as multi-brand outlets, said Mr Jiggy George, Director, Cartoon Network Enterprises (India and South Asia).

CNE is also going to extend the channel's Birthday Blast programme to a full-fledged business. It is tying up with Clockwork Events, a Mumbai-based company, to organise customised birthday parties for children. The channel will provide the cake, decorations, return gifts and other party paraphernalia and brand the event to strengthen brand equity, Mr George told Business Line. This will start off in Mumbai next month and extend to Delhi, Bangalore and Chennai next year, he added.

The company has tied up with Bombay Dyeing to sell home linen based on The Powerpuff Girls, Dexter's Laboratory and Johnny Bravo characters. The first two shows will also be used to decorate apparel (for which children's apparel retailer Lilliput is its partner), plastic home décor items such as buckets and mugs, stationery, toys, skateboards, bags and rainwear. It has launched more games and puzzles based on Beyblade. The channel launched toys based on these shows in a tie-up with toy maker Funskool India earlier this year.

In a retail push, the merchandise will be available at several lifestyle stores including Shoppers' Stop, Lifestyle and the Pantaloons stores in Mumbai and Ahmedabad, Mr George said, adding that some of these stores now even have Cartoon Network-branded corners.

Sister channel Pogo is also coming in for more attention. From November, CNE will launch home videos of its MAD shows which feature children exhibiting their skills in music, art and dance. They will be available at Music World, Crossword, Planet M, Landmark and Lifestyle, he said.

By Diwali, CNE would have launched over 300 products in 20 cities across 2,000 retail outlets, Mr George said.

CNE contributes 10 per cent to Cartoon Network India's total revenue. Retail sales total Rs 79,200 crore in India, of which the children's licensing and merchandising market accounts for Rs 300 crore, he said.

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