The Hindu Business Line : Hungama plans foray into merchandising

Kids channel, Hungama, is planning a foray into the merchandise space. To start with, the company would roll out merchandise of its popular shows, Hero and Sanya.

The merchandise would comprise accessories and costumes used by the characters in these shows as well as stationery and toys.

Ms Zarina Mehta, Chief Operating Officer, Hungama, said that the company would also look at distributor tie-ups to take the business ahead.

"We didn't concentrate much on merchandise as our focus was on developing the Hungama brand. Now that we have a pull factor it makes sense to look into other areas of business."

Mobile gaming

The company has also got into the mobile gaming space with the launch of Hungaming, which has gameshows such Gol Gol Gullam, Full Toss and Tiger in downloadable game formats.

Ms Mehta said that the channel would also be launching games based on its other shows such as Hero and Sanya on Hungaming.

Ms Mehta also claimed that three of Hungama's shows, Doraemon, Hero and Shaka Laka Boom have been rated by a recent TAM Media Research report, as the top three shows across the seven channels in the kids' genre.

Hungama is now reportedly the second most popularly watched channel after Cartoon Network.

The kids' genre has registered over a 100 per cent growth in the last couple of years.

"The GRPs of the entire kids genre in 2004 was around 200 points and as of May this year, it has already touched 722 points," Ms Mehta said.