The Hindu Business Line : Cartoon Network upbeat on Blazing Yo-Yo

Chennai May 25 It's a toy that catches everyone's attention at one time or the other, was named the Craze of the Century by the British Association of Toy Retailers but one that hasn't really made it big in India. But Cartoon Network Enterprises India (CNE) is confident of changing all that with its launch of Blazing Yo-Yo.

Turner Group's children's TV channel Pogo is launching a show next month called Blazing Teens, which features groups of teenagers that duel with yo-yos. According to Mr Jiggy George, Executive Director, CNE India, Turner's character licensing and merchandising division, the show is popular in China, Korea and Malaysia. Though the yo-yos are not directly linked to the show, as the Beyblade merchandise is, CNE has incorporated pictures of the show's protagonists into the packaging to make it attractive to children. Every pack comes with a scratch card - the grand prize is an Alto car, but there are several LCD TVs and iPods to be won. CNE expects the yo-yos to do better than the Beyblade tops. Made by a China-based company called Auldey, there are 28 types. At a minimum price of Rs 149 (maximum Rs 600), the product is much cheaper than an entry-level Beyblade top, which cost Rs 300.

The challenge for CNE is to increase distribution while keeping prices affordable, Mr George said.

CNE is seeding not only major retail outlets but smaller ones as well. In addition, all Baskin Robbins ice-cream parlours and Lilliput outlets across the country will vend these yo-yos. A TV campaign has just gone on air. Launched about a week ago, the products are available in 1,000 counters and will be available in 2,000 more in a couple of months, Mr George said.

Meant for 6 to 12-year-olds, there's much that can be done with them, says Mr George. There are several tricks that one can perform with a bit of learning - one of them is `walk the dog' where the user can take the yo-yo for a walk much like a dog on a leash. CNE is even planning to bring in yo-yo masters who have taken it to an art form to promote this product.

CNE is very upbeat about Blazing Yo-Yos not only because of the comparative price point but also because of the play value. The price point will enable it to be distributed widely. Further, its retail partners are very excited by it, says Mr George, adding that there have been re-orders within a week. "Beyblades were driven by the show but we believe we have a winner even in this," he adds.

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