The Hindu Business Line : Cartoon Network bullish on movie merchandise biz

Cartoon Network Enterprise (CNE), a specialised licensing and merchandising division of Cartoon Network, is beefing up its brand portfolio by branching into the movie merchandise business.

Targeted at kids between the age group of six and 13 years, the company said it is highly bullish on the growth of this division. It had piloted the merchandise business with Bollywood film Bhootnath.

“Unlike in the Hollywood where it is a promising business, most movies in India have not really worked on the movie merchandise business. In fact, here it is more like an after-thought. Our first Bollywood association gave us an insight into the market. This is more an extensive foray,” Mr Jiggy George, Executive Director, Cartoon Network Enterprises, India and South Asia told Business Line.

Noting that the merchandise business is at a tantalising peak into what a movie has in store for its audience, he said CNE has developed over 18 types of customised products for the upcoming sci-fi film LoveStory 2050.

The merchandise will spread across five key categories such as publishing, toys, home furnishings, apparel and novelty, and will be sold under the umbrella of the popular kids’ channel Pogo and branded Pogo Inspired.

“Product lifecycles are getting shorter and we would like to get into marketing and distribution fast,” he said, adding that the Rs 350-crore promotional merchandise market in India is estimated to be at Rs 350 crore and is growing annually at a rate of 15-20 per cent. The kids merchandise will be priced from Rs 40 to Rs 3,500 upwards.

Mr George said the CNE is also eyeing the ‘character licensing business’. A range of toys will be evolved around popular characters such as PowerPuff Girls and Johnny Bravo.

All the merchandise will be available in all multi-brand retail outlets such as Shoppers Stop and Lifestyle, he said, adding that the company has also tied up with kid’s garment major Liliput to market the same.

Asked about its theme park foray, Mr George said the two upcoming parks in New Delhi will be operational by 2009.

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