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Bindu D. Menon

New Delhi, Sept. 30 Enthused by the success of its film merchandising business, Cartoon Network Enterprises, the specialised licensing and merchandising division of Cartoon Network, is preparing to be a major player in the arena.

The company has bagged the exclusive licensing rights for upcoming Bollywood film Drona. The division won the licence from media and entertainment company Eros International.

“We got a stupendous response to our earlier merchandising. The association with Abhishek Bachchan starrer Drona will help us establish a significant presence in the movie merchandise business,” Mr Jiggy George, Executive Director, Cartoon Network Enterprises, India and South Asia, told Business Line.

CNE entered the merchandise business with Bollywood film Bhootnath and Love Story 2050.

Noting that product lifecycles are short in the movie merchandise business, he said the company saw the framework pick up well at the retail level. “We want to be part of a film which is unique in its approach. Drona also has a sci-fi element in it and appeals to the younger generation.”

The merchandise is being launched across three key categories — games, toys and publishing material such as story books. “There will be around 12 stock-keeping units which will draw the attention of kids during the forthcoming festival season,” he said, adding that a graphic novel will also be launched.

On whether sales slumped following the debacle of the film at the box office, Mr George said the products did show a decline at retail level if the film didn’t do well. The merchandise will be available in all multi-brand retail outlets such as Shoppers Stop, Lifestyle and Lilliput.

More Stories on : Channels and Franchises | Cinema | Entertainment & Leisure

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