The Hindu Business Line : `Character merchandising yet untapped in India'

CHARACTER-BASED products are new to the Indian consumers. But what the consumers are not exposed to fully is an array of products that can be generated out of characters in comics, television serials or films.

The product range covers the entire range of a child such as toys, books, stationery, footwear, apparels, watches, toothbrushes, school bags and designer computers.

"Merchandising is not fully developed in India. There is a huge opportunity in the country. It has not been tapped to its full potential," a senior official of the Disney (India) Private Ltd told Business Line here on Wednesday.

"See the potential. Toys can include infant toys, soft toys, puzzles, games, dolls and many other sub-categories. This holds good for other categories," he said.

Children love to possess something of their favourite characters in comics, television serials or in films.

The entertainment company sold products based on the Disney basket of characters through the DPC (Disney Consumer Products). The DPC gave licences to companies to manufacture and market the products.

Disney recently tied up with Funskool India to retail its toy merchandise in the country.

It started selling Princesses' series dolls through its distribution network that consisted of 5,000 outlets. Disney's latest offering included eight `Princesses' — Cinderella, Jasmine, Ariel, Belle, Mulan, Sleeping Beauty and Snow White.

The products cost from Rs 299 to Rs 649 for dolls, and Rs 199 to Rs 1,500 for the role-play sets.

The girls' lifestyle brand continued to grow into more categories. Globally, it was worth $3 billion annually.

"We gave out some 50 licences, so far, for retailing different products. Besides being a revenue generator the company, this model also gives a variety of companies to gain from the popularity of the characters."

He, however, said that the company was quite cautious while giving licences. "We don't go to companies where child labour is involved. Quality too is an important aspect," he pointed out.

The Disney official said the company had created a huge creative property. "The key driver for all this would be television," he added.

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
L'Oreal to tackle pricing pressure through stock keeping units

`Character merchandising yet untapped in India'

Rathore shoots for Coke

Mobile Hutch Shop launched in Chennai

Indian retailers listed among Asian toppers

BPCL plans to set up 100 `In & Out' stores

Renaissance Winery plans new brands