Companies

Amazing Spidey turns a brand marvel

| Updated on: May 01, 2014
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Record 38 brands will launch Spider-Man-inspired merchandise

Peter Parker, who turns into your friendly-neighbourhood Spider-Man, is back. And caught in his mesmeric web are a slew of brands.

From apparel to accessories, and toys to cycles, Disney India’s Consumer Products business, which is handling the merchandise, has tied up with as many as 38 brands to launch Spider-Man inspired merchandise across various categories.

The Amazing Spider-Man 2 , released at the Indian box office on Thursday by Sony Pictures India, opened at over 1,100 screens in 2D, 3D and IMAX formats. The movie has been dubbed in Hindi, Tamil and Telugu. Multiplexes said the movie was received extremely well by kids and families, but the question is if it will surpass the 2012 figures.

In 2012, The Amazing Spider-Man had earned ₹34 crore in the opening weekend at the box office, the biggest for a Hollywood movie in India.

Roshini Bakshi, a Vice-President at Disney India, said: “Over 38 brands across categories, highest for any Bollywood or a Hollywood movie in India, have come on board to bring alive the theatrical experience into fans’ day-to-day lives. Disney India has launched a product range inspired by the favourite Marvel Super-Hero — Spider-Man.”

Hero Cycles is coming out with Spider-Man-inspired cycles for kids, while Pantaloons and Big Bazaar have come on board for kids apparel. Other brands that have associated with the movie include Kellogg’s, Titan Zoop, Tupperware, Bajaj Fans, D Décor, Bombay Dyeing, Scholastic India, Funskool, Cello Pens, Bodycare, Simba Toys and Macmerise.

Brands say the super-hero cuts across various age groups and the tie-ups will help create a buzz around their products.

According to Pankaj Munjal, Co-chairman and Managing Director of Hero Cycles, “We believe that introducing cycles that are inspired by our fans’ favourite super-heroes will make cycling an exciting experience for kids.”

Ashish Saksena, COO, Big Cinemas, said that factors such as no big Hindi movie being released this weekend and Spider-Man being a popular franchise in India are working well for the movie. “The movie had about 80 per cent occupancy across our cinemas on opening day. There are a lot of families and kids opting for 3D shows,” he added.

Published on May 01, 2014

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