Bob the builder

Licensing Plus (India) Pvt Ltd Director, Gurpartap Singh said, " Product and promotional licensing is a very powerful marketing tool in today's cluttered world, which harnesses the pre-existing popularity of the licensed property to enchance the visibility of a product."

Hit Entertainment Plc brand director Sheetal Merchant says, "With LPI as the licensing partner, Hit is looking forward to leverage their indepth knowledge of the segment and their extensive network to popularise Bob as a viable and preferred licensing property."

Hit beleives that India is a promising market to build a future for Bob The Builder as this has already been proven by the existing products in the market, points out Merchant.

Pointing out on India being a potential market for licensing business in India, Merchant says that approximately 31.7 per cent of the population is aged under 14, who have an increasing appetite for global brands.

It is one of the most liked brands around the world and has a brand awareness of 89 per cent in US, 97 per cent in UK and 69 per cent in Germany reveals Merchant.