MAM
Nick introduces sub brands; Nick Explore first to roll out
MUMBAI: Taking its licensing and merchandising strategy forward, Nickelodeon India is set to introduce its own sub brands in the Indian market, Nick Explore, Nick Sports and Nick Action.
The first edition from this kitty is ‘Nick Explore‘ in association with Mexus Education, one of the leading providers of hands-on educational toys for kids. The Nick Explore range of hands-on-learning toys and instructive games exposes kids to the fundamentals of science & technology, thus increasing their imagination and analytical skills.
These edutainment toys are targeted at eight years and above, with 24 different models and priced from Rs 199 to 2499. Nick Explore includes toys like rocking chairs, quad bikes, 360 degree cannons, walking robots, retro planes, earthquake meters and many more. The components in all the toys are interchangeable, re-usable and comes with infinite possibilities of making new models and machines. The range will be available at Hamleys, Landmark, Reliance Time Out, Shoppers Stop, Beanstalk and several toy stores across the country.
Speaking on the launch of Nickelodeon‘s sub brands, Viacom18 Media SVP – Consumer Products & Communications Sandeep Dahiya said, “This collaboration marks our entry into a new domain – both from a brand as well as a category perspective. The ‘Nick Explore‘ range of kits, developed by Mexus Education, will help unlock the creative potential in older kids, while exposing them to basics of science in a manner that‘s fun and interactive.”
Mexus Education MD Rohit Jain adds, “We are delighted to launch our latest innovative designer toys as Nick Explore. This is in continuation with our efforts of making learning enjoyable for kids. Nick Explore series will give a new dimension to the way kids perceive toys and studies by delivering the rare mix of analytical skills and creativity. Now kids can make new designs everyday and experiment with their ideas to make real machines and life size models with world class quality components in Nick Explore products.”
Nickelodeon‘s association with Mexus Education will include a 360-degree marketing promotion that will include on-air promotion, on-ground activities, digital and radio that will help in consumer engagement. The new product range will be promoted through various social media platforms on Facebook, Twitter as well as on the Nick India website. There will also be contests and retail promotions planned around the range.
Brands
Hocco crosses Rs 530cr revenue in two years
Sauce.vc-led Rs 100cr raise values ice cream brand at Rs 2,500cr pre-money as quick commerce hits 20 per cent of sales.
MUMBAI: Hocco has just scooped a seriously sweet milestone crossing the Rs 530 crore revenue mark in just two full years of operations. The fast-growing Indian ice cream and indulgence brand announced it has raised Rs 100 crore in fresh capital led by Sauce.vc. The round values the company at Rs 2,500 crore pre-money and underscores investor confidence in its rapid scale and distinctive India-first approach.
Founder Ankit Chona said the brand’s success stems from solving real Indian challenges extreme summer heat, fragmented cold chains and culturally rooted tastes. “In India, product development doesn’t end in the lab. It only ends when it survives the street,” he noted. This philosophy has produced viral hits such as Aamchi mango ice cream, BIX cake-sponge sandwiches, the Oh cone and culturally relevant collaborations like Haldiram’s Barfi and festive Modak specials.
Hocco currently operates manufacturing facilities in Ahmedabad and Panipat with a production capacity of approximately 3 lakh litres per day, running near full capacity in peak season. The fresh capital will help expand this to around 4.5 lakh litres per day.
Quick commerce has emerged as a major growth engine, now contributing ~20 per cent of overall business and growing nearly 2x year-on-year. The channel has boosted product discovery, increased consumption frequency and helped extend ice cream beyond its traditional seasonal limits.
Sauce.vc founder Manu Chandra said, “At Sauce, we believe that when you chance upon an outlier business, you double down with stronger conviction. We see Hocco as just that.”
With a strong innovation pipeline, deeper distribution and continued focus on cultural relevance, Hocco is entering its third year aiming to capture even more mind space and market share. In a category long dominated by legacy players, this young brand is proving that the coolest way to win is to build for India’s realities, one scoop, one street and one satisfied craving at a time.
