MAM
Disney gives merchandising heavy push with ‘Princess’ range
MUMBAI: Merchandising and licensing have been setting the cash registers ringing for kids’ channels internationally. However, in India this alternative source of revenue has just about started picking pace for the likes of Disney and Cartoon Network.
Earlier this year, Cartoon Network launched merchandising around its key properties – Powerpuff Girls, Dexter and Johnny Bravo. Now, the Walt Disney International (India) Pvt Ltd has rolled out its merchandising around the Disney Princess property.
Disney has eight princesses from the ‘Disney Princess’ brand namely Ariel, Belle, Cinderella, Jasmine, Mulan, Pocahontas, Sleeping Beauty and Snow White from its classic animated films.
Disney Consumer Products (DCP) has a wide range of merchandise from apparel, toys, home decor and books to interactive games, food and beverages, electronics and animation art. These products are rolled out through the work of DCP’s various lines of business like Disney Toys, Disney Softlines, Disney Hardlines, Disney Publishing, Buena Vista Games and Baby Einstein.
This retail sale of this girl’s lifestyle brand internationally is close to $3 billion. In India, DCP launched the Disney Princess range of dolls and role play/accessories range in August, wherein it inked a merchandising deal with Funskool. Disney Princess consumer products were made available across 5000 Funskool outlets in close to 20 cities.
Apart from toys, the other categories available are:
Indoor Games: Puzzles, activity, arts and crafts, wooden toys, ride-ons);
Apparel: Outerwear, rainwear, innerwear, sleepwear, swimwear, footwear, bags, watches, sunglasses;
Home: Bathroom accessories, rugs, floor mats, cushions, table and kitchen ware, photo frames, wall clocks;
Stationery: Greeting cards, notebooks, slam books, posters, party invitations, exam boards, party products (plates, forks, napkins, cups etc), memo pads, stationery sets, crayons, color pencils, folders.
Storybooks and activity/coloring
Additionally, Disney Princess movies are also available in VCD/DVDs. The latest movie release being; Jasmine’s enchanted tales – Journey of a Princess. Also, India is all geared for the platinum release of the Cinderella special edition DVD this month, the Indian edition of which is published by Excel Home Video. CD Rom games are also available around Disney Princess. On the television front, the Disney Channel airs a Disney Princess hour on weekends.
Speaking on the marketing and promotions that will revolve around Disney Princess, Walt Disney Company (India) Pvt LTD managing director Rajat Jain says, “Traditionally, consumer products have been promoted through Disney as a brand and not specifically toy centric. Disney has been organising umbrella promotional events like the Disney Princess road show for retailers, trade shows, events at leading retail malls with character appearances and grand concerts for kids internationally.”
In India, Disney has created “in-shop experiential centers” across the Lifestyle malls in Mumbai, Delhi, and Bangalore. On the other hand, Funskool will be also be undertaking innovative point of sale (POS) materials to promote the toys.
Jain had earlier emphasised that the company was first looking and establishing its television business in India and would then leverage the other Disney divisions here. “The Disney Princesses are very well known internationally. In the Indian market, their awareness is just being felt with the Disney Channel establishing itself. Television is the driver to the rest of our businesses in India. Having watched their favorite characters on screen; kids have a desire to possess the same, which drives purchase and vice versa,” he reiterates.
The girls’ franschisees has been an underserved one, what with only Cartoon Network’s Powerpuff Girls that caters to the same. This push in the form of the Disney Princess range will help cater to that audience.
Speaking on the expansion of the cartoon-based toys market in India, Jain says, “India is still in its nascent stage with character-based products mainly targeted towards kids. We have a long way to go to reach the global standards where character based products are a hot property with adults as well in the form of collectibles.”
DCP and Disney Publishing Worldwide (DPW) have been active in the country for the last 10 years. Jain informs that new launches linked to popular Disney characters will be rolled out every quarter.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
