MAM
Mattel Toys brings ‘Robots’ to life
MUMBAI: With the animated classic Robots creating waves in theatres nationwide, Mattel Toys have brought to life the ‘mechanical beings’ by launching the Robots line of toys and accessories.
True to the characters from the movie, the Robots toy range will allow children to re-enact their favorite movie scenes from this animated classic. The toy range offers a full line of figures; play sets and accessories that will allow the imagination of kids go wild.
The story of Robots revolves around the idea that there’s a heart beneath steel and every robot can shine no matter what. Rodney Copper Bottom chases after his own dream of working alongside famous inventor – Mr. Big Weld.
From the Rodney Copper Bottom to the bunch of other bots in the Robot City, the toy range hosts some spectacular offerings. Some of the most exciting toys of this range are ‘Roboots.’ These cool boots are styled just like the pair sported by Rodney, the extra talented inventor in the film that have silly creaking, clanging and crashing sounds activated by running, stomping and kicking. Adding to the line of excitement is the ‘Wonderbot’, a flying machine invented by Rodney.
Mattel Toys (I) Pvt Ltd vice president marketing Nanette D’Sa says, “Mattel Entertainment is all about adding new dimensions to a kid’s fantasy. The ‘reel’ life heroes of the Robots city have now been brought alive into the toy rooms of children. Mattel is dedicated to ensuring that everything we create, from dolls and games to high-tech toys, brings the characters to life in amazing new ways.”
The movie Robots showcases geniuses, talent and action thus teaching. With our whole range of toys we are definitely sure that young boys will relive Rodney and the Robot City.
Besides Roboots, and the Wonderbot Flying Top, the range also expands to Super City Play set, Robots 3.5 inch figure and seven inch figure assortments, a 14 inch ‘Build n Battle’ Rodney Copperbottom and a Robots Board Game.
The Robots range will be available across all leading toy and departmental stores across the country.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
