MAM
Funskool India bags exclusive retailing rights from Cartoon Network
MUMBAI: In order to capitalise on the booming cartoon based retail toy market, Funskool India has entered into an exclusive agreement with Cartoon Network to retail the channel’s Powerpuff Girls merchandising.
The license agreement is for an initial period of two years and Funskool expects this association with Cartoon Network will strengthen its offering in the toy market.
The company aims to garner a market share of over 30 per cent in the growing cartoon based merchandising category of the organised toy market. Funskool will be locally producing board games, puzzles and creative items featuring the Powerpuff Girls at their factories.
Commenting on the tie up Funskool CEO Raphael Kuriyan said, “The relationship between entertainment based toys and the cartoon themselves is symbiotic. TV programming holds interest for the child and drives the toy sales, while toys based on popular characters help promote the viewership for shows.”
“With the demand growing for contemporary cartoon based toys in the Indian market, we feel that this arrangement would help us take advantage of the range of offerings from Cartoon Network. Cartoons based toys account for 25 per cent of our sales revenues and with this agreement, we are now in a position to cater the domestic price points from between Rs 150 to Rs 500,” he further added.
Cartoon Network Enterprises licensing director (India and South Asia) Jiggy George said, “Powerpuff Girls is one of the most recognised, profitable and popular licensing properties worldwide and I am confident, based on the show’s success here that it will become the premier girl property in India as well. We are delighted that Funskool is the exclusive India representative for this exciting property.”
Funskool is also planning innovative point of sale (POS) materials to promote the toys and bring out the variety and excitement for the Powerpuff Girls collection, including character appearances in retail shops.
Funskool already distributes other popular brands that are featured on Cartoon Network like Bob the Builder, Thomas and Friends, Batman, Superman, Tom & Jerry and Scooby Doo.
Brands
Big Bowl appoints Lyxel & Flamingo as social and media partner
QSR brand eyes next growth phase after crossing Rs 100 crore ARR milestone
MUMBAI: Big Bowl, one of India’s largest bowl-format quick service restaurant brands from Lenexis Foodworks, has appointed Lyxel & Flamingo (L&F) as its social and media partner as it prepares for its next phase of growth.
The partnership comes after the brand crossed the Rs 100 crore annual recurring revenue milestone in 2025 and aims to help accelerate its journey towards Rs 150 crore ARR in its fifth year since launch.
Big Bowl currently operates more than 250 kitchens across 50 cities and has emerged as a major player in India’s organised bowl-format food segment. Built around hearty portions and delivery-first convenience, the brand offers a wide mix of Indian, Chinese and fusion bowls designed for quick, affordable and portable consumption.
As urban consumers increasingly gravitate towards easy-to-carry and value-driven meal formats, the company sees the bowl category as a scalable format aligned with modern eating habits.
With the appointment of Lyxel & Flamingo, Big Bowl plans to consolidate its social media and digital media operations under a single partner. The move is intended to sharpen its digital reach, strengthen youth-focused storytelling and improve performance marketing outcomes.
Lyxel & Flamingo, one of India’s largest independent digital-first agencies, manages more than 350 brands and oversees advertising spends exceeding $100 million across its network.
Under the mandate, the agency will handle Big Bowl’s social media strategy, content development, digital performance marketing, media planning and buying, as well as campaign amplification across platforms.
Commenting on the partnership, Lenexis Foodworks founder and director Aayush Madhusudan Agrawal said, “Big Bowl has scaled rapidly to cross Rs 100 crore ARR and established itself as one of the largest bowl-format brands in the country. As a delivery-first, digitally native brand, our next phase of growth will be driven by sharper performance systems and stronger brand storytelling. Consolidating social and media with Lyxel & Flamingo allows us to integrate data, creativity and media precision as we scale towards our next revenue milestone.”
Lenexis Foodworks marketing head Vikas Iyer, added that the delivery-led category requires content, media and performance marketing to work closely together.
“With Lyxel & Flamingo, we aim to build a sharper social voice, stronger acquisition systems and measurable impact, ensuring the brand scales not just in presence but also in precision,” he said.
Lyxel & Flamingo chief executive officer Dev Batra, said the agency will combine data-driven marketing with creative storytelling to support Big Bowl’s growth. “Big Bowl brings the flavour, and L&F brings the fire. Our strategy combines data-led performance with engaging storytelling to help build a strong digital brand presence while delivering measurable business results,” he said.
With this partnership, Big Bowl is looking to strengthen its position as a digitally driven QSR brand, blending brand-building with performance marketing as it scales within India’s rapidly growing organised food delivery market.
