MAM
Cartoon Network ups merchandising focus with 3 key properties
MUMBAI: Lead kids channel by a mile and more Cartoon Network is now looking to take its popular characters into the “real world” in a big way. The channel’s licensing division – Cartoon Network Enterprises – has launched a range of merchandising for its key properties – Powerpuff Girls, Dexter’s Laboratory and Johnny Bravo.
While Powerpuff Girls and Dexter’s Laboratory merchandise were launched this month, Johnny Bravo consumer products will put into the market around October this year.
The products will be rolled out in two phases. In the first phase kids will be treated to Powerpuff Girls and Dexter’s apparel, accessories, gifts, stationery, umbrellas, raincoats, school bags, toys and games, which will be available in more than 20 cities across the country. In the second phase, categories like footware, home decor, domestics and linen, publishing, personal care, branded foods and greeting cards.
The gang arrives in India: Cartoon Network’s Johnny Bravo, Dexter & the Powerpuff Girls
The Powerpuff Girls, signifying girl power and the “intellect-led” Dexter’s Laboratory merchandise will be targeted at young kids, whereas Johnny Bravo, a “jock” brand, will target teenagers and young adults. The price of the products range all the way from Rs 4 to Rs 1,140.
The products will be available across 1,500 retailers in India, including dedicated corners in ITC’s Lifestyle stores. The emphasis will be on the organised retail sectors in the north, south and western regions of the country.
In Mumbai, Idealtik, Innocence (Actuel), Accuweather and Pyramid Plastics will be Cartoon Networks’ licensee partners.
“Internationally, Cartoon Network’s consumer products business contributes significantly to overall network revenues. India, being the second largest retail market after China, is a key market for Turner. With the launch of these products, we aim to increase the footprints of Cartoon Network even further,” says Cartoon Network Enterprises senior vice president John S Friend.
Friend further added that the overall, retail sales in India are approximated at $180 billion, with licensed merchandising alone accounting for $90 million. “I am confident that our consumer products launch will further grow our business and the overall kids’ retail segment in India,” says he.
Cartoon Network Enterprises India and South Asia director (licensing and merchandising) Jiggy George, on the other hand says, “With the Indian retail business growing at a healthy pace of 15 per cent, Cartoon Network Enterprises’ range of consumer products will add another dimension to kids’ branded merchandise. The design of our products is completely in sync with today’s kids, who are hip, cool, sporty and stylish.”
George further adds, “Before launching our consumer products, we first introduced the concept of intellectual property rights and licensing rights through out Promotional Licensing business, which in itself is a pioneering concept in India.”
The magic of toons has been taken beyond the confines of the television set by Cartoon Network, thereby ensuring a 360 degree approach for consumers and clients – beginning with programming, innovative advertising opportunities, successful marketing, including on-ground and online offerings and licensing programmes.
Looking ahead, George says that in the coming years, categories like home video, music and expanded retail formats will also be tapped.
Elaborating further on Cartoon Network’s merchandising thrust, Friend says, “Our strategy this year will be to expand the Powerpuff Girls, Dexter and Johnny Bravo merchandising. 2006 will be about continuing to build the Powerpuff Girls and the test will not be that they are successful for the next two months, but through the next 12 months. So Powerpuff Girls merchandising is going to continue being our priority next year.”
“Next year we are going to add a couple of additional properties like that of Codename: Kids Next Door and Hi Hi Puffy AmiYumi. So by the end of 2006, we will have merchandising for five different programmes in the market,” he added.
Recently, Warner Bros. Consumer Products and Cartoon Network designated leading toy manufacturer Mattel for Hi Hi Puffy AmiYumi in the US.
Brands
Hemlata Sharma joins ONEOTT Broadband as chief business officer
Former Zee Media distribution head to steer growth, partnerships and strategy
MUMBAI:Â Hemlata Sharma has joined ONEOTT Broadband as chief business officer, bringing with her more than three decades of experience across television, telecom and media distribution.
Sharma most recently served as head distribution, research & CRM at Zee Media Corporation Limited, where she worked closely with editorial and senior management while overseeing distribution, consumer research and customer relationships for 14 news channels including Zee News, WION, Zee Hindustan and Zee Business, along with ten regional state channels.
In that role, she led nationwide distribution across platforms such as DTH, Hits, IPTV, cable networks and DD Free Dish. She also drove consumer research and strategic insights on a pan India scale, analysing content performance, anchor impact, programme slots and audience behaviour to guide editorial decisions and programming strategy.
Her portfolio also included managing one of the largest alliances with Zee Entertainment Enterprises Limited and overseeing the global distribution monitoring of Wion across North America, Mena, Europe, Africa, APAC and Australia.
Earlier, Sharma briefly served as head sales and distribution at Triplecom Media Pvt Ltd, an engagement driven OTT platform bringing together content, gaming, music and advertising for the entertainment distribution ecosystem.
Her earlier career includes a senior vice president stint at Ten Sports Network, where she played a key role in relaunching the sports broadcaster as an independent bouquet comprising Ten Sports, Ten Cricket, Ten Action and Ten Golf following the Zee takeover. During this period, she moved from vp west to head strategy for cable and dth and later national head retail distribution, helping build the network’s retail distribution vertical across India and launching dedicated golf and football channels.
Before that, Sharma spent over six years at Bharti Airtel as general manager operations for Madhya Pradesh and Chhattisgarh. She initially led marketing and corporate communications before moving into sales leadership, where voice sales grew by 86 per cent and revenues by 96 per cent. She later headed business operations, expanding annual business volumes to Rs 100 crore while significantly reducing operational costs.
Sharma began her long association with the media distribution ecosystem at Zee Entertainment Enterprises Limited as regional head sales and distribution for central India. During that period, she played a role in the early rollout of pay television channels including Zee Cinema, HBO, Nickelodeon and Cartoon Network, while also contributing to the launch of Siti Cable in key central Indian cities.
With her new role at ONEOTT Broadband, Sharma is expected to focus on strengthening business strategy, expanding partnerships and driving growth across the company’s broadband and digital distribution ecosystem.
