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
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
