Account
Mattel rolls dice with Dream Theatre for brand licensing blitz across south Asia
MUMBAI: Mattel and Dream Theatre are shuffling the deck for an exciting game plan in south Asia. On 22 April 2025, global toy titan Mattel announced Dream Theatre as its official licensing agency, handing over keys to its famous toy cupboard in India, Pakistan, Nepal, Bangladesh, and Sri Lanka.
With heavy hitters like Barbie, Hot Wheels, UNO, Fisher-Price, Scrabble, Thomas the Tank Engine, Pingu, Masters of the Universe, and Barney on board, Dream Theatre will link up with top partners to fill shelves with licensed products. The partnership leverages Dream Theatre’s market mastery and retail connections, placing Mattel’s brands firmly in the hands of fans across the region.
Dream Theatre founder & CEO Jiggy George shared his excitement, “We are excited to be appointed as Mattel’s Master Licensing Agency in India. This partnership presents an incredible opportunity to bring some of the world’s most loved brands to new generations of fans in this region. Mattel’s renowned brand portfolio holds a strong emotional connection with families in India and around the world, making it a standout licensing proposition for brands and products in the Indian market. We look forward to driving their continued success through innovative licensing partnerships, localized offerings, and strong collaborations with market leaders in India.”
Mattel VP global licensing & consumer products Meredith Norrie echoed enthusiasm, saying, “We’re excited to have Dream Theatre as our official licensing agency in India. Their expertise and passion make them the ideal partner to grow Mattel’s brand portfolio, deliver innovative, high-quality products, and strengthen our connection with consumers across India.”
The deal underscores Dream Theatre’s position as a major player in India’s licensing sector, while Mattel aims for greater market penetration, giving fans more reasons than ever to play.
MUMBAI: BigTrunk Communications, an integrated digital marketing agency known for driving brand transformations across industries, has been awarded the digital marketing mandate for Soframycin, one of India’s most trusted antiseptic cream brands from the EncubeEthicals portfolio. With this collaboration, Soframycin makes its debut into the digital space, aiming to amplify its presence across India through compelling social media narratives and data-led campaigns. BigTrunk will lead the brand’s digital strategy and execution, with a focus on connecting Soframycin’s legacy of trust with today’s health-conscious and digitally engaged audience.
Soframycin has been a household name for generations, widely recognized for its efficacy in treating cuts, burns, and wounds. Backed by the scientific rigor and pharmaceutical expertise of EncubeEthicals, a pharmaceutical powerhouse since 1998, the brand benefits from the expertise of over 1,400 professionals, including more than 200 R&D specialists and a robust team of quality experts. With a presence in over 50 countries, Encube’s commitment to excellence in topical formulations adds deep credibility to Soframycin’s legacy. Now, as the brand enters the digital space, BigTrunk Communications will lead the charge in reimagining Soframycin’s story—creating modern, relatable digital experiences that stay true to its heritage.
“As we take Soframycin into its next chapter of growth, embracing digital media is not just a strategy but a necessity. We wanted a partner who could translate our scientific credibility into engaging, relatable content for today’s audience,” said Soframycin vice president – marketing, Ajay Rawal. “BigTrunk’s deep understanding of healthcare communications and digital behavior makes them the ideal partner to build meaningful narratives around wound care, trust, and wellbeing.”
“Soframycin is more than a product—it’s a legacy deeply rooted in care and science,” added BigTrunk Communications founder & managing director Bharat Subramaniam. “We’re excited to take on this responsibility of guiding a heritage brand into the digital world. Our focus will be on creating contextual storytelling and purpose-driven campaigns that bring Soframycin closer to Indian families, both old and new.”
