Mahindra Intertrade to cash in on ‘Bhoot’ with merchandise

MUMBAI: Mahindra Intertrade Limited (MIL) recently unveiled the new range of Soft Wonders titled Bhoot Series. The range of Soft Wonders from MIL comprises Millennium Boy, Millennium Girl, Animal Masks, Halloween Masks, Mobile holders, Dinosaur hand puppets, pen stands and glasses and is priced Rs 75 upwards. The Bhoot Series has been created as part of a tie up between MIL and Ram Gopal Varma to promote his new film Bhoot.

Explaining the rationale behind the alliance, MIL head-marketing services Parag Dani said: “Our Soft Wonders Halloween range had a lot of synergy with the film Bhoot in terms of the horror elements and thus we created a Bhoot series in Soft Wonders. In fact, the Millennium Boy has been used extensively in the film by Urmila Matondkar. It is a very unique range and children are going to enjoy it, as despite the horror elements, the toys are absolutely adorable.”

MIL launched Soft Wonders in a bid to complement its Walt Disney range and ensure that a complete range of plush toys is offered to the consumers.