Kids
Dentsu acquires US toy brand Chub City
MUMBAI: Global marketing and communications organisation Dentsu has entered into an agreement to acquire US toy brand Chub City. This is a line of street-savvy figural characters and vehicles originally created and currently marketed by Jada Toys. The announcement was made by Dentsu director, media services/tv division Yoshio Takada and Dentsu subsidiary DCI Los Angeles (DCI-LA) senior VP Yuma Sakata. |
Chub City will be developed for an animated television series by Dentsu in conjunction with DCI-LA. Mitsuharu Inoue will serve as creative director. Inoue is the producer of the hit animated series, Bakugan Battle Brawlers, a Japanese animated series airing on Cartoon Network which is based upon a toy line. Also planned for Chub City is an extensive new licensing program. Dentsu will own the intellectual property and will manage ongoing interests in the brand with DCI-LA. Takada said, “This acquisition is an ideal fit for our strategy with DCI- LA, which is to create animation for a global market by working with intellectual properties and development partners in North America while designing characters and animating through studios in Japan.” Sakata added, “The established character personalities and car customization aspects of Chub City have set-up a great story, and we are very excited to have someone of Mr. Inoue‘s caliber joining the team at the outset, to conceptualize an ongoing TV series while also growing the toy opportunities in an organic way.” The Chub City crew of characters and their distinctive chubbed vehicles can now be found in 12 global retailers reaching 11,000 locations worldwide. In two years, the brand generated over $20 million in retail sales. The Chub City brand was first created by Jada Toys to appeal to an aspirational demographic – kids who are inspired by music, art, and the car culture, but who are not yet ready to drive. The highly stylized and slightly edgy characters spend their time tricking out their dream cars, skateboarding, playing basketball, creating art and rapping in Chub City. The toys launched in 2005. Jada Toys president May Li says, “Our Chub City line has become a favorite for boys around the world. Our radio- controlled vehicles continue to be the top-seller in its category at retail, so there is clearly a demand for more from Chub City. Dentsu and DCI-LA, with its extensive development, production and distribution capabilities, will be able to take the property to the next level, and will be the best new home for this property.” |
Kids
Sony YAY! launches ‘House of Masti’ to celebrate 20 years of Shin chan
Comedian Kiku Sharda joins the fun with a special rap track as the mischievous icon returns to Indian TV.
MUMBAI: Shin chan is back and this time, he’s bringing the whole house of masti with him! Sony YAY!, India’s leading kids’ entertainment channel, has unveiled ‘House of Masti’, a specially curated programming block to mark 20 years of the iconic animated series Shin chan on Indian television. The campaign transforms the beloved character’s mischievous world into a fresh, high-energy viewing experience. It features new episodes, fan-favourite moments, and themed programming stunts, all designed to stand out from regular broadcasts.
Adding extra sparkle to the celebration, popular comedian Kiku Sharda has joined the campaign. He anchors the integration with a lively rap track titled ‘Shin chan ka YAY! Dhamaal’, infusing contemporary music and humour into the beloved series.
Sony YAY! business head of kids and animation Ambesh Tiwari said, “Over the past 20 years, Shin chan has built a strong and enduring connection with audiences in India. With ‘House of Masti’, we are celebrating this milestone through a differentiated, campaign-led experience. Kiku Sharda and the rap track add a fun, high-energy layer that will resonate with today’s kids and families.”
Starting 27 April, viewers can enjoy the World Television Premiere of Shin chan along with new episodes and an exciting lineup of blockbuster movies on Sony YAY!.
By blending nostalgia with fresh, engaging content, Sony YAY! is ensuring that the cheeky, laughter-filled adventures of Shin chan continue to entertain and connect with new generations across the country.
In a world full of serious cartoons, Shin chan remains delightfully naughty and with ‘House of Masti’, Sony YAY! is making sure his brand of chaos stays as fresh and fun as ever. Get ready for some serious masti!
