ZEE partners Bradford to expand content IPs into consumer products

MUMBAI: From television screens to store shelves, ZEE’s characters are preparing for a much bigger stage. Zee Entertainment Enterprises (ZEE) has partnered with Bradford License India to expand some of its most recognisable entertainment properties into the country’s fast-growing consumer products and licensing market, opening new avenues for monetisation beyond traditional broadcasting.

The collaboration will see Bradford develop licensing programmes for a portfolio of ZEE-owned intellectual properties across categories including apparel, toys, stationery, back-to-school products, publishing, gaming, gifting, FMCG, live experiences and lifestyle merchandise.

At the heart of the partnership are several well-known ZEE properties spanning children’s entertainment, reality television and fiction programming. These include animated comedy franchise Bandbudh & Budbak, dance reality show Dance India Dance, and popular Bangla drama Parineeta.

The move reflects a broader shift in India’s entertainment industry, where content is increasingly being viewed not just as programming but as intellectual property capable of generating revenue across multiple consumer touchpoints.

Among the featured properties, Dance India Dance, launched in 2009, remains one of India’s most recognisable reality formats, having helped popularise dance-led competition programming across multiple languages and regions. Meanwhile, Bandbudh & Budbak continues to enjoy strong appeal among younger audiences, while Parineeta has built a loyal following through its emotionally driven storytelling and Gen Z-focused narrative.

The partnership arrives as India’s licensing and merchandising ecosystem gathers momentum, fuelled by growing fandom culture, increased digital engagement and rising demand for locally relevant entertainment brands.

For ZEE, the initiative represents an opportunity to deepen audience engagement long after viewers switch off their screens. Rather than limiting interaction to television and digital platforms, the company is looking to extend its stories and characters into everyday consumer experiences through licensed products, retail collaborations and experiential activations.

Bradford License India will lead the licensing and category expansion strategy, identifying partners across key sectors and building long-term brand ecosystems around the content portfolio.

The deal also highlights the growing commercial value of Indian entertainment IPs at a time when global media companies are increasingly leveraging merchandising and consumer products as significant revenue streams.

As India’s licensing market matures, broadcasters are beginning to view beloved characters and franchises as more than content assets. Increasingly, they are becoming brands in their own right capable of living across toys, fashion, gaming, publishing and experiences, well beyond the television screen.

For ZEE, the next chapter may not just be about creating hit shows, but about turning popular stories into consumer brands that audiences can wear, collect, play with and take home.