Weekender and Weekender Kids brands, in association with Warner Bros Consumer Products launched a new range of kidswear featuring famous cartoon characters such as Tom and Jerry, Tweety and Sylvester, Bugs Bunny and Daffy Duck.
Targeted at boys and girls between four and 10 years of age, the apparel will be made available in vibrant colours personifying the energy of Warner Bros characters.
The merchandise will gradually extend to include other popular cartoon characters such as Road Runner, Taz and Marvin. The apparel and accessories will be available at Toonworld corners in all Weekender Kids stores, premier departmental stores like Shoppers' Stop, Ebony and Pyramid and 100-odd multibrand outlets. The merchandise is priced between Rs 245 and Rs 745.
With this partnership, Personality plans to increase its apparel business from Rs 40 crore to Rs 50 crore over the next year. The company's kidswear business mopped up Rs 15 crore in the last financial year accounting for three per cent of the overall domestic market.
The company would take the Warner Bros brands into the top 50 Indian cities and support it with multimedia campaign and promotion. It is learnt that Cartoon Network Channel will play a crucial role in shaping the promotional campaigns of the Toonworld label.