Cartoon Network Enterprises (CNE), the global branding and merchandising arm of Cartoon Network, has marked its foray into third party licensing by bagging the exclusive licensing rights of Beyblade toys in India.
On the nature of the third party licensing, Jiggy George, Director, Cartoon Network Enterprises, India and South Asia, said, “We tied up with D-Rights, which is a Japanese company that represents Beyblade, and through that tie-up we got the rights to license Beyblade.”
According to CNE, the Beyblade phenomenon was expected to create a new benchmark for itself even surpassing the Pokemon phenomenon, thereby grabbing more eyeballs from the kids.
Beyblade toys, widely popular overseas, has now taken the Indian market by storm. Beyblade a Japanese animated series, which premiered on Cartoon Network in May this year, revolves around the concept of spinning tops and has its genesis from the Japanese spinning top Bei Goma. The series is aired from Monday to Friday at 5.30 pm.
George attributed three factors that would make BeyBlade an immensely successful phenomenon in India – “The concept of spinning tops is integral to the show, which is very relevant in India. It is about teamwork and resides on Cartoon Network.”
The Beyblade series is broadcast in over 60 countries and has more than 1,000 merchandising and licensing products with 300 licensees worldwide and is one of the leading toys being sold in Japan, Canada, the UK, Australia, et al. So far, around 100 million Beyblade units have been sold worldwide.
In India, too, nearly 100,000 units of Beyblade toys were sold within a month of their hitting the Indian metros. After Powerpuff Girls, Funskool India has once again got the opportunity to retail the Network’s range of Beyblade toys.
Cartoon Network Enterprises, which recently launched a consumer contacts programme for its properties like Powerpuff Girls, Dexter’s Laboratory and Johnny Bravo, will be doing the same for Beyblade as well. Various apparels, stationary, gifts and novelties, accessories based on Beyblade would be available in the market during the Diwali season, informed George.
George, for whom the future seems to be wonderful, said, “Our main objective is to take the brand outside the realm of television.”