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Cartoon Network Enterprises strengthens its POGO merchandising

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Cartoon Network Enterprises strengthens its POGO merchandising

Cartoon Network Enterprises (CNE), the global licensing and merchandising division of Cartoon Network, has announced the rollout of the second phase of POGO merchandise with the launch of apparel, activity kits, publishing, stationery, electronics, school bags, etc, under the POGO brand. This announcement comes following the outstanding success of previously launched products like The Powerpuff Girls, Johnny Bravo, Galli Galli Sim Sim, POGO Wheels, etc.

Jiggy George, Director, Cartoon Network Enterprises – India and South Asia, said, “This year has been fabulous for us. Over the last quarter, we have announced two strategic initiatives in the consumer goods division and it makes me proud to close the year with the announcement of the extension of POGO merchandise across these exciting categories. The division has recorded a fantastic double digit growth, registering an annual jump of 50 per cent in business and I am looking forward to witness similar success in 2007 with the launch of many such exciting announcements.”

He further said, “POGO stands for fun, learning and excitement, and keeping these brand characteristics in mind, coupled with a recent qualitative research conducted amongst three age groups of kids and parents, it was found that the extension of POGO into merchandise would be well accepted. The categories that would best fit the brand would be apparel, toys, back-to-school products and gifts and novelties. This gave us the clear direction that the right time to commence our merchandising programme for POGO had arrived.”

In keeping with the channel’s brand values of being ‘alive’, ‘playful’, ‘creative’ and ‘energetic’, the vibrant new range of POGO apparel was unveiled by 12 kids walking the ramp. The kids showcased the new POGO apparel ranges for boys and girls. Another highlight of the afternoon was a special appearance and act by Rob, the popular host of M.A.D. (Music Art and Dance), an award winning original production from POGO.

The POGO apparel range, launched by Karmatex, would be available in three ranges – Surf, Word Trails and Party Wear – for boys and girls aged 3-12 years. With 80 SKUs, this range will be available in Spring/Summer 2007 at all Karmatex stores called ‘Scram’ as well as at other leading lifestyle stores. The range will be priced between Rs 399 and Rs 995.

The new POGO merchandise range will enhance the product category of the show, M.A.D. This new range would include the latest M.A.D. home entertainment DVDs, six new M.A.D. book titles, M.A.D. stationery and a M.A.D. do-it-yourself activity kit. The POGO toys range, successfully launched in the first phase, will also see extensions as new and higher-end versions are launched next year.

Cartoon Network Enterprises will also strengthen its retail presence with over 1,000 products currently available in over 15 categories such as apparel, plush, home ware, home décor, party products and stationery across 3,000-plus counters in over 25 cities. The New Year will bring in a lot more action across branded POGO merchandise as categories such as innerwear, sleepwear, gifts and novelties, bags and activity games, among others, would be added to the existing POGO portfolio.


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