Cartoon Network Enterprises (CNE) has announced the launch of consumer products featuring the classic ‘Galli Galli Sim Sim’ characters such as Elmo, Biscuit Badshah, Bharat, Ernie across four categories. CNE has partnered with Liliput, Euro Kids, Scholastic, Mattel and Portico for launching an entire range of apparel, publishing, plush and home furnishing in the first phase.
Jiggy George, Director, Cartoon Network Enterprises – India & South Asia, said, “Unlike other age groups, kids in the 2-5 year age group have no branded consumer products in the country. This ‘Galli Galli Sim Sim’ series of merchandise are targeted exclusively for them.”
He further said, “We have tied up with Lilliput for apparel, Euro Kids and Scholastic for publishing, and Portico for home furnishings. The Plush collection from Mattel will feature a voice-chip enabled Hindi speaking Elmo.” Speaking about the marketing strategy, George said that the retail promotions would take place from October 21 and continue till November 5 at all Crossword stores across India with activities for kids such as colouring, drawing, etc.
While talking about the other plans of CNE, George said, “The POGO theme park in Delhi will be operational by the summer of 2007, while the Cartoon Network one will be ready by December next year.” He also added that there were plans to set up Cartoon Network retail outlets in the theme parks to sell CNE merchandise.