Kids Disney India strengthens merchandising, launches Power Rangers range

Disney India strengthens merchandising, launches Power Rangers range

Author | exchange4media Mumbai Bureau | Thursday, Jun 15,2006 8:13 AM

Disney India strengthens merchandising, launches Power Rangers range

The Walt Disney Company in India has launched the latest season of priority franchise Power Rangers SPD (Space Patrol Delta). An extensive range of merchandise, including toys, books, clothes and other merchandise associated with the television show has been launched. Power Rangers currently airs in the JETIX block on Toon Disney.

Disney Consumer Products has launched these products and have partnered with kids’ merchandisers such as New Boy, Weekender, Funskool, Milton, Frank Educational Aids, Art for All, etc, to retail the line-up of products. Disney has also tied up with Sterling Publishing to launch a wide range of comics, story-books, colouring and activity books. The Internet group is set to launch a completely new Power Rangers game on mobile soon.

Rajat Jain, Managing Director, the Walt Disney Company (India), said, “Product innovation drives Disney. Our teams in every corner of the world have a shared passion to design and develop world class products that bring the stories alive. In recent years, Disney has transformed from passive to active licensing. From a deal-making focus, where relationships were singularly with the licensee without much value add from Disney beyond the great brands we create; the focus has shifted to consumers, retailers and products. Now, we work with licensees and retailers as partners.”

The show has launched another contest this month with GlaxoSmithKline. It is currently being promoted through a multi-media campaign across all markets. The earlier initiative in line with the huge franchise was Power Your Rangers Contest in association with Britannia. The contest was a smash hit with over 523,000 contest entries, one of the highest so far in kids marketing in India. The extensive retail presence across India, with Power Rangers branding on 10 Million Britannia Treat packs – a display value of whopping Rs 71 million, provided exposure unlike anything ever seen in the kids’ space in India.

Giving details of the show, Nachiket Pantvaidya, Director, Walt Disney Television International, India, said, “The Power Rangers are the ultimate super-force charged with defending the earth. Now, in its 14th season internationally, the show refreshes each season with new costumes, story-lines, actors and characters. The franchise began as a movie and is now a hit TV show worldwide.”

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