In a move to capitalise on the booming cartoon-based toys retail market, Funskool India has entered into an agreement with the Walt Disney Company to retail Disney’s range of toy merchandise here. This move represents yet another step in Walt Disney Company’s business strategy in India.
Funskool has launched the internationally popular Disney Princess’ dolls and role-play sets this year. The products are priced competitively and vary between Rs 299 and Rs 649 for dolls and between Rs 199 and Rs 1,500 for the role-play sets.
The company is confident that the products, which are hugely popular worldwide, will appeal to Indian children as well and hopes to garner a market share of over 20 per cent in the growing organised Rs 15 crore category of 3-9 year range of toys for girls.
Funskool will be importing the Disney Princess products and distributing them in India. It will also manufacture board games and puzzles from its facility at Goa.
The young girls’ lifestyle brand continues to expand into more categories and countries and is on track to become the largest global girls franchise in 2006 with 40 per cent growth in 2005 and a whopping 300 per cent growth over the last three years.
The eight princesses – Ariel, Belle, Cinderella, Jasmine, Mulan, Pocahontas, Sleeping Beauty and Snow White – were brought together under the same marketing umbrella by Disney Consumer Products in 2000.
Disney Princess boasts platinum status on Billboards Children’s Chart and has three titles in the Top 25 chart with the ‘Disney Princess Collection’ from Walt Disney Records. It has also notched up 10 million in circulation with 30 editions of its Disney Princess magazine, available in 75 countries.
Having crossed $3 billion in worldwide consumer retail sales, the brand continues to be the fastest growing, nearly universally recognised brand Disney has ever created. Funskool is also planning innovative point-of-sale materials to promote the toys. To add to it, Funskool has a strong distribution network covering 5,000 outlets across India, which will be helping in the sale of the Disney Princess collection.