Kolkata-based paint company Berger Paints has entered into an exclusive tie-up with Cartoon Network to launch ‘do it yourself’ paint kits under the brand name of Berger Kidz. The ready-to-use kits give children the choice to paint the Cartoon Network characters on the walls of their rooms. This will be a product extension of the paint company and is in keeping with its tagline ‘Paint your imagination’. ‘Galaxy’ launched last year was the first in the ‘do it yourself’ category from their stable.
PK Sengupta, Head-Retail, Berger Paints, said, “Any home is incomplete without a kid; our marketing activities are also incomplete in a sense if we don’t include kids in our target audience. Research shows that kids in this target group are a huge audience for Cartoon Network. This tie-up will add more excitement to our product profile.”
The market size in the segment of children as consumers is a whopping Rs 5,000 crore and is growing rapidly with several marketing giants jostling for space in this segment.
Jiggy George, Executive Director, Cartoon Network Enterprises (India), said that Cartoon Network had started licensing about five years ago, which is all about equity of characters and retail. According to him, this deal with Berger is a natural extension of their products and is a great property.
Commented George, “In Cartoon Network, we’ve taken the 360-degree approach, which goes beyond just television.”
At the moment, three cartoon properties -- Johnny Bravo, Power Puff Girls and Dexter’s Laboratory -- are available, with more characters to be added shortly.
The media communication for Berger Kidz will include television, press, outdoor and children oriented events. The product will be retailed through outlets such as Pantaloons Home Solution, gift and toy stores, and paint shops. Berger hopes to add more such interesting products in this product line so that there is a significant rise in sales in the children’s category.