POGO and Cartoon Network Enterprises (CNE), the specialised licensing and merchandising division of Cartoon Network, have devised a unique way to promote a new toy called ‘Buchki’. The toy finds a place in the forthcoming B R Films' 'Bhootnath'. This is not the only Bollywood property that CNE would be working for. CNE has already got into a Licensing and Merchandising (L&M) deal for Harman Baweja's 'Love Story 2050'.
Commenting on these associations, Jiggy George, Executive Director, Cartoon Network Enterprises, India & South Asia, said, “The two things that capture the imagination of kids as well as adults in India are Bollywood and cricket. So, we have been looking very closely at the Bollywood market. It is a big challenge to do the whole licensing and merchandising business for movies because product lifecycles are very short, while at the same time movies are very mass.”
Elaborating on the points of deciding on which movie to tie up with, George explained, “We wanted a movie fit at first go because we had to ensure that the movie plot sticks to what our brand stands for in terms of wholesome entertainment minus the aggression and violence. ‘Bhootnath’ fitted the bill and we have tied up with the movie on the L&M front. The movie is slated to hit the screens in January 2008. ‘Buchki’ has been added to the film’s script and characters in the movie have been shown to be playing with the toys. Thus, the toys will have an exposure through the film in a subliminal way.”
George further noted that the festive season being the peak season for toys, ‘Buchki’ would also be competing with POGO and Cartoon Network Enterprises’ immensely popular toy, ‘Blazing YoYo’. However, instead of any apprehension about the toys eating into each other’s market share, George is excited about the competition between the two toy brands and the interest they are generatng in the market. He said, “We know that it will peak by the time ‘Bhootnath’ releases, so subliminally there will be a connect between the product lifecycle of the toy and the movie, which will also help promote the movie.”
Regarding the toy brand’s association with ‘Love Story 2050’, George explained that what led them to be part of the movie was that it was a sci-fi film and would capture the imagination of the kids.