While Aishwarya Rai inspires Barbie dolls, Funskool India is hoping that the Powerpuff Girls will capture the imagination of Indian kids. The company has entered into an exclusive agreement with Cartoon Network to retail the Network’s range of toys featuring the popular kindergarten trio.
The license agreement is for an initial period of two years. Funskool will be locally producing board games, puzzles and creative items featuring the Powerpuff Girls at its factories.
Funskool expects this association with Cartoon Network to strengthen its offering in the television cartoon based toy range. On the tie-up, Raphael Kuriyan, CEO, Funskool, said, “The relationship between entertainment based toys and the cartoons themselves is symbiotic. TV programming holds interest for the child and drives toy sales, while toys based on popular characters help promote the viewership of the shows.”
The company aims to garner a market share of over 30 per cent in the growing cartoon based merchandising category of the organised toy market. Cartoon based toys currently account for 25 per cent of Funskool’s sales revenues.
“Powerpuff Girls is one of the most recognised, profitable and popular licensing property worldwide and I am confident, based on the show’s success here, that the Powerpuff Girls will become the premier girl property in India as well,” said Jiggy George, Licensing Director, India and South Asia, Cartoon Network Enterprises.
Funskool is also planning innovative promotions, including Point of Sale (POS) materials and character appearances in retail shops for the collection. The toy manufacturer also distributes other popular brands that are featured on Cartoon Network, like Bob the Builder, Thomas and Friends, Batman, Superman, Tom and Jerry, and Scooby Doo.
The Powerpuff Girls show and its characters have enjoyed phenomenal cultural popularity, including more than $500 million in merchandising retail receipts to date, according to a company release.