Archies Greetings & Gifts has tied up with the International Cricket Council (ICC) to become the official licensee for the council in India. This arrangement would allow Archies to come out with products sporting the ICC's logo on a range of products such as posters, mugs, stationery, cards and so on.
According to sources Archies have got rights to use the ICC mascot known as the Dazzler on their products along with logos associated with the ICC. A lump sum fee has been paid to the ICC for the rights to use these logos on their products.
The products are expected to hit the stands on the first of January next year, before which each and every item (sporting the logo) will be sent for the approval of the council.
Archies is expecting sales revenues of about Rs 2 crore in a period of three months from these products, provided India plays well. It is also expecting high sales to come during the period between New Year and Valentine's Day. The company has designed cards for the occasions, which will make use of the mascot `Dazzler'.
Archies will also be aggressively promoting these products by running promotions and advertisements through the print, electronic and outdoor media. The television commercials will be aired on 9-10 channels.