HIT Entertainment, pre-school children’s entertainment producers and rights owners, has launched the company’s licensing business in India with the internationally renowned property, Bob the Builder, in collaboration with Licensing Plus (India) Pvt Ltd (LPI). Amongst the top shows on the kids’ channels in India, Cartoon Network, Bob the Builder will now also be available to Indian licensees and retailers across product categories such as plush toys, educational games, figurines, apparels, board games & puzzles, tableware, home furnishings and back to school products, among others. Bob the Builder has been sold to more than 200 countries and has over 2000 products in key territories worldwide.
Monica Tata, Vice President - All India, Advertising Sales, Turner International India Pvt. Ltd., avers, “Since its premiere on Cartoon Network in January 2003, Bob the Builder has become one of the top rated shows among Indian viewers. As a responsible broadcaster, positive shows such as Bob The Builder form an integral part of Cartoon Network and POGO's programming line-up. An excellent role model for kids, Bob the Builder - synonymous with the popular and action oriented catch phrase “Can we fix it? Yes, we can! - attracts co-viewing by young kids and their mothers. We are delighted that through Cartoon Network’s sustained and concerted promotions efforts, Bob has today become one of the most popular shows among school children.”
Bob the Builder is a perennial, pre-school (2-5 years) brand that delivers a family of characters who overcome everyday problems through an infectiously positive attitude, motivation and teamwork.
Sheetal Merchant, Brand Director – India, HIT Entertainment Plc says, “Our first step was to establish Bob the Builder as a successful television show, an objective that has been achieved in a very short time thanks to Cartoon Network. We are delighted that with the launch of this licensing programme, we can now bring Bob to life in the Indian kids’ world with a range of products and merchandise. HIT is very happy to have LPI as their licensing partner and is looking forward to leverage their in-depth knowledge of the segment and their extensive network to popularize Bob as a viable and preferred licensing property.”
“Licensing Plus (India) is one of the pioneers of the Brand Licensing concept in India. Product and promotional licensing is a very powerful marketing tool in today’s cluttered world, which harnesses the pre-existing popularity of the licensed ‘property’ to enhance the visibility of a product. Bob the Builder is very popular and one of the most watched shows by children. We look forward to distributing Bob’s copyrights among the Indian marketing fraternity and we are confident of a very positive response,” adds Gurpartap Singh, Director, Licensing Plus (India) Pvt. Ltd.