Philips, on Wednesday, made its first-ever digital consumer product launch. The company announced a strategic partnership with Disney and Amazon to sell lighting products designed especially for kids. The products will be made available exclusively through e-commerce platform Amazon.
This launch is a bid to transform Philips’ home lighting experience, and make it digital. The new Philips and Disney Imaginative Lighting range of products combines Philips’ technology with Disney’s characters.
Nirupam Sahay, President, Philips Lighting India, said, “The e-commerce tie-up with Amazon will help us in making these digitally interactive lighting solutions easily accessible to our target consumer, who is online most of the time and likes to shop without hassle. Amazon's vast network will ensure its availability not just in metros but also in tier II and III cities.”
According to Rahul Taneja, Senior Director, Business Head-Consumer Luminaires, Philips India, “Our research indicates that our target customers are very comfortable buying online. E-commerce platforms have become great markets for young parents. We are looking at a co-marketing plan, and to this effect, we will be launching online videos on Amazon’s website as well as all social media platforms. The coming week will see hard sell videos on various digital platforms. We will be extending this range to our retail outlets within the next one year. However, at present, this will begin as an out-and-out e-commerce driven product range.”
“The launch of Philips Disney Imaginative Lighting range exclusively on www.amazon.in is in line with our vision of enabling our customers in India to find, discover and buy anything that they desire online and provide them a unique, delightful and trustworthy shopping experience,” said Samir Kumar, Director, Category Management, Amazon India.
This product range is a perfect example of how Disney storytelling can extend into children’s bedrooms through an innovative and compelling product offering, added Abhishek Maheshwari, Vice President and Head, Disney Consumer Products.
The Philips Disney Imaginative lighting range has been created to inspire children’s play and magical family moments as well as provide comfort to kids through Disney characters they know and love. The range also includes lights featuring ‘light that comforts’, such as night lights that emit a gentle glow, to products designed to help promote a regular sleep pattern for children by letting them know when it’s time to get up. The portfolio is designed for kids of ages 3–7 years and it has been designed with safety in mind through each product’s construction and the materials used. Smart Philips LED means the lamps are robust, stay cool to the touch and are kind to little hands – with the added bonus that they do not have to be changed often due to their extremely long-life. Each light is also designed to ensure there are no small parts or sharp edges to worry about, and cables can be tidied away using Velcro cable binders.