With just days left for the ICC Cricket World Cup 2011, companies are busy tying up business deals around the tournament. One such company is German toy manufacturer Simba Toys, which has entered into an exclusive alliance with the ICC for World Cup 2011. The company will manufacture and merchandise ‘Stumpy’, the official mascot for the event. Simba Toys plans to merchandise ICC Mascot 2011 across India, Sri Lanka and Bangladesh.
Simba entered the Indian market in 2009, forming Simba Toys India, and has been scouting for avenues to increase their market presence.
Speaking on the association with ICC World Cup 2011, Pardeep Parmar, Business Head, Simba Toys India, said, “We have entered into a licensing deal with ICC for two years through 2010-11. Through this deal, we have acquired exclusive rights to produce and market ‘Stumpy’, the soft toy that will be the official mascot for the World Cup.”
Speaking on the idea behind the association, Parmar said, “Simba has always been keen on associating with events that are relevant and resonate with the brand’s image and with an opportunity such as this, we are hoping to build a connect with the kids and as a brand.” This philosophy further encouraged the toy maker to associate with cricket, the sport with mass appeal, and acquire the global license to merchandise.
Elaborating further on the alliance, Parmar said, “‘Stumpy’ has been conceptualised by ICC and was given to us in 2D, which was then brought to life by transforming it into a 3D plush soft toy mascot by us.” Stumpy aims to crystallise the feelings and action of the sport and emphasises the enthusiasm and determination of today’s youth. It embodies a friendly face of a 10-year old kid who worships Indian cricketers, their technique, skill and character. ‘Stumpy’ is available in various sizes on 26 inches, 17 inches, 10 inches and 7 inches, and is priced between Rs 299 and Rs 2,499.”
Speaking on the merchandising plans and expected sales, Parmar said, “We have started a ‘back to school’ range’ of products that will have ‘Stumpy’ branding. We are much focused on this license as it will span tenure over a short period of February 19 to April 2. We are looking at creating maximum hype around this time and are looking at pan-India marketing and distribution during the event. In the three months, we are expecting a sales turnover of about Rs 6-7 crore.”
The Simba Dickie Group also has licensing deals for ‘Disney Princess’ and ‘Disney Racing’, among others. The Simba Toys group includes member companies like Eichhorn, Schuco, Noris Spiele, BIG, Nicotoy, Smoby, Schipper Arts&Crafts, Zoch and in 2010, Majorette.