Teenage Mutant Ninja Turtles (TMNT) franchise, internationally considered to be one of the most popular kids’ television programmes of the 1980s, will hit the Indian shores this summer. The TMNT range will mark Nickelodeon’s India foray into the action toys category.
Talking to exchange4media about this new property, Sandeep Dahiya, SVP & Business Head – Consumer Products, Viacom18 said, “Viacom acquired the property, which was a cult hit, a couple of years back and we have created a new season of the same property in today’s cutting edge technology with mix of animation and live action.”
The group is trying to create a whole array of consumer products built around it with some of the best global companies and brands and a Hollywood movie is also in pipeline associated with the characters in couple of years.
Dahiya added, “If you make the show relevant in today’s context by using today’s technology, it will work as much or better than it did in the 80s.”
He also shared that they are planning some major placement and promotion with below the line and on ground activation. It will be on air on both Nick and Sonic channels. “We are also looking at an opportunity to tie up with pizza players here as the characters of the show are very strongly associated with pizza,” he added.
On the association with Toy Triangle, Syed Adil Qamar, Country Head, India, Toy Triangle said, “We are delighted to partner with Nickelodeon India, on such a huge property, which is already creating waves internationally. We have already received an overwhelming response from retail buyers who believe that TMNT will re-invigorate the toy aisle in the action genre.”
The group has planned the investments in various levels which is required. It will go in different cities and tying up with franchise to promote.
The launch will be supported by a 360 degree marketing campaign across the nation. The unveiling will happen first at Hamleys all through the month of May, with lots of engaging contests for kids.
Our typical marketing budget is usually 10 per cent of the topline spend