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STAR L&M teams up with Archie Entertainment

04-April-2007
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STAR L&M teams up with Archie Entertainment

Archie Entertainment, the owner of the Comic Book brand, has announced the appointment of STAR India’s License and Merchandising Division (STAR L&M) to exclusively represent the Archie property in India.

The two companies will jointly develop plans to increase Archie’s publishing, television, and home entertainment presence in India. They will launch innovative new products in the categories of apparel and accessories, social expressions, school supplies and home furnishing categories, targetting teens and tweens based on the Archie characters.

In India to announce the deal, Steve Herman, President, Archie Entertainment, said, “The appeal of Archie and his Riverdale friends is timeless, and commands a larger fan base than ever before. This makes Archie an evergreen brand that licensees can truly build a business upon.”

Ajay Vidyasagar, Executive Vice President, STAR India, added, “We are very happy to associate ourselves with a property that has such positive family values and the kind of cross-over appeal that can connect easily with Indian children and parents. STAR and its L&M partners see immense opportunities and share Steve’s vision of making India the star of the Archie business map.”

Archie Entertainment celebrated its 65th anniversary in 2006. The Archie characters first appeared in an Archie comic book published in 1941. Today, Betty, Veronica, Archie, Jughead and friends remain a staple of entertainment for readers the world over with timeless tales of the trials, tribulations and triumphs of the popular teenagers. Role models to millions, Betty, Veronica, Archie and Jughead have come to represent the fads, fashions and attitudes of contemporary youth.

The STAR L&M division develops licensing programmes around STAR brands that cover children and women across multiple categories including apparel, bedding, back to school, publishing and home entertainment. In addition to its portfolio of brands based on local content, STAR represents the FOX properties in India.

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