The Walt Disney
Company India has launched a new line of merchandise around its popular show 'Power rangers'. This new line will be under the Disney Consumer Products and will include products such as toys, clothing, stationery, bags, bed linen etc.
Walt Disney has tied up with several retail chains such as Shoppers' Stop, Lifestyle, Pantaloons, Archies and Funskool to distribute these products, which will be available all across India. It has also taken as partners merchandisers such as New Boy, Weekender, Milton and Frank Educational Aids.
According to Rajat Jain, managing director, Walt Disney Company India, along with retail, the character franchised sector is also growing. Explaining why Disney has finally launched its merchandise in India, Jain says, "'Power Rangers' has been a huge success across India and it is an evergreen show. That's why it made sense to come up with a line of merchandise around its characters."
'Power Rangers' is a live action adventure saga that airs on JETIX on Toon Disney for four hours a day. It has a group of teenagers who have special powers to wage war against evil. That's the central theme for even the apparel introduced by Disney.
The price range for the toys will be upwards of Rs 299, while the books will be priced between Rs 50 and Rs 100. The apparel will be priced 15 per cent higher than the usual non-character brands of clothing.
When asked if the price would be a deterrent for parents or even kids buying the stuff, Jain says, "We are targeting the SEC A and B and the popularity of the show is such that price should not be a problem." Moreover, he says, the books and toys are reasonably priced and there is something for everyone in them. The merchandise is primarily targeted at 10-14 year olds.
The clothes line has been manufactured internationally in the United States and will be available in the outlets mentioned earlier. Walt Disney hopes to cash in on the popularity of 'Power Rangers' and also on the growing opportunities in the franchising sector.
Disney will promote its franchise through television commercials, online advertisements, contests, mobile games, etc.
Besides television, Walt Disney owns businesses such as Disney Worldwide Publishing and the Walt Disney Internet Group.
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