Nickelodeon, Lilliput Kidswear join hands to entertain kids

By Nandana Das , afaqs!, New Delhi | In Media Publishing | January 27, 2011
The television channel and the kidswear brand will together launch a spring-summer collection of apparel and accessory options, focussing on popular Nicktoons.

Nickelodeon India (Nick) and Lilliput Kidswear have entered into a partnership to launch a brand new range of apparel and accessories for kids.

Lilliput's launching a spring-summer collection of apparel and accessory options, based on popular Nicktoon characters such as Dora the Explorer and Ninja Hattori, as well as Oggy And the Cockroaches, which is being featured for the first time. The reason for choosing these characters from the Nick channel is because they are in the list of the top five most popular toon characters, which appear on the channel.

The Spring-Summer Collection 2010 will hit the stores in February, and will be available in a wide range of apparels like T-shirts, shirts, skirts, capris, shorts, dresses, night-suits and various other related accessories.

The next phase will have a wide range of toys such as games, pre-school toys, plush and novelty.

Sandeep Dahiya, senior vice-president, Consumer Products and Communications, Viacom18 Media, says, "Lilliput Kidswear has a very good penetration in this sector and would enable us to reach out to kids better."

Speaking about the partnership with Nick, Sanjeev Narula, chairman and managing director, Lilliput India, says, "The Spring-Summer Collection is a perfect combination of quality and fun and will surely excite our little shoppers. As Oggy, Hattori and Dora are sure to draw the attention of kids, it gives Nick a strong platform to launch its merchandise at both the national and regional levels, owing to Lilliput's vast and penetrative footprint."

Nickelodeon is targeting kids aged between 2 and 14 through the partnership. The Dora collection will target the girls, while the Ninja Hattori collection will be aimed at the boys. Oggy And the Cockroaches range will be both for little boys and girls.

"We feel the kids will be super excited to wear clothes sporting the characters," says Dahiya.

The characters will visit the stores and interact with the kids as well. Nick is planning to go pretty aggressive on the group promotions. These activities will be spread across 40 cities in India, and the range will be available in all 275 Lilliput stores, 50 Lilliput World stores and 400 Shop-in-Shops in large MBOs.

Says Narula on exploiting the partnership with Nick, "Popular Nick characters like Oggy and Hattori would only add to the mounting pester power."

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