Zapak Games inks distribution deal with Crayola

By Nandana Das , afaqs!, New Delhi | In Digital | August 25, 2011
Zapak Games has signed a marketing and distribution agreement for the exclusive distribution rights of Crayola's products in India.

Zapak Games, the licensing and merchandising arm of Zapak Digital Entertainment, has joined hands with the global stationery brand Crayola. The marketing and distribution agreement gives Zapak Games exclusive distribution rights of Crayola's products in India. In turn, Crayola will make use of Zapak's distribution network to sell its products.

Crayola is a 108-year-old company, based in the US. It is foraying into the Indian market for the first time with its extensive range of premium creative products including crayons, markers, paints and many more. Its product line includes washable markers and crayons, Silly Putty, and an entire range of Color Wonder and Color Explosion products.

Speaking to afaqs!, Vaibhav Odhekar, business head, Zapak Games, says, "We will represent Crayola in the Indian market. Zapak Games is present in both big and small cities. We feel that with Zapak Games' robust distribution network and Crayola's quality products, the association will captivate and penetrate into the stationary space in the country pretty soon."

Zapak Games will directly purchase the products from Crayola and sell them to consumers in India. He adds, "For this, Crayola is not taking any additional royalty."

However, Odhekar refused to divulge details about the profit sharing agreement between the two companies.

Through the deal, Zapak Games will target the mothers of kids in the age group of 4-10 years.

In an official communiqué, Andrew van Oosterwijck, leader, business development, Asia, Crayola, says, "We understand the important role creativity plays in the Indian culture and we are confident that children and parents will have fun and enjoy playing with Crayola products. Through Zapak's comprehensive distribution network and supporting infrastructure, Crayola products will be distributed to toy, stationery and book stores across the modern trade chains and traditional trade outlets. We look forward to sharing a long partnership with Zapak and will provide the necessary support to ensure success."

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