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Woodstock Merchandising, Green Gold Animation to launch apparel for Chhota Bheem and Mighty Raju

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | February 26, 2015
From July 2015, a wide variety of apparels around the toon characters will be available in select hypermart and departmental store formats across India, priced in the range of Rs 299 to 899.

Woodstock Merchandising, a division of Dream Theatre, has joined hands with Green Gold Animation as the official licensee for the kids apparel range of its intellectual properties Chhota Bheem and Mighty Raju.

The company will roll out merchandise around the popular toon characters including t-shirts, shirts, skirts, pants, leggings, shorts, jamaicans, capris and pre-coordinated sets, July 2015 onwards.

Chhota Bheem

Mighty Raju

The kids apparel range of Chhota Bheem and Mighty Raju will available in the range of Rs 299 to 899 and will be distributed by Woodstock in select hypermart and departmental store formats across India.

The TV show has been on air since April 2008, and is one of India's favourite cartoons for kids, as per repeated surveys. Mighty Raju is a spin-off from the Chhota Bheem TV series.

Rajiv Subramanian, COO, Woodstock Merchandising, says, "The kids' wear segment is one of the fastest growing in India's apparel industry. In such a competitive landscape, this deal marks a key milestone in our growth story. We believe our experience with iconic international brands will enable us to replicate our success with hugely favoured properties like Chhota Bheem."

Jibi George, COO of Dream Theatre, who oversees the business strategy for Woodstock Merchandising, shares that with an expected annual growth rate of 25 per cent, it is lucrative for brands to expand their product offering, specially towards the growing trend of licensed clothing.

Madhav Pabhala, VP, L&M, Green Gold Animation, comments, "We're happy to associate with Woodstock. They have a wonderful team and have done pioneering work in licensing and retail in India. We look forward to a long and fruitful association with them."

Samir Jain, COO and ED, Green Gold Aniamtion, says, "We are expanding our apparel range, and, with this deal we hope to cater to larger sections of society and increase our reach in stores and satisy more consumers."

Woodstock Merchandising is an apparel merchandise company that leverages the power of its private brands as well as licensed iconic brands to create products in the young adults and kids space. Woodstock Merchandising also holds the license for brands such as Madagascar 2 and 3, Angry Birds, Kung Fu Panda 2, Krrish 3 and Kid Krrish.