Star India and Bulldog Entertainment unveils the ‘Kya Aap Paanchvi Pass Se Tez Hain’ licensed merchandise program

Media News

Mumbai, May 27, 2008

Star India and Bulldog Entertainment announces the launch of a full-fledged merchandise program that brings alive the experience of – Kya Aap Paanchvi Pass Se Tez Hain – the Indian version of the Mark Burrnett international show “Are you Smarter than a 5th Grader.”

The unique portfolio of products comprises of a variety and formats to allow a cross section of viewers to enjoy the experience beyond television.

The products available include:

A range of quiz books - The overall publishing program comprises of 21 titles and are being launched with four leading Publishers covering Maths, Science, History, Geography and General Studies providing questions and answers around the show, targeting consumers of all ages, in two languages – English and Hindi.

Our partners are – Popular Prakashan, Prakash Books, Sterling Publishers and Depot (the book chain of Pantaloon retail). These will be available across all organized retail outlets like Crossword, Landmark, Oxford, Depot and leading bookstores across the country.

Two formats of the game have been developed and have been launched

1. A unique card game with Parksons retailing at Rs. 149

2. The international format of the game 5th Grader, adapted by Funskool India, the Hasbro joint venture in India.

Gifts and novelties around the show with a themed Question mark range of product –key chains, pencil boxes, pencil toppers and other show mementos, specially and created by Buddyz.

Gaming and Non gaming on Mobile with India Games

Says Ramit Bharti Mittal, Director, Bulldog Entertainment, “We are excited that the merchandise program reflects the values of the show and provides a fun filled, informative and educative family experience. Through the product, the format now converses with audiences on multiple platforms. There’s something for everyone irrespective of his or her age group. Bulldog Entertainment will also be involved in the licensing and merchandising of products on other television formats which we are bringing to India too.”

Says Nanette D’Sa, sr. vice-president, Licensing & Merchandise, Star India Pvt Ltd; “The response to the licensing program from retailers has been good. The feedback on the product concepts, the quality, and price points has been especially positive – and initial consumer feedback indicates that they see this as an impulse buy for themselves and for gifting. We believe that this will be an innovative exploration of a show, much like the other programs that are part of the Star Licensing and Merchandising Division”.

For further information, please contact:

Rediffusion|DYR

Payal Tiwari

Mob: 9819932882

e-mail: payal_tiwari@ind.dyr.com