Brands are cashing in on Mickey Mouse, Angry Birds, Chhota Bheem merchandise. The solution came from the iconic characters Tom & Jerry who were licensed and imprinted on the biscuits before they were baked. The characters helped the kids relate to it. The characters work very well for the kids by increasing their preference since it is akin to owning the character.
The iconic characters of Mickey-Mini Mouse, Toy Story, Cars, Superheroes, Star Wars and the rest are becoming ubiquitous. Closer home, Chhota Bheem created by Hyderabad-based Green Gold Animation has emerged as pure-play Indian success story.
Nearly 40 per cent of the revenues are coming from the licensing and merchandising opportunities that range from juice packs to soon to be launched mosquito repellent brand.
Earlier there were fears of cannibalisation and about the character becoming more prominent than the product. "A slew of successful campaigns with brands like Cadbury Gems & Dairy Milk, McVities, real Juice have helped them realize that character licensing actually complements the marketing activities.
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