Global brands Temple Run, Penthouse line up licensed products to gain from the frenzy.
The merchandise blitzkrieg is on.
Or, so it seems. Thanks to the flying success of Angry Birds and Chhota Bheem in the merchandise space, other global brands and retailers are jostling to catch the fever here.
Temple Run, the new rage in mobile gaming, is the latest to join the frenzy.
If all goes well, Temple Run products will be available in 6-9 months down the line and initially be present in stationery, apparel and bags categories.
Chitra Johri, vice-president of BradFord Licensing India, in-charge of getting Temple Run products to India, said, “The game signifies action and speed, and the aim is going to ensure the retail translation of brands is well done.”
Adult entertainment magazine Penthouse is also game for action and wants to recreate Playboy magic, whose items with the iconic bunny rabbit have been a big draw in India. Penthouse will soon be launching its merchandise in India through the brand licensing route.
The brand extension will be done in fragrances, apparel, footwear and bags, to begin with.
Even the sports arena is abuzz with activity. After Manchester United, now Liverpool fans will be able to sport watches and sunglasses of their favourite football club. The music enthusiast too can have a ball as the official Elvis Presley products are slated to go on sale in India.
Johri hopes the high awareness level linked to these brands will ensure the products will be lapped up in India.
A survey, in fact, shows the kind of potential that lies ahead, which says the global market for licensed products stood at $186 billion in 2012, of which India accounts for only $125 million. Now that the brands and even movies are seeing it as another source of revenue, experts think the growth clip is only going to pick up.
For Samir Jain, executive director of Green Gold, the creators of Chhota Bheem, the growth in the last couple of years has been nothing short of phenomenal.
“When we opened the first store in Hyderabad two years back, the total number of products that were available for sale was not more than 20. Today, our product spread is more than 200 and includes everything from apparel to accessories, toys, puzzles, board games, bed and bath furnishings and even room décor,” he added.
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