Disney Consumer Products (DCP), the merchandising arm of Walt Disney, is bringing its soft toys range to India through a tie-up with My Baby Excel.
KOLKATA: Disney Consumer Products (DCP), the merchandising arm of Walt Disney, is bringing its soft toys range to India through a tie-up with My Baby Excel.
My Baby Excel is a subsidiary of Excel Home Videos, the licensee for Walt Disney Studios Home Entertainment in India.
DCP India expects a 30% growth in its toys business with the introduction of its new range (internationally, soft toys are known as plush) in the country.
“In some countries, soft toys form 30% of the total toys business for Disney and we expect a similar figure in India, within the shortest time frame possible,” Roshni Bakshi, director, told DNA Money.
Earlier, Disney had a tie-up with Hanung Toys which was terminated last year. Previously, all its soft toy products were manufactured indigenously, “so there was a huge quality difference”, said Bakshi.
Now, My Baby Excel will import the products from Disney’s vendors in Hong Kong and distribute and market them in India as a third party player.
Disney, as a global policy, is not involved in the direct distribution of its products because of its varied portfolio.
The product range will be built around three categories. One segment will be a take-off on the characters from Disney’s DVD and VCD launches, an example being “Jungle Book”.
In another group, best-selling core characters from Disney’s portfolio will be recreated — with Winnie the Pooh and his friends leading the charge. The third category will be woven around Disney’s movie launches.
Analysts thus see tremendous synergy between Excel’s soft toys and home video businesses because of the overlapping interests between home videos and the scope for related merchandise in the soft toys space.
Disney will target both kids and adults (soft toys can help to de-stress) with a positioning pegged on the emotional connect platform.
Bakshi said: “We are aiming to provide Disney fun at affordable prices.”
m_madhumita@dnaindia.net
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