Star gets aggressive on film merchandise

MUMBAI: While movie merchandising is a huge business in countries like the US and UK, India has only just woken up to its potential. With precendents such as Hanuman and Krrish that set the ball rolling, Star India has realised its potential and has for the first time, acquired the merchandising and licensing rights of a Hindi animation movie – My Friend Ganesha – from Baba Arts. Additionally, the company has also acquired the satellite rights.


Live character animation flick My Friend Ganesha’s merchandising will be made available at retail stores within the next four weeks. These will be marketed across all major states in India by Star India Licensing and Merchandising (L&M).


Speaking to Businessofcinema.com on this association, Star India senior vice president (L&M) Nanette D’Sa says, “My Friend Ganesha is a property that has been created with great talent by the production team at Koffee Break and we believe that licensing and merchandising would be a great platform to support this initiative that will bring alive the film for kids with a range of products. We believe that this could be a very strong property for India.”


This merchandising of this animation flick, which released theatrically across India today (6 July), will be targeted at kids and Star will also evaluate the possibility of doing a range for adults. “A range of figurine based products, soft toys, T-Shirts, publishing – line of educational product under Ganesha Gurukul and stationery are being developed upon with several partners. We will have a range of around 70 products across categories,” says D’Sa.


The products will be made available in both smaller stores and large format stores. “Talks are on with retail outlet Big Bazaar, however the deal is yet to come through,” informs Koffee Break Pictures managing director Apoorva Shah.


“Given the special nature of the property, the focus of our partners is on making sure that the character is used in not just an appropriate manner but in a way that brings alive the special ness of the property,” D’sa concludes.


Additionally, Star India also has a deal with Twentieth Century Fox Licensing & Merchandising (Fox L&M) for a licensing division called StarFox India. The outfit will explore licensing opportunities for Twentieth Century Fox movie content in India for titles such as Napolean Dynamite, The Simpsons and Ice Age. This division will also roll out merchandising for Star India’s television soaps such as Kyunki Saas Bhi Kabhi Bahu Thi.

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