MUMBAI: The Indian toy industry is heralding the inclusion of a new label. Excel Home Videos has launched My Baby Excels.

My Baby Excels plans to launch over 1000 SKUs (stock-keeping units) in the first year.

My Baby Excels managing director M N Kapasi says, “The brand will cater to children between the age group of 0 to 14 years with a varied range of products. The range will introduce new products to the Indian market that will include the latest toy innovations from across the world.”

Landmark Limited COO Himanshu Chakrawati adds, "The brand has a huge lineup with products that are new to the country, with some being international best sellers. In our country where toys are viewed as expenditure, a range of never seen before educational and developmental toys augurs well for the overall market. Moreover, with international quality at display and competitive pricing, the brand seems to be taking up the challenge from the unorganized sector head on.”

The brand will bring to the country, a series of international bestsellers including Disney Plush, Disney Vehicles, Baby Einstein, Tamagotchi, Wow Wee, Gamze, Dickie Toys among others. The format will also have a special focus on the nascent movie merchandise segment to exploit synergies with the brands’ sister concern Excel Home Video.

Adds Kapasi, “Since we have one of the largest movie catalogue in the country, there is a huge scope for movie merchandises too. Moreover, we have over 500 titles catering to the children’s category especially due to our association with Disney, FOX, HIT Entertainment, etc. My Baby Excels will cater to corresponding movie merchandise.”

My Baby Excels is looking to bring sweeping changes and exploit synergies in the retail format, which include bundling of products, cross promotions and newer innovations. Since Excel also distributes movies and PC games, the addition of toys will strengthen its retail approach.

Kapasi has roped in a team to handle this venture. Archana Keskar, who previously was heading toys and consumer electronics at Disney Consumer Products, heads My Baby Excels. David Selvaraj, who has over 15 years with brands like Funskool has been appointed as the general manager sales and marketing.

The brand is also looking at Bollywood celebrities to endorse certain range of products.