MUMBAI: HotMuggs, a stylised drinkware concept, has entered into an alliance with P9 Integrated, the merchandising partner for Cheeni Kum, to launch a range of innovative licensed merchandise.

The merchandise that has many firsts to its credit, is designed, manufactured and marketed by HotMuggs, and will be available at malls, bookstores, and concept shops in over 25 cities across the country.

Inspired by the sarcasm underlining the film’s story, the merchandise developed are Cheeni Kum Toss Coins (set of fives and singles); theme based message mugs; craft your own Cheeni Kum love story on Muggs (akin to a greeting card); and limited editon of specially autographed mugs by the lead pair, Amitabh Bachchan and Tabu.

HotMuggs managing director Rishi Jain said, “The product class of HotMuggs, the concept of zestfuly, energetic, funkiness has an ideal connect with Cheeni Kum and hence we are upbeat about the fact that we not just offering a product or merchandise, but a concept that is as youthful, energetic and funky and targeted this at the discerning class.”

HotMuggs is present in nearly 25 cities through leading malls, multiplexes and bookstores where the merchandise shall also be available.