Mumbai: Ultra Merchandising & Retails, a part of Ultra Group, has acquired license and merchandising rights for toon character Richie Rich by Harvey Entertainment.

The merchandise products of Richie Rich such as comic books, apparel, shoes, bags, umbrella, and linen will soon be available in India, directly and through sub-licensing arrangement.

"An initiative to be a leader in the emerging merchandising industry, the tie-up for Richie Rich will help us build a strong portfolio of merchandise of this famous character in India," said Ultra Managing Director Sushil Kumar Agarwal.