MUMBAI: Ultra Group’s company Ultra Merchandise & Retails Ltd has forayed into manufacturing of soft toys. The company has put up a manufacturing facility in Mumbai. Earlier, the company was into distribution of soft toys.

"The company has recently produced soft toys of character ‘Boo’ of the film Love Story 2050 and holds license for merchandise for the famous toon character Richie Rich. In addition, the company is in advanced stage of negotiation with some leading international brands to produce soft toys in India," said Ultra Merchandise & Retails Ltd managing director Sushilkumar Agrawal.

"The market for soft toys has been growing significantly in India over the last few years due to growing awareness. Our entry into manufacturing is an attempt by us to provide the best of products manufactured right here in India," he added.

Ultra has marketed soft toys based on characters such as ‘Jaadu’ of Koi Mil Gaya, ‘Benjamin’ – the elephant, ‘Casper’ and ‘Hot Stuff’ to name a few.