Jaldi 5 with Sandeep Dahiya: Kids’ merchandise market still at start line

30 Nov,2012

It’s been a few weeks since kid brand Nickelodeon India, that has a diverse portfolio in the kid’s consumer market with its popular toons, introduced its own sub-brands in the Indian market under Nick Explore, Nick Sports and Nick Action. The first edition from this kitty was ‘Nick Explore’ that has been initiated in an association with Mexus Education.


MxM India quizzed Sandeep Dahiya, Sr. Vice President – Consumer Products & Communications, Viacom18 Media Pvt Ltd on this ambitious new licensing venture and what consumers can look forward to in the future.


01. What does the current kids toys and merchandising market look like in India? Is there scope for broadcast players to make it big in this space?

The landscape is large and the opportunity to expand is immense. However, we’re all still at the ‘start’ line. Compared to the developed markets where over 90% of the retail is organized, in India, it’s the other way round – with just about 7-8% being organized. However, the good news is that the rate of growth of the organized part is outgrowing the unorganized part…and that is a great indicator for everyone.


Broadcast players have been able to build platforms that bring alive these characters and create a fantasyland around them. Kids love fantasies and the licensed products, help them live their fantasies – be it school bags, shoes, books, bicycles, playsets, dolls and accessories, amongst other things.


02. How is the ‘Nick Explore’ venture doing for Nickelodeon?

Nickelodeon has always tried to engage kids of all age groups with merchandise that is unique, interactive and entertaining. This collaboration also marks our entry into a new domain – both from a brand as well as a category perspective. The ‘Nick Explore’ range of kits, developed by Mexus Education, will help unlock the creative potential in older kids, while exposing them to basics of science in a manner that’s fun and interactive.


03. Mexus Education is the partner that you have tied up with for Explore. Who are the other players that you have approached with your concepts?

Let me put it like this: Mexus Education was the perfect partner, given their expertise at product development and distribution strength. We are in talks with other players for similar concepts, but it’s too early to talk about it.


04. Apart from edutainment, which are the other categories that kids have a liking towards and something which you are contemplating venturing into?

Expansion into newer categories and concepts is an on-going process and there are quite a few of them that we’re pursuing.


So what can one expect from Nick Sports and Action next?

An exciting range of toys and play-sets that would keep the kids engaged, active and outdoors.


05. What are your promotional plans so as to enable this venture gain a pan-India appeal?

It is being supported by both above- as well as below-the-line initiatives. We have been supported by all large formats in giving us significant retail presence. The new product range will be promoted through online initiatives.


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