Nickelodeon targets Rs 250cr fm merchandising this yr

16 Apr,2013

By Ananya Saha


Sandeep Dahiya

Nickelodeon, the children’s channel from Viacom 18, began its merchandising journey five years ago. Merchandising became a critical part for Nick India to engage and interact with its young audience. While in the recent financial year-end, merchandising only contributed to high single-digit percentage towards the revenue, Nick India managed collective net retail sales of Rs 120-130 crore (of which 8-20% go towards paying royalties), according to Sandeep Dahiya, SVP & Business Head – Consumer Products, Viacom18.


This financial year, Mr Dahiya hopes to garner revenues of Rs 250 crore through merchandising. And he is hopeful to achieve the target, given that Nick has partnered with Toy Triangle to bring an exclusive toy range of Teenage Mutant Ninja Turtles targeted towards young boys in India. The range will debut on May 1 at Hamleys. Post two weeks, it will be available at various big-box retailers and large format stores such as Shopper’s Stop, Hypercity and Reliance Timeout.


The launch will be supported by a 360-degree marketing campaign across the nation. Mr Dahiya reasoned, “We could not have timed the launch better. The series has registered some great ratings across US, UK, Canada and Australia, and is now set to launch in India in early May, coinciding with the launch of the toy range.” He added that beginning with toys, Teenage Mutant Ninja Turtles will soon expand into other key categories – stationery, back-to-school, publishing and apparel.


Syed Adil Qamar, Country Head, India, Toy Triangle says, “We are delighted to partner with Nickelodeon India on such a huge property, which is already creating waves internationally. We have already received an overwhelming response from retail buyers who believe that TMNT will re-invigorate the toy aisle in the action.”


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