TOTAL LICENSING
pany (India) Pvt director of consumer ksz, “From the way the India story panies and large Western animation
products says: “The market in India for is unfolding � the higher disposable companies. Many people are predict�
character and non�character based incomes among the growing middle ing that Indian animation will find its
merchandise is not as large as Japan class in India and the increasing influ� place in the international marketplace,
The largest
and the US, the reason for this is that ence of kid’s ‘pester power’, it seems maybe not today, but hopes are high
employer in the
generations of kids in India have not like the kid’s merchandising in� for tomorrow.
world is the Indian
grown up with most of these charac� dustry via the Walt Disney,
railway system,
ters and therefore have a strong affin� organised retail NBC Universal,
employing over
ity and emotional connection has not route is poised Mattel, Lionsgate
one million people.
yet been established.” to see an expo� and Mike Young
Cartoon Network Enterprises In� nential growth. For those players that Productions are examples of some of
dia and South �sia licensing director have only recently realised the mam� the big players in the market pulling
Jiggy George estimates that the size moth opportunity and revenue stream on this Indian talent, not just for use
for both character and non�character that this business provides, along with with animation software but also to
licensed products at organised retail other seasoned players, the whole in� share copyrights and profits. The deals
would be in the region of Rs 3.5 bil� dustry is bound to explode. So brace being struck are less and less repre�
lion. It is a general consensus among yourself for a mass attack!” senting a relationship of the Western
experts that this industry is likely to Sesame Workshop India, a subsidiary of giants assigning the brief and the In�
see a 15�20% year�on�year growth. Sesame Workshop, the nonprofit edu� dian animation firms filling it, as has
In 2005, Cartoon Network Enterpris� cational organization, has developed been the impression in the past. Now,
India has
es (CNE) partnered with Funskool an Indian version of Sesame Street. many more co�production and joint
the most
India to unleash a craze that swept Galli Galli Sim Sim stars Boombah, ownership and profit deals are being
across the toy market with Beyblade. Chamki, �anchoo, Googly and Biskut brokered. DQ Entertainment, among
post
The merchandising arm of Cartoon Badsha (aka Cookie Monster). The the largest animation firms in India,
Network CNE, boasts of having sold series launched in �ugust 2006 and with clients Universal, Walt Disney
offices
over 100,000 units across the country airs on Cartoon Network, Pogo and and Mattel, executed 27 co�produc�
within a month of launch in �ugust. Doordarshan. Products first debuted tion assignments out of a total of 60
in the In the boys segment, Disney followed in October when Mattel introduced outsourcing contracts since their first
with the launch of Power Rangers the industry’s first ever Hindi speaking one in 2002. The company now boasts
world.
in 2006 across toys, apparel, back to toy (Hokey Pokey Elmo) in the market 38 co�production projects out of 52
school products, home products like place. This �pril will see the launch in projects lined up for 2006/7. DQ has
linen and footwear, for which it part� India of a back�to�school product line now also set up a production firm in
nered with a Dubai based firm New featuring the Muppet characters. �lso Mumbai to look after the distribution
Boy. Both Pogo and Disney launched being launched are plush and toys rights of its titles in South �sia.
branded apparel and accessories last from Mattel, apparel from Lilliput and Jakers, produced exclusively at Crest
year. Prior to that, Pogo also launched publishing from Scholastic. � home Communications Mumbai facility (em�
a boy centric toy range Pogo Wheels furnishing line is to follow. ploying 450 people), has been nomi�
and is targeting to expand its foot� In an effort to reach the thousands of nated for the Daytime Emmy awards
print in other categories in the sum� young children without regular access while the company has signed a deal
mer months of 2007. to television, Sesame Workshop India with Lionsgate to produce three fea�
But is this phenomena only metro kicked off a mobile viewings program� ture films in India.
specific or is this ‘make believe bringing Galli Galli Sim Sim to local There are concerns that there is still
universe’ making inroads communities via a portable screen. By a significant distance to cover before
into smaller Indian towns? the end of 2006, the viewings, address� the Indian firms mature but hopes are
George says that the Turn� ing the need for high quality early edu� high. Rhythm and Hues’ managing di�
er pair does have a cation, reached over 20,000 children rector Prashant Buyyala said: “While
mass strategy in place aged 2�6 and their caregivers. the general trend of the Indian indus�
and is looking to build try is headed in the co�production
up its distribution in
INDIA’S GROWING
direction, a major bulk of the work is
the Southern states during
ANIMATION
still outsourcing. These are early days
the course of this year, “We
INDUSTRY
and once the market reaches a certain
do not want to be elitist in level of maturity, many more firms will
Outsourcing of animation, providing
pricing and distribution.” be signing co�production deals.”
low�cost content to Hollywood stu�
However, the biggest limitation
dios and global film producers, is said
that marketers and distribu�
RETAIL IN INDIA
to be a booming industry for India, an
tors face in smaller towns is
Retail is India’s largest industry esti�
industry currently worth $285 million.
the lack of a spacious outlet.
mated at US$300 billion. The majority
There is much interest in the latest
�ccording to Renelle Snelle�
of retailers are family�owned shops
deals struck between Indian com�
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