Spring/summer 2011 will see Indian children and young teenagers showing their affection
for their favorite Nick toons by wearing them or using them as their accessories. The cartoon channel Nick has tied up with the number one Indian kids’ brand Lilliput to launch apparel and accessories based on popular Nicktoon characters such as Dora the Explorer and Ninja Hattori, as well as Oggy and the Cockroaches. These characters are being featured for the first time, having been chosen from the Nick channel as they are in the list of the top five most popular toons. Sandeep Dahiya, Senior VP, Consumer Products and Communications, Viacom18 Media, says, "Lilliput Kidswear has a very good penetration in this sector and would be enable us to reach out to kids better."
The collection will hit the stores in February, and will be available in a wide range of apparels like T-shirts, shirts, skirts, capris, shorts, dresses, night-suits and various other related accessories. The next phase will have a wide range of toys such as games, pre-school toys, plush and novelty. Sanjeev Narula, Chairman and MD, Lilliput India, says, "Oggy, Hattori and Dora are sure to draw the attention of kids, it gives Nick a strong platform to launch its merchandise at both the national and regional levels, owing to Lilliput’s vast and penetrative footprint."
The characters will visit the stores and interact with the kids as well. Nick is planning to become aggressive on the group promotions. These activities will be spread across 40 cities in India, and the range will be available in all 275 Lilliput stores, 50 Lilliput World stores and 400 shop-in-shops in large MBOs.