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Toys “R” Us in association with Wicked Cool Toys providing relief to Puerto Rico

Rutika Malaviya
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Toys “R” Us in association with Wicked Cool Toys providing relief to Puerto Rico

We all know that Puerto Rico was affected by Hurricane Maria on September 20.

To provide relief to those affected, Toys “R” Us is working along with toy company Wicked Cool Toys \to bring toys to children in Puerto Rico. The hurricane left millions without homes or electricity when it made landfall on that fateful day.

Toys “R” Us has partnered with musical artist Lin-Manuel Miranda, Telemundo, Hispanic Federation and R.Evolución Latina to launch Toys 4 Puerto Rico.

The toy drive that was launched on December 12, aims to send 10,000 toys to children throughout Puerto Rico with donations accepted until January 2.

Hispanic Federation and R.Evolutión Latina will handle the distribution of toys, which will be gifted to communities throughout Puerto Rico on Three Kings Day (January 6).

On its part,Telemundo will give a donation of US$30,000 to the toy drive, and the network will air national and local promotions encouraging viewers to donate. Additionally, Telemundo talent will participate in local celebrations to help distribute the toys.

Meanwhile, Philadelphia-based Wicked Cool Toys  is partnering with former New York Yankee Jorge Posada and life coach Laura Posada–founders of the Puerto Rico Hurricane Relief Foundation–to donate more than 10,000 toys to children in Puerto Rico affected by Hurricane Maria.

The Puerto Rico Hurricane Relief Foundation’s partnership with Wicked Cool Toys will see toys arrive in time for the holiday season that includes Christmas and Three Kinds Day.

The toy company’s donation includes Little Sprouts collectible figures and Egg Babies plush. Additional donations can be made through youcaring.com as efforts shift to rebuilding housing and small businesses.

 

 

ChuChu TV partners with learning media company Skoolbo to launch ChuChuSchool

Rutika Malaviya
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ChuChu TV partners with learning media company Skoolbo to launch ChuChuSchool

India-based YouTube channel ChuChu TV has partnered with learning media company Skoolbo to launch ChuChuSchool.

ChuChuSchool joins the ChuChu TV family of channels including ChuChu TV Surprise, ChuChu TV Funzone and ChuChu TV Story Time.

Coming in early 2018, ChuChuSchool will expand the pre-school brand’s experience into reading, mathematics, languages, science, geography, music and art through a new dedicated YouTube channel app and web subscription service.

ChuChuSchool will initially be available in English before launching in Spanish, Portuguese, French, Arabic, Russian. Hindi, Tamil and Telugu. Other Indian regional languages will also be added later in 2018 and into 2019.

Established in 2013, ChuChu TV boasts of 14 billion views and more than 17 million global subscribers. The channel’s content includes nursery rhymes, original educational songs, bedtime stories and comedy shows, currently available in English, Spanish and Portuguese.

Besdes, ChuChu TV recently expanded to begin production on kids content in Indian regional languages.

The Skoolbo learning product owned by Singapore-based education and media company Skoolbo PTE is used in more than 54,000 schools worldwide including in the US, the UK, Australia, New Zealand, Canada, Hong Kong and Singapore.

Earlier this year, ChuChu TV partnered with Amazon Prime Video for an India-exclusive agreement that will see the brand’s content debut outside of the video-sharing platform for the first time. Through the two-year deal, ChuChu TV’s content will be available exclusively on YouTube and Amazon Prime Video in the country. ChuChu TV also recently secured a deal with UK-based digital distributor and content management agency MoMedia, which will provide social media marketing campaigns, promotional activity, real-time analytics and data on illegal torrents.

 

Cartoon Network by me teams up with design studo Watermelon

Rutika Malaviya
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Cartoon Network by me teams up with design studo Watermelon

Cartoon Network EMEA has shared details of its first ever dedicated online UK product store that offers fans the opportunity to create personalised products featuring the licensor’s diverse and colourful line-up of properties.

To develop the site entitled Cartoon Network By Me, the network has teamed up with design agency, Watermelon. Customers can now choose from a wide selection of branded cross-category products including apparel, gifts, stationery, homewares and tech accessories that can be customised with a name or slogan.

 

The site features product collections across Cartoon Network’s popular line of up of new and classic properties including Ben 10, The Powerpuff Girls, Adventure Time, The Amazing World of Gumball, Steven Universe and Dexter’s Laboratory.

Graham Saltmarsh, Director of Licensing UK and Nordics at Cartoon Network Enterprises EMEA said, “Since consumers are increasingly looking for personalised experiences, we’re thrilled to be offering our fans the chance to create unique Cartoon Network branded products and gifts, that are meant just for them. What’s more, the flexibility of the print-on-demand model means we can provide a diverse range of products and design options from across our portfolio, while also being able to quickly react to key market trends.”

Rebecca Philipson, CEO of Watermelon said, “Cartoon Network by Me is such an exciting project to have been involved with ‘I’m a huge Adventure Time’ fan and seeing all of these fantastic personalised products live and available is just great. The response we’ve had so far has been overwhelmingly positive and I’m sure that more people will soon discover and love the site.”

Cartoon Network By Me has now launched in the UK with worldwide shipping options availabile.

 

FoxyMoron bags digital mandate of menswear fashion brand Blackberrys

Rutika Malaviya
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FoxyMoron bags digital mandate of menswear fashion brand Blackberrys

 

FoxyMoron has bagged the digital mandate of menswear fashion brand Blackberrys. The account win was following a multi-agency pitch.

As per the mandate, FoxyMoron will manage the digital creative, media, search engine optimization as well as website maintenance and development duties.

This entails strengthening the brand’s digital presence by showcasing their apparel and building a distinct brand personality.

Speaking on the same, Ramesh Kaushik, vice president, brand experience, Blackberrys said in a press note, “As a brand we stand committed to our consumers and hence need partners who are common to us in this cause. With a strong belief in good, relevant and useful content, our digital strategy is to break away from one-way disruption and engage consumers in co-created platforms. FoxyMoron to us is a right fit since they have established credibility in the industry with their disruptive and differentiated approach, and have in depth knowledge of digital ecosystem. Given our clear focus on content and a two-way engagement, we are confident of FoxyMoron’s high-level understanding of Indian consumer, their tastes and preferences. They are aware of what our business needs with change in focus, scope and what is best in terms of engagement, measurements and sustainable approach.

This win is a significant addition to FoxyMoron Gurgaon’s client roster that already includes Motorola, Lenovo, Discovery Channel, Animal Planet, Wok To Walk, HOOQ and Pulse Candy, among others.

Gokul Pillai, creative director, north, FoxyMoron, says, “Knowing that they are in the business of making men look good, it’s going to be interesting working on this brand! We not only forward to building the brand, but have strong vision and values to back the motive. We are determined to align our expertise to steer the brand towards its goals and I’m sure it will be a memorable journey!

The account will be managed from the agency’s North office.

MoMedia teams up with Richard Jukes to bring hit series ti iTunes and Google Play

Rutika Malaviya
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0
MoMedia teams up with Richard Jukes to bring hit series ti iTunes and Google Play

Digital distributor and content management company MoMedia has teamed up with Richard Jukes, MD of content strategy consultancy Andromedia Ltd to bring smash hit series Insectibles and shorts of the One Animation’s Emmy nominated series Oddbods to iTunes and Google Play for the first time.

Maxim de Wit, Head of Digital Strategy for One Animation said, “We continuously aim to expand the availability of our content across all platforms to ensure that kids everywhere can enjoy our shows. We chose MoMedia to work with as it has an excellent track record in ensuring this within a dynamic marketplace moving at warp speed. Key partnerships with quality specialists are crucial for a creative company to reach these new and highly engaged audiences.”

Insectibles is a 3D animated comedy adventure show for kids between 6 and 9 years. Co-produced with partners KIKA, Discovery Kids and ZDFE, the series regularly tops the ratings list and is currently the number one kids’ show in Germany.

Meanwhile, Emmy nominated Oddbods is a sketch-based show that follows the adventures of seven very different, relatable and lovable characters. Together, despite their differences, they survive the perils of everyday life, unintentionally turning ordinary situations into unexpected, extraordinary and always humorous events.

The Oddbods YouTube channel is one of the fastest growing kids channels globally with over 2.4 billion views and 1.2 million subscribers. It continues to exceed expectations across its TV broadcast partners which span over 100 markets worldwide.

Launching at the end of December in the US, Canada, UK, Australia, France and Germany including two previously unreleased episodes, the first 44 minute Oddbods package is brim-full of adventure, unexpected twists and belly laugh humour. It is priced at just GBP4.99 and $5.99 in the UK and the US respectively.

Reliance Games ties up with WWE to launch WWE Mayhem

Rutika Malaviya
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0
Reliance Games ties up with WWE to launch WWE Mayhem

Mobile game company Reliance Games has partnered with WWE to launch WWE Mayhem, an arcade action game that features WWE Superstars and Legends.

This particular game will offer an enhanced gameplay experience that will allow players to unlock unique content when used in conjunction with Mattel’s WWE Retro Figures.

Players who have the Retro Figures will be able to scan their figure within the game to unlock WWE Superstars.

“With a spectacular roster of some of the best champions to enter the ring, WWE Mayhem lets fans decide which wwE Legends and Superstars are truly the greatest of all time,” said Amit Khanduja, CEO, Relaince Entertainment – Digital.

“WWE Mayhem captures all the energy, excitement an emotion of WWE’s live action in a mobile experience that any fan can enjoy,” added Casey Coillins, WWE Executive Vice President, consumer products.

WWE Mayhem delivers multiple ways to play- take on friends and rivals from around the world in one-on-one matches, join weekly events and challenges from the real world WWE shows and enter tag-team match-ups with other champions.

Marico in plans to create brands purely for online sales

Rutika Malaviya
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Marico in plans to create brands purely for online sales

 

To take on a number of opportunities in the digital space, homegrown consumer goods company Marico is in plans to create a number of brands purely for online sales over the next few years.

“For consumer packaged goods (CPG), digitisation is more of an opportunity rather than a disruption threat. While CPG has been lagging in digitisation, I think there is huge opportunities not just for productivity and efficiency but also for long-term growth,” Marico MD & CEO Saugata Gupta has been quoted to have  said.

Later, he said that Marico is viewing digitisation as an opportunity for accelerating growth rather than a disruption.

“We recently launched a brand internally to test this market. What we intend to do in future is actually have a series of digital brands which will be only in e-commerce and limited physical availability at modern trade. We advertised this brand 100 per cent non-mass,” he added.

The city-based compay recently launched a meal replacement beverage Saffola Nutri-Shake that is a digital- only product, he informed.

Marico, which sells hair oil brands like Parachute and Nihar, has created a new team internally called the Engine 2 that will enable it to create and incubate new categories.

“It is at the preliminary stage of digitisation. As far as revenue generation is concerned, we are setting up a new team that will work in a different way, by experimenting with some horizon projects of tomorrow. The risk appetite will be higher there,” he added.

He also informed that between now and the next two-three years, Marico may start a lot of initiatives, some of them of which will be digital brands, while the others will be disruptive.

 

Total co-marketing expenditure of Hindi films is about ₹100 crore a year: Report

Rutika Malaviya
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0
Total co-marketing expenditure of Hindi films is about ₹100 crore a year: Report

The total co-marketing expenditure for Hindi films has reached about ₹100 crore a year with more and more co-branding happening in-films.

However, there is a huge untapped potential when it comes to film marketing, content licensing and celebrity aspects.

A ESP Properties, the sports and entertainment programming arm of GroupM, released the first edition of the entertainment marketing report ‘Showbiz- The Indian Superpower’ recently. The report points that the film entertainment industry is growing at 10 per cent year-on- year in terms of the number of films released.

According to the report, in the last 10 years, film-brand associations have steadily increased with the only downward fall noticed in 2008. 2017 has seen a similar dip perhaps due to economic reforms in India and digital content increasing its share.

The report points that at least 20 per cent of films released include brand associations where the brands also share a part of the marketing budget. There is close to 56 hours of entertainment promotion films playing cumulatively across channels.

Today, producers are working closely with agency partners that help them achieve th

eir marketing objectives efficiently, and drive footfalls into theatres.

Coming to Marathi films, they too have seen a phenomenal growth in the last three years with almost 16 per cent films having brand associations in 2017.

Giving insights from the report, Vinit Karnik, Business Head, ESP Properties notes that as the film market grows, the audience too has moved from linear, one dimensional advertising to a multi-channel and interactive dialogue with the film and brand communities.

To create deeper engagement with the audience, brands and producers are exploring content licensing as an avenue to bring film characters and story lines into true life experiences.

In India, content licensing is growing at 7.4 per cent year-on-year, which a higher than developed markets such as the US, the UK and Canada.

 

 

Walt Disney Co. India signs 44 brand association deals for Star Wars

Rutika Malaviya
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Walt Disney Co. India signs 44 brand association deals for Star Wars

The Walt Disney Co. India has signed as many as 44 brand association deals for Star Wars: The Last Jedi, the eighth instalment of the 40-year-old franchise which opened to rave reviews across the world last week. The film is slated for release in India on 15 December.

Brand experts in the know of the deals believe that two of the brands viz Chinese smartphone maker OnePlus and automaker Tata Motors have together spent Rs36 crore in acquiring the rights from Disney and carrying out brand promotion activities.

The deal with OnePlus is being seen as the most dominant in the marketing campaign. The company is launching a special 5T limited edition series of smartphones, besides giving away 10,000 complimentary tickets to Star Wars fans.

Licensees like menswear firm Celio, toy brands Hasbro, Hamleys, Lego and Funskool, e-commerce company Amazon, online fashion retail firm Myntra and publishing company Scholastic are expected to totally generate nearly Rs. 200 crore in retail sales by selling licensed Star Wars merchandise.

“Star Wars has become a worldwide popular cultural phenomenon that is enjoyed beyond the big screens. As The Last Jedi releases on 15 December (in India), we felt it was the perfect opportunity for us to bring about a range of experiences for fans to relive the Star Wars saga and make it a part of their everyday lives,” informed Sanjeet Mehta, executive director, consumer products, Disney India.

Hasbro, which has brought out a collection of lightsabers (a weapon that is part of the narrative), action figurines and a Star Wars Force Link Starter Set (a wrist accessory that emits sounds and dialogues), is bullish about being associated with the movie brand. “At its core, Hasbro is an organization that prides itself on the stories it tells consumers. The same ethos is a part of the Star Wars world too,” said Bhavesh Somaya, country manager, Hasbro India.

The international marketing campaign of the Rian Johnson-directed film is more digital friendly. For instance, Google has launched a slew of special Star Wars augmented reality stickers that are included in the camera app as part of the latest Android 8.1 Oreo update.

“For countries like the US and the UK, Star Wars is as big as a Rajinikanth film is for India. They are blockbusters that make a serious amount of money for the producer and therefore a lot more marketing money is spent on them,” said Anand Chakravarthy, managing partner, Wavemaker India, a GroupM-owned media agency.

He however added that since this is the holiday season in Western markets, there will be at least three or four big films launching, competing for eyeballs and therefore, they will spend significant money.

.“For Disney in India, Star Wars is a good franchise but when you compare it to the world, India will add a drop in the ocean in terms of revenue. So their marketing budget in the country will also be limited,” Chakravarthy added.

The impact of Disney’s acquisition of Fox in India

Rutika Malaviya
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0
The impact of Disney’s acquisition of Fox in India

With the acquisition of Fox for a whooping $52.4 billion, Disney is set to become the largest entertainment company in India.

Once a marginal player in the country, Disney will now have absolute domination in properties like IPL,  regional language TV show with assets spanning across broadcasting, digital, film entertainment and sports.

The $52.4 billion all stock deal between Walt Disney Co and Rupert Murdoch’s 21st Century Fox gives the former unique edge in the world’s fastest growing media market, shaking up the industry sweepstakes in one click of the mouse.  As  a matter of fact, Star India alone has given a guidance of $500 million in EBIT by 2018 and $1 billion by 2020.

Apart from a very profitable TV broadcasting business under Star India, the deal also gives Disney access to Hotstar, India’s leading over-the-top on-demand service, Fox Star Studios, the motion pictures business and Star Sports.

Additionally, Disney would now own around 30% stake in Tata Sky and around 25% in leading production house Endemol Shine India. Considering that it owns no similar DTH platforms globally, people in the trade are of the belief that Disney will exit the venture soon.

The biggest bonanza though is in broadcasting. The merged company will have close to 77 channels with leading brands across Hindi, Bengali, and Malayalam in the general and mass entertainment space.

Disney India currently runs eight channels including kids (4), youth (2), and movie (2) channels, but it doesn’t have a presence in general entertainment categories.

With the recent development, it will add close to 69 channels including leading channels like Star Plus, Star Jalsha, Asianet and more giving Disney a major lead over its peers.

The deal will also add Star Sports network to Disney. Interestingly, Walt Disney is the largest shareholder in ESPN, but it is not run by Disney India.

 

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