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Cartoon
Network to enter merchandising with Powerpuff Girls
The
Powerpuff Girls centre around the adventures of three
super-powered sisters - Blossom, Bubbles and Buttercup - who
frequently ask to be excused from school so that they can
save the world
It
is a popular way of getting into the 20-something age group.
We are building a pyramid brand structure. Through music,
we will be able to get the adult young groups.
The next ladder is to woo the aspirational group in their
teens. At the base, we have our core audience in the 4-16
age group
- Levina Li, Vice-President,
Asia Pacific, Cartoon Network
Cartoon
Network is finally making a foray into the lucrative business
of merchandising of its animation characters in the country
with the launch of the first products in June.
The company is in talks with local music labels and toy manufacturers
to introduce products based on the popular Powerpuff Girls
characters. Cartoon Network will get 10 per cent of the proceeds
as license fees. Music CDs and hi-tech toys will be the first
products to be launched. "We are starting our merchandising
operations with the Powerpuff Girls. There are very few girl
skewed properties in the world. It is one of our top-rated
shows. Besides, it provides us an opportunity to do targeted
marketing," said Ms Levina Li, vice president, off-channel
commerce, Asia Pacific, Cartoon Network.
The Powerpuff Girls centre around the adventures of three
super-powered sisters - Blossom, Bubbles and Buttercup - who
frequently ask to be excused from school so that they can
save the world. While Powerpuff Girls will be the major focus
of the company for the next two years, Cartoon Network is
also grooming its second property, Dexter’s Lab. "We
are at the planning stage. We will be exploiting our Dexter
property later,"said Ms Li.
Time Warner is producing a 90-minute animated movie on Powerpuff
Girls, which will be released in June, 2002. This will be
the first movie produced by the company from the Cartoon Network
originals (animated characters developed in-house). "It
is a strategic decision to enter into movies. This will add
to the longevity of the brand, continuously add exposure to
the characters and provide mass appeal. We are present in
home video, music, fashion and other accessories. We will
be getting into theatres as well," said Ms Li.
Time Warner’s animated properties will get to exploit
a multiple platform to grow the brand and build the Cartoon
Network world. "It will provide a 360 degree brand experience.
We will be building our TV into movie properties. We will
be able to use theatre, cable TV, online and the wireless
platforms," said Li.
The entry point for the merchandising products will be with
the launch of music CDs and toys in June. "We are looking
at having seven Hindi music songs and three songs from the
US as India has a very strong music industry. In Philippines,
we introduced CDs with three locally produced songs and seven
titles from the US," said Li.
The company will introduce apparels and fashion accessories
in the third quarter of the year. The products will be in
the mid-price segment, though the sea toys will be expensive.
"By the fourth quarter, we will have our full range of
products. We are looking at local distributors. We will be
importing the hi-tech toys directly from our global licensee
partner called Trendmaster.
Why is Cartoon Network starting with music CDs? "It is
a popular way of getting into the 20-something age group.
We are building a pyramid brand structure. Through music,
we will be able to get the adult young groups. The next ladder
is to woo the a spirational group in their teens. At the base,
we have our core audience in the 4-16 age group," said
Li.
Cartoon Network’s strategy is to push up the demographics
of its brand appeal. Powerpuff Girls’ consumer products
are already launched in Australia, Philippines and Taiwan.
The company will be introducing the products in six countries
this year - India, Singapore, Thailand, Malaysia, Japan and
Hong Kong. "We earn a revenue of $3 million in consumer
products in the US. We enter into the Asian region through
Australia as it has a huge consumer market. We also have a
strong cable presence there and, hence, a wide following of
the brand," said Li.
Sibabrata
Das
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