CNE plans to launch series of toys

New Delhi: In a bid to become a significant player in the organised toy market, Cartoon Network Enterprises, (CNE) the merchandising arm of Turner International, has plans to launch a series of toys this year. The company also plans to enter the movie merchandising space in the country.

However, this time it seems to have strategically priced its toys and expanded its retail presence to gain bigger volumes. In the past, CNE’s Beyblade had been a big hit but its revenue share was adversely impacted due to the onslaught of Chinese Beyblades.

Says Jiggy George, executive director, Cartoon Network Enterprises (India & South Asia), “We plan to launch about six toys. This time we have kept a lower entry point to make it more accessible to kids.” Initially, the company will launch a jazzed-up version of a traditional toy — Blazing Yo-Yos. Priced in the Rs 140-699 band, the Yo-Yos would be available in 3,500 outlets across 31 cities. Unlike Beyblade, the toy is cheaper and available in more retail counters.

CNE is also firming up plans to foray into movie merchandising in the country. It’s in the process of signing a merchandising deal with the makers of Superman-3. The merchandising will include a series of products in the home furnishing and school products category based on the movie.

Last year, CNE entered the toy merchandise market with POGO Wheels designed around the feel and look of its POGO channel. The coming year will see CNE launch 5 more toys at a cheaper price-range starting at Rs 150. The merchandise division currently sells its toy merchandise through retail tie-ups but studying the possibility to do the distribution themselves.“ We have entered the amusement parks already. Next, we are studying the possibility to enter the retail segment,” he says.

Currently, toy merchandise is contributing 10% to Turner’s total Indian revenues and the company expects the share to grow. “ Our study show that kids have a competitive spirit and interested in innovative games. Hence we believe this segment has huge potential and we are bullish about this space,” added Mr George. The country’s toy retail market is about Rs 600 crore, of which only 40% is organised.