Viacom18’s kids broadcast brand Nickelodeon India has forayed into the action toys category with the launch of Teenage Mutant Ninja Turtles (TMNT) toy products.
The new toy-line is created by Playmates and is targeted at young adventure loving young boys. The product will hit the market in May 2013. The company has appointed Toy Triangle as its distribution partner.
Sandeep Dahiya, senior vice president and business head– consumer products, Viacom18, said, “Teenage Mutant Ninja Turtles franchise is a huge success for Nickelodeon globally. With the launch of TMNT toys, we’re looking to create inroads for the franchise in India.”
The launch will be supported by a 360-degree marketing campaign that will also include on ground events in four cities – Mumbai, Delhi, Bengaluru and Chennai.
Priced between Rs 699 and Rs 8,999, TMNT toys will be distributed across retail formats such as Hamleys, Shoppers Stop, Hypercity and Reliance Timeout. “We will initially look to tap the metro markets before expanding out offering in another 25 cities and towns in India,” noted Dahiya.
Syed Adil Qamar, country head, India, Toy Triangle, added, “We are delighted to partner with Nickelodeon India, on such a huge property, which is already creating waves internationally. We have already received an overwhelming response from retail buyers who believe that TMNT will re-invigorate the toy aisle in the action genre.”
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