Turner International India, which runs kids’ channels Cartoon Network and Pogo, is looking at increasing its revenues by licensing and merchandising products built around characters and themes associated with its popular characters. It plans to soon launch merchandise and properties around new characters.
Dulce Lim-Chen, vice president-Asia Pacific, Cartoon Network Enterprises said, “In 2008, we expanded our retail reach by 27 per cent. We also sold 120,000 units of Ben 10, 400,000 units of Bakugan Battle Brawlers and over 855,000 toys across all our properties.”
Popular characters of the network have been introduced across as many as 19 categories. These categories include merchandise, toys, publishing, gaming, home entertainment, themed entertainment and retail.
Lim-Chen said, “We expect the division to grow by 25 to 30 per cent in 2009, clocking revenues of 15 to 20 million (US) dollars by end of 2009.”
As of now, Cartoon Network Enterprises contributes to less than 10 per cent of the total revenues of Cartoon Network in India.
Cartoon Network is also set to woo kids with a 90-minute animation movie on the popular character ‘Ben 10’. “It will be completed by November 2009” said Lim-Chen.