Chhota Bheem or Spiderman, character-merchandise a big draw among kids

Unlike in the West, popularity of character-based merchandise among Indian kids is still very strong. Various random retail surveys have established the fact that the popularity of cartoon characters in India has given a surge in demand for character based merchandise. Retailers are vying with each other to bring in the most popular character based merchandise to reach out to the little ones. Amongst the popular cartoon characters, Disney, Chhota Bheem, Barbie are the ones to go off the shelf fast.

Cartoon characters a big draw

With kids now becoming more independent, they also have a strong influence on parents. “In metros’, kids themselves are decision makers to a large extent whereas in small towns it’s their parents. But now this is changing, even in small towns kids are getting involved in decision making thanks to the spread of internet and mobiles. Their involvement keeps brand on toes to full-fill ever-changing aspirations and preferences of kids,” says Sumitt Agarwal, Production Head, Tweens Monte Carlo. Other kids’ wear retailer Eteenz too shares similar thoughts. “We even make T-shirts that have various cartoon characters printed on them and are quite popular among kids. Overall 80 per cent of our products include cartoon characters printed on them. We make 15 per cent fashionable products and rest 85 per cent are regular wear products. We don’t make any party wear products,” says Paramita Mukherjee of Eteenz.

Marketers admit that growing popularity of cartoon merchandise is higher in India as of now compared to the West. Bharat K Dedhia, Owner, Toyotomi says “I think popularity of cartoon characters is on the higher side in India currently than it is in the western markets. This is solely because this concept originated in the West ages ago and has been used over the years. On the other side, this idea has only recently emerged in India. Therefore, while westerners’ have moved on to some other forms of apparels and we have only recently adapted to cartoons in apparels and have a long way to go.”

From super heroes like Superman or Batman, the preference has also moved towards the desi cartoon characters like Chhota Bheem. “Nowadays children around the age group of three to five years prefer cartoon characters printed on their tops or T-shirts. The demand for cartoon characters keeps changing as per their popularity among children. Earlier there was a demand for Superman and Batman. Now children demand Chhota Bheem.” Says Krishan Kumar Agarwal, Director, Cucumber. Dedhia of Toyotomi reveals “We hear a lot of buzz for ‘Chhota Bheem’ and his companions currently. There are also a plenty of other characters that get used in apparels these days.”

However, dealing with cartoon inspired merchandise is not as easy as it seems. The complexity of the business is far from the fantasy work. “You think this is the forte of big players, or those with deep pockets? The foremost obstacle in this concept is the required permits, agreements and legal formalities that accede the use of these characters in apparels. Sourcing and spending for these permits is a major cause of concern. It is wrong to say that this category is only for big players. However, one should not forget that, apparels are the easiest to copy and sell cheap, the same as piracy.” explains Dedhia of Toyotomi.

Though Disney characters are popular among kids, it is a completely different concept as it comes with a different set of terms and conditions which affects the existing brand value. Primarily big retail shops demand for these characters. Also the issue that lies is that brands which have taken the license for this have not got good fabrics, and brands which are using good fabrics are have not license at all.