While the world is going gaga over global properties for licensing, Chhota Bheem – the Indian origin character is altering the licensing scenario of India in a huge way, says Vikram Goel, the owner of Infotech Resources. Over the past many years, we have been awe struck as kids by Mickey Mouse, Donald Duck, Barbie, Superman, Spiderman and other.
Typically the Indian child visualised these characters and their powers and purchased toys, stationery, lunch boxes, etc which had their favourite characters on them. Indian companies have paid huge upfront payments and royalties to these international companies for the licensing rights for these characters. But the during last five years, the Indian television has undergone a revolution with debut of dhoti-clad little boy from Dholakpur – Chhota Bheem.
Produced by Green Gold Animation Studio, this home-grown character illustrated a saga of success at par with the likes of Disney and Warner Bros.; something that no Indian brand has done so far. Kids love and associate with this character. Many toy companies are reciprocating the success of this home grown superhero by taking the rights for the character to include in their product range. And now Chhota Bheem is present across categories with 100 plus licensing deals – both on product and promotional front. What makes Chhota Bheem a beloved property for retailers is the easy availability of licensing rights. The rights for this character are available at much easier terms and lower costs than the international characters.
Also Indian kids have a greater fascination for Chhota Bheem and therefore sales in India for toys and other merchandise with this character are comparatively higher. Moreover, this is a wonderful example of ‘Make In India’ where a character created by an Indian company is used by the kids’ product manufacturers’, to sell their products in India to Indian children. And talking from a licensee’s perspective, we save a large sum in foreign exchange, and have created a new revenue stream by adding Chhota Bheem to our portfolio. “Chhota Bheem” is the first successful indigenous IP from India.