September 20, 2014

A complete family brand: Disney

Sweta Pal :Who are your major retail partners?Roshini Bakshi :We want our fans across India to experience our brand and we reach them via different formats including hypermarkets, departmental stores, book stores and specialty stores. We work closely with leading retailers including Lifestyle, HyperCity, Land...

By Licence India Bureau

Sweta Pal :
Who are your major retail partners?

Roshini Bakshi :
We want our fans across India to experience our brand and we reach them via different formats including hypermarkets, departmental stores, book stores and specialty stores. We work closely with leading retailers including Lifestyle, HyperCity, Landmark and Big Bazaar, coupled with leading e-retailers like Flipkart, Jabong and Myntra.
Sweta Pal :
Kindly share your views on the broader licensing market in India, and how does it compare vis-à-vis international markets?

Roshini Bakshi :
Licensing is still a relatively new concept in India and the volumes are miniscule compared to other international markets. Nevertheless, the growth opportunities here are enormous and Disney is the number one licensor in India, given the range of products for our fans here.
Sweta Pal :
Disney has recently launched Disney-themed home decor. Kindly share the feedback received from consumers?

Roshini Bakshi :
Our Disney home product range spans furniture, bedding, rugs, tableware, kitchenware, fans, paints and bath accessories. In India, Disney has also tied-up with real estate developers like Sunteck, Mumbai, Team Taurus, Kolkata and Supertech, Delhi and provides our fans an opportunity to experience this iconic brand in their homes.
Sweta Pal :
How do you decide which products will get a license from Disney?

Roshini Bakshi :
Disney India is focused on delivering ‘fun’ products and ‘magical’ experiences across franchises (characters). As part of that strategy, we have over 100 licensees across six categories; Disney fashion and home, toys, consumer electronics, stationery, food, health and beauty (FHB). We carefully select our partners and work closely with them to ensure relevant products and exciting experiences for our fans here
Sweta Pal :
Disney has traditionally followed a child-centric licensing strategy. Can you share the rationale for also expanding this strategy for apparel for adults?

Roshini Bakshi :
Disney is a family-based entertainment brand, and is enjoyed and trusted by fans across different age groups. We have a timeless menu of stories and compelling characters via Disney and Marvel brand, and as we continue to grow our brand here, we constantly evaluate new opportunities to connect our fans.
Our apparel and accessories range follows a similar strategy, and is relevant from new born babies to toddlers to kids to teenagers and adults. And, inspired by Disney and Marvel characters, this range is customised taking into account current tastes and popularity of our characters amongst fans.
Sweta Pal :
Please highlight your most successful licensing ventures in India?

Roshini Bakshi :
Princess is the number one girls brand here, while Mickey and Friends is the single largest franchise, and Cars are the fastest growing segment.
I would also like to highlight that our newly launched adult range has been well accepted by youth fans here.
Sweta Pal :
Kindly throw light on your sales projections with your latest initiative.

Roshini Bakshi :
We’re focused on investing and growing the Disney brand in India, and connecting with our fans via appropriate product offerings. Globally, Disney has an extensive presence in the adult fashion segment in the US, China, Europe and Japan, and our product range includes apparel, footwear, sleepwear and accessories.
Disney India has recently launched a fun and stylish collection of T-shirts and scarves inspired by classic Disney characters – Mickey, Minnie, Donald, Goofy and Marvel Super Heroes. I would like to highlight that adult fashion is a key growth focus for Disney here.

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