Apparel merchandise firm Woodstock Merchandising has inked licensing deal with Green Gold Animation for the children's apparel range of its properties Chhota Bheem and Mighty Raju. Consumers can look forward to a wide variety of products including t-shirts, shirts, skirts, pants, leggings, shorts and capris having prints of these cartoons. 'The kids wear segment is one of the fastest growing in India's apparel industry. In such a competitive landscape, this deal marks a key milestone in our growth story,' says Rajiv Subramanian, COO, Woodstock Merchandising. The apparel range of Chhota Bheem and Mighty Raju will be available in a price range of Rs 299 to Rs 899. The children's apparel range is expected to hit the market in July. 'It is no surprise that kids apparel is identified as a high growth category. In India, disposable income is constantly on a rise. Coupled with a growing consciousness of lifestyle, this is contributing to increase spending on children's fashion,' said Jibi George, COO of Dream Theatre, who oversees the business strategy for Woodstock Merchandising. The range would be distributed by Woodstock in select Hypermart and Departmental Store formats across India. 'With an expected annual growth rate of 25 percent, it is lucrative for brands to expand their product offering especially towards the growing trend of licensed clothing,' George added. 'We're happy to associate with Woodstock. They have a wonderful team and have done pioneering work in licensing and retail in India,' Madhav Pabhala, vice president (Licensing and Merchandising), Green Gold Animation.
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