DreamWorks Animation has appointed Dream Theatre Pvt Ltd and Kwan as consumer products licensing and promotional representatives for the company in India. This past May, DreamWorks Animation’s ‘Kung Fu Panda 2’ became India’s highest grossing animated film of all time with over Rs 25 crore ($5 million) at the Indian box office. DreamWorks Animation’s current release, ‘Puss in Boots’, opened in India on December 2, 2011. ‘Madagascar 3’ and ‘Rise of the Guardians’ will follow in 2012.
Under the appointment, Dream Theatre and Kwan will establish a licensing and merchandising programme across a wide array of products and categories in an effort to bring life to the iconic characters featured in DreamWorks Animation’s slate of upcoming feature films along with focusing on high-level marketing and promotional initiatives.
Both arrangements cover a wide spectrum of licensing categories that include products such as publishing materials, apparel, accessories, stationery, gifts, novelties, as well as branded foods, personal care products and promotional licensing.