Nick on expansion spree in kids’ consumer products segment

Nick is geared up to fortify its presence in the kids’ consumer product segment in India with its consumer products division now foraying into the electronic products market. According to Nick, worldwide it earned more from consumer products than from its television channel. It was now vying to emulate the same success journey in India as well.

Nick consumers products encapsulate diverse products and categories of its iconic properties such as Dora the Explorer, SpongeBob Square Pants, Ninja Hattori, and so on. Sandeep Dahiya, Vice-President, Consumer Products and Communications, Viacom18, said, “Kids’ consumer product market is a lucrative one in India, where kids are getting smarter. Nick started with five categories, and today we are present in 40 diverse categories. Nick consumer products bring to life the characters kids see on TV. The products create a touch and feel experience to the brand and to the Nicktoon characters. These products also help the brand engage with the audience as every time kids wear or use these products, he communicates with the brand.”

When asked who was focused more when selling a product - the kid or parent, Dahiya replied, “We focus on both. For us, both matter because to sell a product we need to convince both of them.

He further said, “With the new academic session approaching, a new range of products is being launched in the market for kids. Nick has recently launched a series of school bags. This apart, Nick is present in publishing, stationary, games and toys, home furnishing, etc.”

“Seeing a huge opportunity in the kids’ electronic product segment, we have now forayed into this domain too. We wanted to do it earlier, but few licensing related issues came in-between. We are in discussions with partners who manufacture state-of-the-art electronics like microwaves, toasters, phones, MP3 and TV sets. We have tied up with some big brands recently, such as Colgate Palmolive, Paramount Home Video, Fisher Price, etc., and we have lots of plans ahead for this year,” Dahiya added.

Dahiya further said that good demand for kids’ consumer products was seen in regional markets as well and not just in metros. Nick would now fortify its presence in these markets as well.

Nick products are sold through every channel of retail distribution – from stores like Shoppers Stop, Lifestyle, Home Centre, HomeStop and other leading retailers across 150 cities. Its recent launches include SB & Dora Colgate toothpastes, Dora & Diego puzzles, SpongeBob bed linen, comforters and cushions.