Karnataka - Bangalore   

Benjamin the Elephant makes his way to India

BENJAMIN THE Friendly Elephant, a cartoon character, has ruled the hearts of millions of children in Germany for more than 20 years and is now ready to make its way to India. About 20 gift products based on this toon character including soft toys will be unleashed into the Indian market shortly.

Sushil Agrawal, Managing Director of Ultra Movie Channel Private Ltd., told The Hindu that Benjamin's popularity and fame will reach children's playrooms across India.

Most children between 3 years and 12 years in German-speaking countries are familiar with Benjamin. The animated series, Benjamin the Elephant, is currently aired by Fox Kids and the Super RTL network and will be shortly aired in India. KIDDINX Merchandising, producer and distributor of kids' entertainment properties, have given the copyrights for Benjamin the Elephant to Ultra Movie Channel Private Ltd., to market Benjamin products in India.

In addition, Ultra holds merchandising rights for all Benjamin characters for India and can market products such as stationery, toys, games, consumer durables, ceramics, apparels, furniture, interiors, fixtures, furnishings, gifting items, greeting cards and party products.

On the size of merchandising in India for the gift segments Mr. Agarwal said that it is Rs. 1,000 crores with the major players being Disney, Cartoon Network and Metal Toys.

Vidyashree Amaresh

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