Pogo unveils 'Blazing Yoyo' collection; to launch 'Blazing Teens' in June
MUMBAI: Cartoon Network Enterprises, the consumer products division of Cartoon Network, is beefing up its range of Pogo merchandise with the launch of its latest offering the 'Blazing Yoyo' with the tagline "Take Control."
The product launch will be quickly followed by the introduction of an acquired television property from China titled Blazing Teens in June.
In a conscious effort to counter the menace of the unaccountable unorganized merchandise market in India and to focus its strategy towards mass audiences, Cartoon Network has extended its distribution platform to 1000 counters for the yoyo collection. This will include modern retail formats as well as local mom and pop stores. The distribution network for Blazing Yoyo's is 25 per cent higher than the distribution network for Beyblade, which ignited a stir in the Indian toy market in 2005. Moreover, the company is looking to increase its distribution counters for the yoyo's to 3000 within the next two months.
By bringing back the traditional yoyo in a stylized avatar, this new product range will be targeted at 6 - 10 year olds and at affordable price points. An entire range of 28 products from basic to more advanced models, kids can master several tricks with this customized yoyo collection. The company has introduced basic models priced between Rs 145 - 220, but will introduce advanced models at a later stage.
But will this re-create a phenomena such as Beyblade? Cartoon Network is surely leaving no leeway in its promotional efforts for its latest product across the country and has tied up with Baskin Robbins and Lilliput stores. Moreover, five per cent of the company's sales budget will be channelised towards marketing the product range in India.
Cartoon Network also plans to execute retail level road shows across 11 cities over the next three months. A toy that is already popular in Korea, China and Malaysia, Cartoon Network will bring the winners of international yoyo championships to India and through mutli-city tours will teach kids to master the age-old art.
As part of generating awareness of the product in the market since the TV property will only follow after, four TVC's are on air and a scratch and win sales promotion on the packaging of the product has commenced.
Speaking to Indiantelevision.com Cartoon Network Enterprises, India and South Asia director Jiggy George emphasizes the importance of traditional toys in appealing to Indian kids and the company's endeavor to reduce the unorganized sector's domination. He says, "The Blazing Yoyo range has been positioned as an affordable and accessible product from the Pogo stable and thus counters the existing grey toy market in India."
To build the brand across media verticals, the channel has acquired 26 episodes of Blazing Teens from China based company Audley. The toy manufactures roped in for the product in India is Far East Promotions (FEP).
