Indian Toy Industry Welcomes a New Label - My Baby Excels
Mumbai, Maharashtra, India
--'My Baby Excels' to launch over 1,000 SKUs in first year.
--Tamagotchi, Baby Einstein, Disney and other international bestsellers to form part of the range
--Special focus on Movie Merchandise to exploit synergies with sister concern - Excel Home Videos
--To initiate path breaking trends in the Retail format
The Toy industry in India is heralding the inclusion of a new label. My Baby Excels, which began it's operations a few weeks back, is the sister concern of Excel Home Videos and Excel Interactive. Excel Home Videos is the largest home entertainment company in the English movie category. It is the Indian Home Entertainment licensee for Walt Disney Studios, Twentieth Century Fox, MGM, HIT Entertainment, Shringar and Merchant Ivory Productions among others while Excel Interactive is a leading gaming company which markets and distributes games from world leaders like Electronic Arts (EA) and Disney Interactive Studios. The new brand plans to launch over 1000 SKU's in the first year, a record of sorts. Says M.N Kapasi, Managing Director, My Baby Excels, "The brand will cater to children between the age group of 0 to 14yrs with a varied range of products. The range will introduce new products to the Indian market that will include the latest toy innovations from across the world". The brand has been well received by the trade since its foray a few weeks earlier. Says Himanshu Chakrawati, Chief Operating Officer, Landmark Limited," The brand has a huge lineup with products that are new to the country, with some being international best sellers. In our country where toys are viewed as expenditure, a range of never seen before educational and developmental toys augurs well for the overall market. Moreover, with international quality at display and competitive pricing, the brand seems to be taking up the challenge from the unorganized sector head on".
The brand will bring to the country, a series of International bestsellers including Disney Plush, Disney Vehicles, Baby Einstein, Tamagotchi, Wow Wee, Gamze, Dickie Toys among others. The format will also have a special focus on the nascent movie merchandise segment to exploit synergies with the brands' sister concern Excel Home Video. Adds Kapasi, "Since we have one of the largest movie catalogue in the country, there is a huge scope for movie merchandises too. Moreover, we have over 500 titles catering to the children's category especially due to our association with Disney, FOX, HIT Entertainment, etc. My Baby Excels will cater to corresponding movie merchandise"
The brand is looking to bring sweeping changes and exploit synergies in the retail format which include bundling of products, cross promotions and newer innovations. Since Excel also distributes movies and PC games, the addition of toys will strengthen its retail approach.
Mr. Kapasi has roped in a very experienced and dynamic team to handle this venture. Ms Archana Keskar, who previously was heading Toys and Consumer Electronics at Disney Consumer Products, heads My Baby Excels. Mr. David Selvaraj, who has over 15 years with brands like Funskool acts as the General Manager-Sales and Marketing. The brand is also looking at Bollywood celebrities to endorse certain range of products.
For more information or To speak with Muslim Kapasi, Managing Director, My Baby Excels. Please contact: Jimmy Mathew,Alaaya Media
To view the photograph, please click on the link given below:
jimmy@alaaya.com
Source: My Baby Excels (Business Wire India)
Source: Business Wire India
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