Disney Consumer Products India is expecting 30 per cent growth in its toy business in the country, following the signing of My Baby Excel to roll out a new line of soft toys.
My Baby Excel is a subsidiary of Excel Home Videos, the licensee for Walt Disney Studios Home Entertainment in India. It will import the products from Disney's vendors in Hong Kong and distribute and market them in India as a third party.
Disney previously had a deal with Hanung Toys, which was terminated last year.
The product line will be built around three categories; characters from DVD launches, best selling core characters and movie launches.
"In some countries, soft toys form 30 per cent of the total toys business for Disney and we expect a similar figure in India, within the shortest time frame possible," Roshni Bakshi, director, told DNA Money.