Marvel makes Indian move

Kids Media India to represent superhero brands across the territory.
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Marvel Entertainment is looking to make in-roads into the Indian market, appointing Kids Media India (a subsidiary of Spacetoon Media) to represent its licensing, merchandising, publishing and promotional rights in the country.

KMI will be looking to forge tie-ups with FMCG companies, reports www.indiantelevision.com, with the goal being to close ten to 12 licensing deals in the first year to generate Rs 250 million.

KMI CEO Rajiv Sangari said: "Marvel superheroes will be immediately available throughout the country for licensing on a wide range of consumer products including apparel, stationery, publications, toys and games, party goods and accessories.

"The Marvel brands are among the most recognisable in the world and have a strong following in India among kids, teenagers and adults."

Simon Phillips, Marvel Entertainment International president, added: "We are excited about the Indian market. In a few years, I expect it to become the number one market for us in India. That is because of the sheer number of people interested in our products. We have published a Spider-man comic book series where we featured an Indian version of the superhero."

Going forward, Phillips added, the firm could look at licensing its characters to Indian production houses for film and television. He believes there is a fit between what Bollywood offers and its characters.

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