By Zahara Haris
Cartoon Network Enterprises South Asia together with Cartoon Network CNEs official representative in Sri Lanka, Rainco, recently conducted an awareness programme and media briefing on regional licensing trends, property portfolio on offer, the importance of licensing in Sri Lanka and the advantages of tying up with global brands for local manufacturers.
Rainco (Pvt) Ltd Managing Director Fazal.M.Fausz said that it was their intention to grow the CNE business in Sri Lanka by leveraging these global icons through product and promotional license as Rainco has been licensing for past few years, identifying this unique segment in emerging Sri Lankan market with a strong focus and proper merchandising.
“We have been representing Ben 10, Ben 10 Alien force, and Powerpuff girls, and from this year we will add the following Warner brothers’ portfolio which includes Batman, Superman, Looney Tunes, Tom and Jerry, Scooby Doo, Mr.Bean and Music Art and Dance (MAD)”.CNE has appointed Rainco, a leading brand for rain wear in South Asia as their licensing agent for Sri Lanka and they have been working together for past 3 years. Brand Licensing Associates (BLA) an extension of Rainco, promotes all these global brands.
Fausz said, “Character licensing is one of the fastest growing categories globally with grand movie premiers , instant internet access to videos and content, 24 hour entertainment channels and cartoon channels coupled with high TV penetration, these loved characters have managed to make a great impression that is instantly recognisable anywhere in the world that so much so, most of the people connect with these characters than they do with their friends”.
He also said original promotional character licensing will be the next big wave to takeover Sri Lanka in coming year.
Talking at the event Anand Singh, Director, Cartoon Network Enterprises, South Asia, Turner International India Pvt. Ltd. said that Sri Lanka is an important market for Turner and they have been seeking partnerships to strengthen their foothold in it. Further he highlighted their performance in 2014 in Asia Pacific level with 2.2 million DVD sales, 6.8 million yoy sales and over 650 million of products.
Turner International India Pvt. Ltd. is the arm of Turner Broadcasting System inc. that creates and manages the sales, distribution, marketing of Turner’s news and entertainment brands in India and South Asia region including CNN International, Cartoon Network, POGO and WB.