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Move over Mickey Mouse and Winnie the Pooh. Home-grown character Chhota Bheem is set to entertain with character rides and parades.
Adlabs-owned theme park Imagica and Green Gold Animations, the creators of Chhota Bheem , have come together to form an alliance which will see popular kids character take shape in the form of rides, merchandise and parades.
The five-year agreement will see the character move beyond television and digital space.
“With the introduction of Chhota Bheem, we expect the footfall to increase by one lakh at Imagica in the first quarter. This will be an increase of 17 per cent compared to last year,” Pooja Shetty Deora, Director, Adlabs Entertainment, told BusinessLine .
Reaching more fans
She said that this collaboration marks first of its kind, where a theme park is associating with an animated content creator to bring India’s favourite character alive. Deora added that the company is also looking to focus extensively on retail. Samir Jain, COO and ED, Green Gold Animation, said: “Chhota Bheem is viewed by more than 60 million fans across the world. Our constant endeavour is to ensure that the character reaches out to more fans.”
The association will introduce an assorted range of merchandise such as Chhota Bheem and his friends’ apparels, toys, and Back To School products at all the stores and kiosks across the theme park.
Character association
This will also take the character’s interaction and popularity to the next level, as Chhota Bheem entertains guests from all across the country through ‘Chhota Bheem The Ride’ at Imagica, Grand Imagica Parade alongside the stars of Imagica, meet and greet with fans and much more. Speaking on the association, Dhimant Bakshi, Jt CEO, Adlab, said besides character association, the company is also looking to its home-grown characters.
“We have created both brick and mortar and online distribution for our own character line”.
The company said its characters like Tuby the Elephant, Neera the Mermaid and Tuta-Futa and Mogambo are among those it is considering to monetise on.
Over the last few years, there has been an exciting growth in the theme park industry, with a growth estimation of 19.1 per cent by 2021 as per a recent report by FICCI and KPMG.
Imagica has been designed on the lines of Universal Studio and has a theme park between Mumbai and Pune.
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