Now Reading: India licensed merchandise booms as premium IPs find new buyers
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India licensed merchandise booms as premium IPs find new buyers
India licensed merchandise booms as premium IPs find new buyers
Entisi Chocolatier sold Rs 3 crore worth of Harry Potter chocolates over a July weekend through boutiques and quick-commerce platforms Blinkit and Instamart. Disney Consumer Products signed deals with 26 brands including…
The Story in Brief
Entisi Chocolatier sold Rs 3 crore worth of Harry Potter chocolates over a July weekend through boutiques and quick-commerce platforms Blinkit and Instamart. Disney Consumer Products signed deals with 26 brands including Bata and Flipkart for Spider-Man merchandise. Licensing agency Black White Orange has become the Indian agent for Angry Birds, with the third film due in 2027.
Millennials who played the game will be targeted, but the brand also aims at newer segments. Dream Theatre founder Jiggy George says the shape of licensing deals has shifted: luxury, gourmet and D2C brands now aggressively bid for character rights. But the deep split between Sony and Disney over Spider-Man film and merchandise rights remains unchanged. Quick-commerce platforms are driving specialised drops such as UNO shoes that sold out in five minutes.
The Indian Opinion
The excitement around Harry Potter chocolates and Spider-Man sneakers is real enough, but look past the PR gloss. India's licensing market is still tiny compared with the US or Japan, and most deals remain low-volume experiments. The narrative that India has suddenly become a fandom-driven consumer paradise is overblown. The real test will come when an expensive, non-movie IP like Angry Birds tries to sell merchandise without a film release to lean on. Can it sustain orders beyond nostalgia? That number will separate hype from habit.
Source: hindustantimes.com
This story was synthesised by AI from the source linked above.
