Cartoon Network Enterprises to merchandise further

Sanjiv Piyush - Televisionpoint.com
Cartoon Network Enterprises, CNE, the branding and merchandising arm of Cartoon Network, will make more merchandise featuring Dexter and Dee Dee, two popular characters.

After six months of launching its consumer products range, CNE is set to ramp up the collection and increase its retail presence. CNE has tied up with companies like Bombay Dyeing and Pyramid Plastics to increase its product portfolio. While Bombay Dyeing will help CNE get into categories like bed linen, Pyramid Plastics will help it expand its range of plastic products like plates and tiffin boxes.

"The basic idea is not to create a plain consumer product but to build greater affiliation for our cartoon characters, Such products allow kids to touch and feel the characters and experience the brand in everyday life." Said Jiggy George, director, CNE India and South Asia.

"Our cartoon characters are accessible to everyone everywhere. But when we get into Tier II cities we have to ensure that the price points are such that kids there can afford them.", Adds George.