Catching 'em young

The licensing and merchandising market is coming of age as franchisees look at novel ways to monetise toons

Vishal Koul

Halt at a signal in any city across India and you will see sellers clutching a bunch of bright, helium-filled balloons of cartoons such as Angry Birds, Doraemon or Chhota Bheem, knocking on car windows in the sweltering heat. Though it is an attractive sight for most kids – the audience they aim for — it draws mixed reactions from Rajiv Chilaka, founder and managing director of Hyderabad-based Green Gold Animation, and creator of Chhota Bheem.