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AI Licensing India introduces Xperium for better brand engagement

Mumbai-based AI Licensing India, which is into content licensing, merchandising and syndication of famous international characters and brands, has added a new business unit to its portfolio called Xperium, with an aim to create elevated customer experiences.

For the past four decades, Animation International (AI) holds the exclusive licensing and merchandising rights for Doraemon in Asia and Middle East. Each country’s operational office manages the character, depending upon its popularity and market’s growth potential, to give better return on investment for the brand owner.

In addition to Doraemon, AI Licensing India, which started its operations in the country in 2005, also holds the license for brands like Shin Chan, Garfield, Archie Comics, Hallmark Design collection, Albert Einstein and Charlie Chaplin.

Currently, AI Licensing India has four business verticals, of which licensing drives the maximum business revenue, amounting to almost 60%. “Exports has emerged as a big area of operations in the past year and half since we entered it. We also have a creative studio where we design a lot of products in-house, not just for our own IPs but for other IPs too, which has turned out to be another independent business model for us,” said Nitin Kalra, director, AI Licensing India

He added that the company was the first to get into event licensing in India in an organized manner. “In 2010, we became the first agency in the country to suggest to malls that our characters can help them generate more footfalls, which in turn can help them generate more business. This philosophy was well accepted and since then, we are have never done any event for free, setting an industry precedent,” Nitin proudly claimed.

Nitin Kalra, director, AI Licensing India

Xperium takes this concept a step further as an experiential licensing vertical, by linking AI Licensing India’s other business verticals. It constantly works with partners who create products based on brand licenses that are issued to it for a time frame of two to three years. These companies pay royalties on the products created, for instance, merchandise like apparel, mugs, bags, etc.

Additionally, AI Licensing India also works with FMCG companies like ITC, Dabur, Kellogg’s and McDonalds India for short-term tactical promotional campaigns, where it ideates on the marketing strategy based on the chosen licensed brand or character. “This idea is becoming popular as each brand is looking for a trigger to attract more customers. For instance, animated characters have a great pull factor when it comes to product sales,” Nitin pointed out.

Realizing that AI Licensing India was consistently involved in elevating customer experience, it conceptualized Xperium as a division that would create events around its characters, which would help its affiliated companies to sell a lot of merchandise. “We created the ‘100 Doraemon Secret Gadget Expo’, which toured eight cities globally and had 100 life-size figurines of the cartoon character, each inspired by different episodes. We sold around 1.5 million tickets within three months of the expo and also noticed a spike in merchandise sale. That’s when we realized that the total amount of merchandise we could sell in one year in Malaysia is the same that we sold in three days of focused selling,” Nitin said.

It was this awareness that prompted the company to found Xperium to create concepts and engagement programs for its customers, starting with the 50th anniversary celebration titled ‘Date with Doraemon’ in 2020. This 50-city campaign will be rolled out in 2019, offering different companies selective engagement activities and brand activation opportunities. The first event will be in April 2019, where brands can engage with selective 100 to 150 people for couple of hours.

source: http://news.retailnetworks.in/ai-licensing-india-introduces-experium-for-better-brand-engagement/

Animation International India gets licensing, merchandising rights of Charlie Chaplin

Animation International India has got the licensing and merchandising rights of comic legend Charlie Chaplin. This will help his fans to get their hands on a wide range of products based on him.

Charlie Chaplin, merchandising rights of charlie chaplin, animation international india
Sir Charles Spencer “Charlie” Chaplin

“Chaplin is a dream come true for our team. We have all grown up seeing him, loving him and wanting a piece of him. Now that chance has come for us to not just create some innovative merchandise around Chaplin, but also to share it with his fans,” Nitin Kalra, Director, Animation International India, said in a statement.

Animation International India, part of the four-decade-old Animation International Limited (Hong Kong), has been instrumental in launching the licensing programmes for Marvel, Hello Kitty and many iconic brands in India over the last 14 years.

The company will be the master licensee for Charlie Chaplin across all SAARC countries and across all categories and events.


First ever Doraemon Licensee EXPO hosted by Animation International India

The Indian licensing industry saw the first Doraemon Licensee Expo hosted at The Lalit, Mumbai on August 3rd 2018. With an array of products ranging from chocolates to watches, plush toys, to feeding bottles, Doraemon is a popular toon companion for kids.

Doraemon was first aired on Disney in 2005 and is currently the number one cartoon character in India for kids in the age group of 4 to 14-years, In the last couple of years, Disney has released over 23 Doraemon movies on their channel each of which has been a blockbuster. Doraemon partnered with Amazon Prime and was first aired on Prime in 2016 and continues to be a popular show


The evening commenced with a simple gesture of lighting the lamp in the presence of the Doraemon brand principals Mr. Hiroshi Kondo Chairman Animation International Group, Mr. Tikamitsu Kayahara International Business Head Animation International Group, Mr. Tim Kondo GM Animation International Group, Ms. Aki Gotanda and Animation International India Director Mr. Nitin Kalra.

With over 150 people gracing the event, pan India trade partners like Disney, Amazon Prime, Titan and D’décor to name a few were greeted with a soulful jugalbandi (duet) performance of Guitar and Flute playing the Doraemon theme song. The highlight of the evening was when small kids hit the ramp displaying licensed Doraemon products by enacting “A Day in a Child’s Life”, which gathered maximum accolades. The evening progressed with Animation International India Director Mr. Nitin Kalra and International Business Head Animation International Group Mr. Tikamitsu Kayahara appreciating and giving away trophies to their valued partners for their contribution towards the brand Doraemon. Finally, the showstopper act of the evening took center stage when Doraemon along with his friends performed on stage practically bringing the episodical toon to reality! This act was followed by dinner and drinks.