Planet Superheroes is on a mission to take over the country one store at a time!

Ready, steady, fly!

Planet Superheroes recently announced its store expansion footprint to go beyond the metros of India. With six new retail stores in the last quarter – they have expanded into towns like Jabalpur, Surat, Mangalore, and Vapi making the total count at 25 across India. With 10 more stores opening in the next quarter, Planet Superheroes is leading the way in terms of its omnichannel footprint across both physical and online channels.

Planet Superheroes was launched in 2014 to cater to the huge comic fan community of India which was hungry for a brand focused on providing officially licensed character merchandise. In a market that had been widely polluted with counterfeit products, Planet Superheroes took the leap of faith that Indian customers wanted value for money and preferred official merchandise with consistent quality over counterfeit products. They have now established themselves as a market leader in just under five years both in terms of retail footprint and in the breadth of characters and categories they sell. They have also established a pan India distribution in the toys category to cater to the Mom and Pop Stores of India that still rely on traditional distribution channels.

In terms of licensing partnerships, they work with almost every major licensor from Disney, Warner Brothers, EONE, Viacom, Spin Master and Hasbro bringing joy to its end customers across age categories from Pre-School to hardcore Action Figure Fans who have no age limit! They sell 50+ categories from Apparel, Toys, Collectibles, Electronics and Accessories to name a few. They have also been winners of the Comic-Con Gold Awards for two years in succession.

Licensing in India

The Annual Global Licensing Industry Survey 2018 estimated that the global licensing industry is worth $271.6 Bn. However, licensing in India is still at a nascent stage. But the entry of licensees like Planet Superheroes, coupled with advancements in technology and ever-expanding marketplaces have provided the much-needed tailwinds needed for the growth of this sector. There is still a lack of retail players as traditional retailers do not understand the power of curation. As one of the earliest licensed merchandise brands, Planet Superheroes started focusing on creating ‘character merchandise’ as a category in itself and became a forerunner in bringing this concept to end consumers. While brands like Hamleys, Reliance, Lifestyle etc. also sell character merchandise in silos under Apparel, Electronics, Toys, Planet Superheroes has taken a contrarian “curated category” approach on the lines of other global players in the world that have succeeded in this space.


The most important challenge in retail is managing the expectations of the mall owners who often expect Planet Superheroes’ “trading density” (Revenue per square foot) to be on par with other premium fashion brands. This is a challenge because, despite the better than average conversion, the average price of these products are much lower compared to the bigger brands who command a much larger premium. However, after successfully executing its first 5 stores and proving the value addition, most mall operators now approach them to become a part of their upcoming mall launches because of the uniqueness and customer engagement value that they bring to the mall. They currently work with almost all the marquee mall developers from Phoenix Mills, Viviana, Nexus, Infiniti, VR Mall and Forum to name a few.

Way Forward

Planet Superheroes will continue to expand its retail footprint into territories that are underserved. Their next focus will be in the Eastern and Northern parts of India going as far as Guwahati in the North East of India. Planet Superheroes is a brand with a technology DNA – their technical ambitions surpass their current scale. While most retailers 5x their size have started thinking about these problems, Planet Superheroes has been quietly investing in leveraging automation, data-warehousing and intelligent algorithms to crack the complex world of omnichannel inventory management. They strongly believe that their robust tech infrastructure and process-driven expansion would be key differentiators as they scale from store number 25 to 100.

Special thanks to Jaineel Aga & Nikita Zankar from Team PlanetSuperHeroes.



BLE Countdown: Meet some of the exhibitors returning to Brand Licensing Europe

As we prepare for Europe’s premier licensing event, Brand Licensing Europe, we’re continuing our deep dive into the show’s extensive brand portfolio. This time, we are taking a look at some of the big names returning to BLE for 2019. Here are some of the big players appearing at this year’s event:

The Point.1888 (stand C380)

The Point.1888 returns to BLE for the third year in a row. A leading licensing agency in Europe, the company counts top brands in its portfolio including Team GB, Mumsnet and Katie Alice. Speaking with License Global earlier this year, Will Stewart, founder, The Point.1888, said BLE is key for his agency because it provides an excellent platform for networking.

“They’re vital for successful licensing partnerships,” says Stewart. “We’ve found loads of clients and customers in the past, but the real opportunity is the random walk-on out of a thousand meetings. That little gem can help you achieve something really special, so if you weren’t there, you would miss that.”

The Emoji Company (stand C242) 

The Emoji Company has become a licensing industry juggernaut over the years. Over the past six years, the company has won various awards for its work with licensees and has been named in License Global’s Top 150 Global Licensors list.

In 2019, emoji has inked a slew of international partnerships. In the lead up to BLE, the company has announced deals with Watt’s Chile, Atlantis Aquaventure and IMPS.

Viacom Nickelodeon Consumer Products (stand B160)

Viacom Nickelodeon Consumer Products is an icon in the kids’ television sector. The company is responsible for popular properties including JoJo Siwa, “Blue’s Clues,” “SpongeBob SquarePants” and the recently acquired “Garfield” brand. On the licensing front, Viacom Nickelodeon has built a strong collection of licensees in nearly every product category.

Ahead of this year’s BLE event, the company has announced unique partners for its brands including a Betsey Johnson x JoJo Siwa collaboration, “Spongebob Squarepants” Timberland boots and “Good Burger” pop-up.

Juventus F.C. (stand D382)

Juventus F.C. is one of the premier football clubs in Europe. Based in Turin, Piedmont, Italy, the team has built a robust licensing program based on its winning roster. Just last year, Juventus inked a four-year deal with football icon Cristiano Ronaldo.

In licensing, Juventus has won deals with Konami to bring the club to the virtual world of video games via Pro Evolution Soccer 2020. It has also recently renewed its deal with brand management agency IMG.

Activision Blizzard (stand D300)

Activision Blizzard is one of the biggest names in gaming and esports. The company is responsible for AAA titles including “World of Warcraft,” “Overwatch” and “Call of Duty.” As a leading video game maker, the company has been able to turn its properties into licensing and esports winners successfully.

The company has recently inked successful partnerships with PepsiCo and Kellogg.


Peppa Pig set to jump into music with first album

Entertainment One will release new, original music based on its “Peppa Pig” TV property next month.

My First Album will be the first album for the “Peppa” property when it launched in English-speaking territories in July. A compilation of 16 newly-recorded music, My First Album includes extended versions of previously-released songs from the series.

Songs on the album are composed by Julian Nott, with additional arrangements by Paul Moessl. Harley Bird, the voice of Peppa Pig will also be featured on several tracks from the album.

“We’re very excited to be releasing an official Peppa Pig music album for the first time in the brand’s 15-year history,” says Rebecca Harvey, executive vice president global brand management, family and brands, eOne. “Music has always been central to the appeal of the show around the world, so we’re delighted to share these new musical arrangements with Peppa’s many fans during the brand’s anniversary year. We hope it will become the perfect soundtrack for families to enjoy at home, on the go and at party celebrations.”

“Peppa Pig’s” My First Album follows on from the launch of “PJ Masks” album Heroes Foreverin May, which generated more than 150,000 streams globally in its first week.