Mumbai : The expectations and buzz were high – and one of the biggest merchandise launches of this year did not disappoint anyone, as Bollywood’s heartthrob actor Hrithik Roshan launched the official Krrish 3 collection at hotel JW Marriot in Mumbai. The country’s only superhero franchise, through its retail products, promises to touch new heights in the licensing industry.

Krrish 3 is the latest chapter in the superhero franchise created by film maker Rakesh Roshan, and stars Priyanka Chopra, Vivek Oberoi and Kangana Ranaut besides Hrithik Roshan. With Krrish 3 releasing soon, the potential for merchandise sales is stupendous.

The official merchandise, in a deal facilitated by Mumbai based licensing firm Dream Theatre includes a wide range of products across various categories. The prime attractions are the action figures of Krrish, Kaal and Kaya; kids’ apparel, school supplies, impulse toys such as frisbees and Yo-Yos, skates, ride-ons and publishing which includes activity and colouring books. Additionally, there are food products (candies, confectionery, noodles), home decor items and accessories such as pendants and cufflinks. The prices of these begin from Rs 99 and go up to Rs. 3499. The film also has consumer promotions with leading brands like Kelloggs Chocos, Cadbury Bournvita and Del Monte.

The sheer breadth of this merchandising deal makes it one of the most unique and exciting ventures of the year, that will wow children and youth alike with its attractive merchandise. The Krrish 3 licensed products range is the outcome of Dream Theatre working with Carving Dreams to ensure the brand extensions are consistent with the brand Krrish 3.

Krrish 3’s distinctive merchandise is targeted at children and youth. The range comprises more than 150 products and will be available at 5000+ chain stores, stand alone stores and on leading E-commerce sites. The franchise bears the attributes of fun, family, teamwork, friendship, adventure and action and the license programme leverages the same values across the range.

Krrish 3 will be released in multiple languages pan India and worldwide with screened at approximately 4,000 screens in India in Hindi, Tamil and Telugu.

Source : Lokesh Shastri