Recently, I came across an exclusive store for Chota Bheem merchandise in Chennai that had every product (towels, bags, footwear and more) one could possibly imagine and I’m sure every child who walked into that store hasn’t left without throwing a tantrum to own one of those products! That really got me thinking of how character merchandising has been a fast growing market in India in the last few years. We’ve all been fans of cartoons and fictional characters at some point in our life and today, we have the opportunity of buying merchandise of our favorite characters. I’m sure most of us will admit to such indulgence even though it’s a little heavy on the pocket and that weakness is what the manufacturers of such merchandise are probably tapping into!
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