ChuChu TV is now shifting gears to move beyond the screen. The Chennai based Indian Youtube channel has signed a pact with Dream Theatre to roll out its consumer products globally. This two year deal enables the channel to float in toys replicating its popular character and also empowers it to make the IP licence-ready.
Sharing his views on the deal, Vinoth Chander, Creative Director, ChuChu TV said that on the revenue front, channel will be getting a royalty percentage for the deals which happen, in addition to this, its characters will be upgraded to 3D. Currently, the channel has the subscriber base of over five million.
Dream Theatre has been involved in this business from quite a while and has already converted many renowned characters such as Hello Kitty, Angry Birds and Candy Crush into toys for teenagers and kids.
In India, licensing such products is in its infancy and is estimated to be worth Rs 2,500 crore. The industry has seen a massive growth in the last five-six years across areas of entertainment, sports and lifestyle, said Jiggy George, founder of Dream Theatre. ChuChu TV, which is currently doing a 13-episode series targeting platforms including YouTube Red, Amazon Prime and Netflix, plans to double its production team to 120.
In order to focus on global distribution of channel's content, company has recently partnered with MoMediaTv. This comes especially after the recently launched ChuChu TV Police series became a huge hit, with the first two episodes garnering around 60-million views in less than four weeks, added Chander.