The on-going and exponentially growing trend of licensed fashion merchandise is no surprise, given the abundance of entertainment content, the ardent fan base, penchant for brands or labels and increasing internet penetration.
Doraemon has gotten too old for this generation of kids, but Frozen never gets old. For me selling a Doraemon is difficult than selling a Princess or Frozen merchandise, says Samir Virani of Its Our Studio.
While fashion leads the pack as trending licensing avenue in terms of volumes, home dcor especially soft furnishing is catching up. Vandana Gupta of Belkado talks to Retailer about the licensed range of soft furnishing and her experience with licensing.
As kids are gradually catching up with the latest vogue and acquiring fashion-related products, licensing for kids' apparel segment is seeing a new growth horizon, both in monetary terms as well as popularity.