Viacom18 Consumer Products Partners with Point Cove to Launch a Vibrant Kids Apparel Collection Inspired by MTV

Viacom18 Consumer Products, the consumer merchandising and licensing division of Viacom18, has teamed up with Point Cove, a clothing company based in California, to introduce an exciting range of apparel designed for children aged 3-14 years.

This collaboration signifies a significant milestone, as MTV expands its renowned franchise into the children's market for the first time in India. The SS'23 collection, officially licensed and priced at Rs 299, showcases a playful array of colors that embody the spirit of MTV. Customers can purchase the collection on Ajio.com and at over 500 Reliance Retail stores, including Trends and Trends Junior.

With the theme "Play, Pause, Rewind," the collection effortlessly combines MTV's distinctive imagery, bold graphics, and vibrant colors with Point Cove's unwavering commitment to quality, comfort, and exceptional craftsmanship, bringing the partnership to life.

Sachin Puntambekar, Business Head, Consumer Products, Viacom18 said, “We are delighted to partner with Point Cove and introduce MTV's first-ever kids' collection in India. This collaboration allows us to extend the magic of MTV to a younger generation. Together with Point Cove, we aim to give fans an exciting range of products that encapsulate the essence of MTV and express their fandom."

Nitin Sehgal, Senior VP and Chief Merchandising Officer at Reliance Retail, Fashion and Lifestyle said, “We are happy to launch our licensed collaboration range, MTV X POINT COVE. This enhances our licensing partnership with Viacom 18 with the purpose to bring a differentiated assortment to customers. This curated and collaborated special edition is playful, vibrant, and offers more than one reason to cheer for our fashion-seeking young audience.”