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Danish toy manufacturer Lego is planning a significant retail expansion in India, aiming to open 50 stores by 2030 as it increases investments in one of its fastest-growing Asian markets. The move comes amid rising disposable incomes and growing demand for screen-free play experiences, according to a senior executive.

The family-owned brand, globally recognised for its colourful building blocks, competes in India with American toy giants Mattel and Hasbro, along with homegrown player Funskool. Consultancy Ken Research has valued India’s toy market at approximately $1.8 billion.

"India is one of the biggest markets from a potential perspective within Asia," Bhavana Pandey Mandon, country manager for Lego India, told Reuters on the sidelines of an event.

She further noted that the company has an accelerated growth strategy for India and is allocating substantial resources toward expansion, though specific investment figures were not disclosed.

In India, Lego has positioned itself as a premium brand, focusing on large, experience-driven stores in metropolitan cities while leveraging online platforms and other retail formats to reach emerging markets. Currently, the company operates four branded outlets in Gurugram, Bengaluru, and Chennai, with plans to prioritise major metros in the next phase of expansion.

Mandon highlighted that online sales contribute around 50 per cent of Lego’s revenue in India, while quick commerce accounts for slightly over 10 per cent.

The company’s strong growth in the country has been fueled by parents increasingly investing in screen-free play options and rising interest from adult hobbyists. According to Mandon, the India business is expanding at over 50 per cent annually, significantly outpacing the company’s single-digit global growth.

Formula 1-themed Lego sets have performed particularly well in India, surpassing expectations and making the country one of the leading Asian markets for the range in 2025, she said.

While discussions with the Indian government regarding local manufacturing are underway, there are currently no immediate plans to begin production in the country, Mandon added.

Citara, the entertainment company co-founded by filmmaker Tutu Sharma and entrepreneur Rahul Nehra, is expanding its presence in Gujarat with confirmed locations in Jamnagar and Rajkot. This move marks the company’s maiden foray into the state, aligning with its broader growth strategy across the country.

Citara is a cinema-themed entertainment destination designed primarily for India’s Tier II, III, and IV cities, offering small-capacity, technology-enabled theatres that deliver a multiplex-like experience at affordable pricing. The format combines premium cinema with complementary lifestyle and entertainment elements, positioning Citara as a community-driven hub aimed at bridging the entertainment access gap in smaller markets.

The locations in Gujarat will introduce a converged entertainment format that brings multiple content categories under one roof. Programming will include first-day-first-show film screenings, stand-up comedy, short-format content, children’s films, curated screenings of classic films, musical performances, and digital-first content such as reels and creator-led formats. The model is designed to provide a single destination for diverse entertainment formats and emerging talent.

The company stated that its expansion into Gujarat is designed to meet the soaring demand for experiential, community-focused entertainment beyond conventional cinema. Citara envisions its venues as dynamic spaces where films, live performances, and creator-driven content come together, supported by advanced technology and premium infrastructure.

Co-founder Tutu Sharma said the company sees Gujarat as an important market with strong audience engagement across film, comedy, and live entertainment. Rahul Nehra, Managing Director, added that Jamnagar and Rajkot were selected based on their cultural activity and potential for scalable entertainment formats.

Citara stated that the Gujarat launch is part of its plan to establish a wider footprint across key regional markets. The company expects the new locations to contribute to the development of local talent while offering audiences access to a broader range of content formats in a single venue.

Read More - Roongta Cinema: A Premium Multiplex Franchise for Emerging Indian Markets

Life360 and Sanrio have unveiled their latest collaboration—a charming new range of Tiles featuring Hello Kitty and Friends—perfectly timed for the back-to-school season. This launch marks the second partnership between the brands, following the overwhelming sell-out success of their debut collection.

The limited-edition series introduces four fresh designs available in both Tile Mate and Tile Slim formats. Shoppers can currently find the collection on Tile.com and at Walmart, with expanded availability set to roll out to Best Buy and Target in the coming weeks.

These Hello Kitty and Friends Tiles are equipped with all the upgraded features announced by Life360 and Tile in the fall of last year. This includes an extended Bluetooth range for easier tracking, louder ringtones to quickly locate misplaced items, and a fully integrated SOS function for enhanced safety. All these capabilities are accessible through the Life360 app, offering families an added layer of protection and peace of mind.

With playful Hello Kitty-themed designs, the trackers are crafted to help parents and children keep tabs on school essentials—whether it’s backpacks, lunchboxes, or musical instruments—through the bustle of daily routines.

The partnership with Life360 reflects Sanrio’s ongoing strategy to merge its beloved characters with innovative lifestyle solutions that appeal to fans of all ages.

With functionality, safety, and style rolled into one, the new Hello Kitty and Friends Tile collection is set to be a must-have for both collectors and families as the school season gets underway. 

Mattel has partnered with Outright Games to launch Barbie Horse Trails, a single-player open-world adventure game set to release on October 10 for Nintendo Switch, PlayStation 4, PlayStation 5, Xbox Series X|S, and PC via Steam.

In the game, players step into the shoes of Barbie “Brooklyn” Roberts or Barbie “Malibu” Roberts as they explore the picturesque Canterbury Trails Park with their beloved horse, Lucky. The adventure spans diverse environments, from colorful wildflower meadows and lush forests to serene mountain ranges and tranquil lakes. Along the way, players will collaborate with park rangers and Ken's aunt, Lady Carson, to refresh and beautify the park, while also reconnecting with familiar friends like Ken, Teresa, Nikki, and Daisy, who bring side missions and fun challenges to the journey.

“With ‘Barbie Horse Trails,’ our teams set out to create an experience that offers players a rich, hands-on adventure rooted in exploration and creativity. From riding through unique environments to customizing characters and completing in-game challenges, the gameplay is designed to be immersive, engaging and fun for all ages,” shared Erika Winterholler, Head, Business Development and Digital Gaming, Mattel.

"It's a privilege to collaborate with Mattel again on such an iconic brand and incorporating the beloved equestrian element into ‘Barbie Horse Trails’ really takes the adventure to new heights. We've created a game that immerses players in a beautiful open-world environment full of exciting adventures, making it an experience that fans of all ages will love,” shared Stephanie Malham, Managing Director, Outright Games.

LEGO India, in collaboration with Formula 1, is launching an immersive event that merges the excitement of motorsports with the creativity of LEGO play, offering children and families across India a one-of-a-kind racing adventure. This engaging initiative is designed to spark imagination and learning through hands-on activities, appealing to both curious newcomers and die-hard F1 fans.

The event will debut in Pune at Phoenix Marketcity from August 8 to 17, followed by Bengaluru at Orion Mall from September 5 to 14. Visitors will experience the high-octane world of Formula 1 through interactive LEGO zones that transform iconic race track elements into playful building activities. The initiative also features a special appearance by Narain Karthikeyan, India’s first Formula 1 driver, who will meet fans in both cities and celebrate the fusion of speed and creativity.

Children will test their limits in challenges such as Racer Reflexes & Pedal Power, which evaluate their reaction time and stamina, simulating the quick instincts of real F1 drivers. In the Rapid Repairs zone, participants must race against the clock to assemble and repair LEGO F1 cars, mimicking high-pressure pit stops. The Gear Up Garage & Virtual Velocity segment allows budding engineers and racers to step into the role of a team principal, designing their dream LEGO F1 car and taking it for a spin on a virtual high-speed simulator. The event will culminate in Race Day – The Ultimate LEGO Grand Prix, where participants can launch their LEGO F1 cars on a dedicated circuit, experiencing the thrill of race day and cheering one another on. Select participants will also receive exclusive F1-themed LEGO sets to take home.

Julia Goldin, Chief Product & Marketing Officer, the LEGO® Group, said, “At the LEGO Group, we have a proud history of having recreated many F1 cars in LEGO brick form in the past, and we believe this new partnership, through LEGO play and building, will help bring the spectacle of this sport even closer to all fans. It will enable them to celebrate their passion of the sport in more immersive and exciting ways and will see the power of LEGO creativity and imagination further enhance the thrill of F1. We look forward to unveiling all that this exciting partnership has to offer to both lifelong and new Formula 1 and LEGO brand fans alike, at home and on track.”

Emily Prazer, Chief Commercial Officer of Formula 1 said, “The LEGO brick has ignited a spark of creativity and passion for building in millions of children and adults around the globe. Through this partnership, fans will be able to recreate and reimagine the world of Formula 1, brick by brick, delving deeper into the intricacies of the mechanics and technology behind the sport through play. We look forward to bringing the drama and excitement of Formula 1 to the LEGO Group’s passionate network of builders and giving our fans another means to enjoy the sport with their friends and family.”

This family-friendly initiative is not only a celebration of F1 and LEGO but a reminder that while racing may begin on the track, the joy of building lives wherever imagination takes shape—across ages, spaces, and generations.

Royal Stag BoomBox, the flagship music IP of Seagram’s Royal Stag in collaboration with Universal Music Group (UMG), returns with a powerful new track under its acclaimed Royal Stag BoomBox Originals banner. Titled “Maybe”, the new release is a genre-blending collaboration featuring singer Armaan Malik and rapper Ikka, offering an emotional exploration of love’s uncertainties through a fusion of Bollywood melodies and hip-hop beats.

After striking a chord with audiences through past hits like Pehle Jaisi Baat Nahi, Hoodie, Mohabbat, and Imtihaan, Royal Stag BoomBox now unveils the third and final original of the season. The track “Maybe” continues to embody the brand’s youth-forward spirit of “Living It Large”, combining music, emotion, and culture into an immersive sonic experience.

Singer Armaan Malik added, “Maybe’ is a song that really comes from the heart – it’s honest, emotional, and speaks to that feeling of uncertainty in love,” shared singer Armaan Malik. “Working with Ikka brought a fresh energy and dimension to the track. I’m proud of what we’ve created together. Platforms like Royal Stag BoomBox are incredible because they allow artists to experiment, push boundaries, and connect with audiences in ways that feel truly authentic.”

Rapper Ikka shared, "'Maybe' isn't just a love song—it's a vibe, a reflection of how we all wish we could hold onto the good times a little longer. Collaborating with Armaan allowed me to explore a softer, more reflective side of my music. Royal Stag BoomBox has created a space where artists can truly experiment and express themselves—and that's what makes this collaboration special."

Kartik Mohindra, Chief Marketing Officer and Head of Global Business Development, Pernod Ricard India said, “The universal language of music, has this remarkable power to unite people and create moments of pure magic. Royal Stag continues to celebrate music as its key youth passion pillar. With Royal Stag Boombox Originals we are set to elevate the experience with exciting new soundscape, blending the melodies of Bollywood with the pulsating beats of Hip-Hop, truly exemplifying the brand philosophy of Living It Large."

Preeti Nayyar, SVP & Business Head - India & South Asia, UMG For Brands, stated “Royal Stag Boombox stands for bold expression and creative freedom to cross over from familiar sonic to discover new ones. At UMG for Brands, we are proud to support a platform that gives artists the space to experiment, blend genres, and create music that speaks to the youth. Royal Stag BoomBox Originals continues to bring together incredible voices from different musical worlds and turn them into unforgettable collaborations. It’s a true reflection of the evolving sound of India.”

Following the success of this season's earlier releases—“Sigh” by Nikhita Gandhi and Dino James, and “Sajna Mera” by Neeti Mohan, Panther, and Ravator—“Maybe” rounds out the trio of original tracks with a heartfelt narrative that captures the delicate emotional moments between hope and hesitation in love.

Tytan Toys is all set to elevate playtime with the introduction of its latest innovation — JUMBO magnetic tile sets. Designed with more pieces and a greater variety of tile shapes than ever before, these expanded sets offer endless possibilities for imaginative play. Two exciting Disney-themed JUMBO sets are scheduled to debut this month.

Among the new releases is the Disney Princess Magnetic Tile JUMBO Castle Set, which includes an impressive 167 pieces in translucent shades of pink, blue, and white. Adding an extra layer of fun, the set also incorporates 3D tiles, slides, and a marble for a full-fledged marble run experience. Beloved characters such as Moana, Rapunzel, and Ariel appear as magnetic tile figures, making the set a dream for every Disney Princess fan.

Joining the lineup is the Disney Junior Mickey Mouse JUMBO Train Magnetic Tile Set, complete with 112 vibrant pieces. This set introduces specialized tiles to build train tracks, a station, and more, complemented by reusable sticker sheets featuring Mickey, Minnie, and Pluto to spark storytelling and role play. To guide young creators, a workbook is included to provide building ideas and inspiration.

These new additions to the Tytan Toys lineup are set to become a staple in households that value creative play. Whether children are crafting a dreamy castle with their favorite princesses or building an exciting railway with classic Disney characters, the JUMBO sets provide a bigger, bolder, and more interactive play experience.

Parents and gift-givers can look forward to the JUMBO Disney Collection Sets being available for purchase on TytanToys.com, Amazon, and Kohl’s stores later this month.

As the beloved sci-fi series Stranger Things gears up for its fifth and final season, Netflix is collaborating with a lineup of major brands to offer fans exclusive, themed merchandise and immersive experiences inspired by the world of Hawkins. This week-long rollout of partnerships is designed to build excitement and nostalgia ahead of the show’s epic conclusion.

Among the headline collaborations is a partnership with the WNBA and Indiana Fever, bringing back a limited-edition jersey inspired by the eerie world of the Upside Down and the fictional town of Hawkins, Indiana. The unique jersey made its on-court debut during the Indiana Fever’s home game against the Las Vegas Aces on July 24, and will continue to appear throughout the season. Fans can now purchase the Indiana Fever x Stranger Things jersey and other themed merchandise.

Cookie lovers can rejoice as Chips Ahoy! introduces a new limited-edition "Stranger Things" cookie, channeling the show’s iconic visuals. The cookie features a chocolate base loaded with fudge chips and a red strawberry-flavored filling, inspired by the show’s sinister Rifts—portals leading to the Upside Down. Available for pre-sale now, the cookies will be on shelves nationwide starting August.

For fans of Eddie Munson and his iconic Hellfire Club, Dungeons & Dragons is releasing a special tabletop experience titled "Stranger Things: Welcome to the Hellfire Club." The game includes four original adventures based on the first four seasons and features terrifying creatures like Demodogs and Demobats. It’s now open for pre-order.

LEGO is also getting in on the action with an exclusive Brickheadz set featuring Hawkins' beloved quartet—Mike, Lucas, Will, and Dustin—reimagined in block form. Fans can pre-order the set now, with shipping scheduled for October 1.

Meanwhile, Palermo’s Surfer Boy Pizza, the fictional brand featured in the show, is making a real-world comeback with a refresh of its frozen pizza line. Featuring four flavors, the pizzas now include retro-inspired packaging and limited-edition holographic stickers hidden inside—adding an extra element of collectibility. The pizzas are available now at Walmart and other retailers nationwide.

And for those awaiting the return of the series itself, the final season of "Stranger Things 5" will be released in three volumes. 

With immersive merchandise and exclusive tie-ins, Netflix is ensuring fans can celebrate the show's epic conclusion in unforgettable fashion.

Mattel and Hasbro have joined forces to debut a special crossover line featuring Masters Of The Universe x Transformers Megatron Armor Skeletor and Masters Of The Universe x Transformers Bumblebee Armor Man-At-Arms action figures.

This collaboration was officially revealed exclusively during San Diego Comic-Con.

The Megatron Armor Skeletor figure showcases Skeletor, the infamous villain from MOTU, equipped with the formidable armor of Transformers' main antagonist, Megatron.

Crafted within the MOTU Origins collection, the figure is built in a 5.5-inch scale and includes 16 points of articulation. It offers premium detailing along with weapon accessories. Its modular design enables fans to swap, mix, and display parts with ease.

Meanwhile, the Bumblebee Armor Man-At-Arms figure features the character wearing the recognizable yellow armor. Also produced at the MOTU Origins 5.5-inch scale with 16 articulation points, it includes finely detailed features, removable armor, and weapons. Modular components offer the ability to interchange parts for custom display. This opens up numerous possibilities for fans to create hybrid versions of their favorite characters across both universes.

To tie the entire concept together, both figures come packaged with a mini-comic that explains the crossover storyline. This comic provides narrative context for the figures, helping fans imagine how these worlds collided and what roles these armored-up versions of Skeletor and Man-At-Arms play in their shared universe.

With this partnership, Mattel and Hasbro are not only delivering highly detailed, articulated figures but also celebrating the rich histories of their flagship brands. These figures are expected to be highly sought after by collectors and are likely to become standout pieces in any Masters of the Universe or Transformers collection.

Chinese toy company Pop Mart, the creative force behind the viral Labubu dolls, has announced a significant profit increase for the first half of this year, driven by explosive global demand. The Beijing-headquartered brand revealed that its profits are expected to rise by more than 350 percent, with revenues more than tripling during the same period.

Best known for its “blind box” toys—packaging that conceals the toy inside until it’s opened—Pop Mart has faced scrutiny for allegedly promoting gambling-like tendencies and encouraging impulsive buying behavior.

Since their launch in 2019, the Labubu dolls have transformed Pop Mart into a global retail powerhouse, with more than 2,000 vending machines and stores worldwide. The company made its debut on the Hong Kong Stock Exchange in 2020, and its market valuation has skyrocketed by nearly 600 percent in the past year alone.

By 2024, international markets accounted for nearly 40 percent of Pop Mart’s total revenue. Stores worldwide have had to temporarily suspend Labubu sales to keep up with overwhelming consumer demand.

The Labubu craze has particularly caught fire in the United States, fueled by celebrity endorsements from stars like Kim Kardashian and Blackpink’s Lisa.

Currently valued at over $40 billion (£31.6 billion), Pop Mart credits its growing profitability to increased global brand recognition and tighter cost controls. The Labubu dolls—whimsical elf-like characters with distinctive jagged teeth—have captivated collectors and led to long queues outside stores globally.

Collaborations with high-profile partners, including Coca-Cola and the anime franchise One Piece, have further amplified Labubu's international appeal.

"According to M Science, a US-based equity research firm, Labubu sales in the US surged by 5,000 percent year-on-year in June. I’ve not seen anything like this from other toy companies,” said Vinci Zhang, Senior Analyst at M Science. Zhang also noted Pop Mart’s strong potential in the US market, where it currently runs about 40 outlets compared to roughly 400 in China.

This intense popularity has spurred a thriving resale market, with the $10 dolls fetching hundreds of dollars among collectors. In June, a human-sized Labubu doll sold at auction in Beijing for a staggering $150,000.

The Lumistella Company and Outright Games have joined forces to introduce the first-ever Elf on the Shelf video game, titled “The Elf on the Shelf: Christmas Heroes.” Scheduled for release on Oct. 17, the game will bring a beloved holiday tradition to life on multiple platforms, including Nintendo Switch, PlayStation 4, PlayStation 5, Xbox One, Xbox Series X|S, and PC—available through both Steam and the Microsoft Store.

"Over the last two decades, The Elf on the Shelf has become a treasured part of the holiday season for so many families around the world. From playful moments to heartfelt memories, the tradition brings people together in meaningful ways. Through the launch of Christmas Heroes, we're excited to offer a new way for families to engage with the magic, inviting them to create more joyful traditions and experience the North Pole like never before,” shared Chanda Bell, Co-Founder and Co-Chief Executive Officer, The Lumistella Company.

Transforming players into Scout Elves-in-training, the game challenges them on a mission to gather Christmas Spirit and rescue the holiday season. This 2D puzzle-platformer features 24 levels, ranging from Scout Elf Bootcamp all the way to Santa's Workshop. Throughout the game, players will navigate seasonal obstacles, solve puzzles, and enjoy festive gameplay crafted to entertain all ages.

Developed with accessibility in mind, “The Elf on the Shelf: Christmas Heroes” is designed for players aged five years and older. It incorporates family-friendly features such as auto-collection and invincibility mode, ensuring that gamers of all skill levels can join in the holiday fun.

Stephanie Malham, managing director, Outright Games stated, “We're delighted to team up with The Lumistella Company to turn a cherished holiday tradition into an engaging, interactive journey. Our goal was to make a game that feels like opening the door to Santa's workshop. The world of The Elf on the Shelf is so rich with charm and curiosity, we wanted to pack every level with that same playful energy. It's a game full of heart, humor, and holiday magic, where kids and their families can feel like true Christmas heroes.”

With its unique blend of nostalgia, interactive adventure, and family-friendly design, “The Elf on the Shelf: Christmas Heroes” promises to deliver a festive experience that brings the magic of the holiday season directly to the hands of players around the world.

Homegrown audio and wearable tech brand boAt has unveiled an exclusive collaboration with the globally loved anime franchise Naruto, marking a notable cultural moment in India’s expanding anime fandom. The brand is introducing special Naruto-inspired editions of two of its popular products — the boAt Rockerz 460 Bluetooth Headphones and the boAt Stone 350 Pro Portable Bluetooth Speaker.

This limited-edition collection is designed to resonate with India’s Gen-Z anime enthusiasts and celebrates iconic characters from the Naruto universe, including Naruto, Kakashi, and Itachi. The collaboration extends beyond products, branching into events and immersive community experiences that speak directly to the growing anime culture in the country.

Tailored for anime fans who crave immersive sound, the boAt Rockerz 460 Naruto Edition is equipped with dual 40mm drivers, boAt Signature Sound, and BEAST Mode for low-latency audio. The headphones also come with ENx technology for enhanced call clarity, Dual Pairing to switch easily between devices, and up to 30 hours of playback. 

Compact yet powerful, the boAt Stone 350 Pro Naruto Edition brings anime energy to any gathering with 14W boAt Signature Sound and punchy bass, complemented by vibrant RGB lighting that reacts to your music. With support for Bluetooth v5.3, AUX/TF card input, hands-free calling, and up to 12 hours of playtime, the speaker offers convenience and portability. Its IPX5 water and sweat resistance make it perfect for anime-themed workouts or rainy day sessions.

boAt is amplifying the launch with offline and online activations, including themed experiences like the Ramen Rave at Kuuraku Mumbai, Naruto Runs with Bombay on Foot, and exclusive Blinkit drop activations. The campaign also features collaborations with top anime content creators and Gen-Z influencers to deepen its impact within India’s vibrant anime community.

The LEGO Group, in partnership with Hasbro, has announced its latest addition to the LEGO Icons “Transformers” series: the all-new Soundwave model set, designed to deliver an immersive and nostalgic building experience specifically for adult fans and collectors.

This collectible build faithfully reimagines the legendary Decepticon Soundwave, one of the most recognisable characters from the Transformers universe, along with his loyal cassette companions. Every detail is brought to life through a dynamic LEGO brick design that celebrates Soundwave’s unique style and mechanical charm.

The LEGO Icons Soundwave set invites fans to construct an intricately detailed version of the beloved villain. Featuring 1,505 pieces, the build includes poseable joints, a functional cassette bay, and a seamless conversion system that lets builders switch between Soundwave’s robot and cassette player modes — all without taking the model apart. Pressing Soundwave’s play button activates a special touch: recorded voice and sound effects, marking the first time a LEGO Transformers set integrates audio to enhance the experience.

Joining Soundwave are two of his iconic cassette sidekicks, Ravage and Laserbeak. Both can be built and transformed into mini cassette tapes that fit neatly inside Soundwave’s chest bay, just like in the original series. To further elevate the authenticity, the set comes with classic accessories, including a rocket pod, laser blaster, and darts, staying true to the character’s formidable arsenal.

A display plaque highlighting Soundwave’s power stats completes the collector appeal, making this model a striking centerpiece whether displayed at home or at the office. With Soundwave’s arrival, the LEGO Icons “Transformers” range now expands its villain roster, complementing existing fan favourites such as the LEGO Icons Optimus Prime and LEGO Icons Bumblebee sets.

This launch reaffirms LEGO’s commitment to delivering creative, nostalgia-driven builds that celebrate iconic pop culture franchises for adult fans around the world.

Ultra Soft Toys, the plush toy division of the four-decade-strong Ultra Media & Entertainment Group, made a notable splash at Toy Biz 2025 with the launch of its new ‘Cuddle & Calm’ collection — a range of weighted plush toys and sensory companions designed to support emotional wellness for both children and adults.

The thoughtfully crafted Cuddle & Calm line includes an assortment of soft, huggable companions such as weighted avocado pillows, frog travel cushions, huggable sitting cows, and sleeping elephants. These plush toys provide gentle sensory pressure, which has been shown to help regulate emotions, ease anxiety, and promote relaxation. For families and individuals in today’s fast-paced world, these tactile companions are positioned as everyday tools for comfort and calm.

“We’re seeing that plush toys are becoming more than just gifts—they’re companions for emotional resilience. Weighted toys, in particular, offer calming pressure and tactile comfort that appeals across age groups. At Toy Biz, we also previewed key elements of our upcoming festive and cultural lines, including the ‘Joyful Bonds’ gifting range—set to launch in time for Raksha Bandhan, Diwali, and Christmas—and ‘Ram Sena’, a mythology-inspired plush series aimed at engaging young minds through storytelling. The Joyful Bonds line will feature custom name embroidery, aroma-infused plush hampers, and storytelling-based gift sets, tailored to modern gifting preferences,” shared Brinda Agrawal, Head of Product Development at Ultra Soft Toys and Marketing Head at Ultra Media & Entertainment Group.

Ultra Soft Toys’ participation at Toy Biz comes on the back of strong momentum, with the brand reporting a 27 percent year-on-year growth and setting its sights on an ambitious 35 percent revenue growth target for FY25–26. This growth trajectory is supported by the company’s doubled production capacity and its expansion into new international markets, including the Middle East and Europe.

“With the world discovering the emotional power of plush toys, we are scaling up our Noida manufacturing facility, built in alignment with the Make in India initiative, to meet both domestic and global demand,” said Sushilkumar Agrawal, Founder and CEO of Ultra Media & Entertainment Group. 

The festive season remains a key driver for Ultra Soft Toys, accounting for nearly 40 percent of the company’s annual revenue. In preparation, the brand is ramping up inventory buffers, expanding regional warehousing, and forging new retail partnerships to ensure a seamless supply chain. Alongside this, digital campaigns and influencer collaborations are being rolled out to strengthen the company’s position in the premium plush gifting segment.

“Whether it’s a gift, a travel buddy, or a self-soothing tool, we’re building plush toys that reflect modern emotional needs and Indian values. From wellness to festivals to cultural storytelling—we’re making toys that truly connect," shared Brinda Agrawal.

As Ultra Soft Toys continues to blend manufacturing excellence with innovation and emotional storytelling, its latest launches position the brand to meet evolving consumer expectations — reinforcing its place as a trusted companion in the lives of families, children, and adults alike.

American watchmaker Timex has unveiled a bold new collaboration with acclaimed filmmaker James Gunn — co-head of DC Studios and the writer, director, and producer of the highly anticipated upcoming Superman movie, set to be one of this summer’s biggest releases. Together, Timex and Gunn are uniting to honour one of pop culture’s most enduring superheroes while celebrating the everyday hero that lives in all of us.

This unique partnership is rooted in the belief that “Time is a superpower.” For Timex, it’s about the seconds spent helping someone, the minutes spent taking a stand, and the hours given wholeheartedly — doing the right thing, right on time. Whether you’re lifting others up, fighting for what’s right, or simply pushing through the day, every moment holds the potential for heroism. A Timex watch is a constant reminder that it’s always time to own your moment.

Adding a meaningful layer to the story, audiences will see Lois Lane wearing the Timex Cavatina throughout the film. With its delicate yet enduring design, the Cavatina perfectly captures the strength, intelligence, and timeless elegance that Lois Lane represents — qualities that make her one of the most iconic female characters in cinema.

"What makes Superman such an enduring and beloved hero is not solely his physical might but his innate goodness and strength of heart. Lois’s central role in the story was intentional in every character detail to reflect that same spirit, including her choice of watch. Her relationship with Clark is rooted in trust, resilience and enduring connection, and who better to bring those values to life than Time,” shared James Gunn. 

This partnership adds a fresh chapter to Timex’s legacy of memorable collaborations, blending timeless craftsmanship with culture and storytelling. By connecting cinematic history with everyday moments, Timex and James Gunn are inviting everyone to remember that true heroism can be found in the moments we choose to make a difference.

Following the successful launch of its K-Bomb noodles last year, Too Yumm! has witnessed strong traction among fans of Korean-style noodles. Now, the brand has announced its partnership with Bollywood actor Ananya Panday as it looks to strengthen its position in the premium noodles segment.

“Her influence and relatability make her an ideal fit to drive brand appeal to modern, mindful consumers,” said Yogesh Tewari, Chief Marketing Officer, Too Yumm!

Building on the momentum, Too Yumm! has added three exciting new flavours to its K-Bomb noodles range — Kimchi, Korean Chicken, and Sichuan Pepper Corn — complementing the existing Hot n Spicy and Tom Yum variants. To cater to busy consumers, it has also rolled out an OTG (On-The-Go) cup noodles pack, adding a layer of convenience to its offerings.

The brand’s association with Ananya Panday kicks off with an engaging content series titled ‘Slurp n Spill’. The high-energy, rapid-fire podcast will see Ananya showcasing her trademark sass, spontaneity, and love for snacking.

To amplify the campaign, Too Yumm! rolled out QR code activations across Mumbai, Delhi, Bangalore, and Kolkata, directing consumers to digital content. Eye-catching Manga-inspired OOH installations were also part of the launch.

“Consumers today are increasingly averse to traditional advertising. To truly connect with them, brands need to offer something of value—whether it’s humor, entertainment, or insight. A celebrity podcast delivers on all fronts, seamlessly blending storytelling and star power. Our goal isn’t just for consumers to see our ad—it’s for them to enjoy the experience,” added Tewari. 

"This new campaign reflects Too Yumm!’s focus on reshaping the noodles category by catering to evolving consumer preferences. “Too Yumm! has earned its place as a trusted snack brand. K-Bomb is our answer to the growing demand for meals that are indulgent, flavourful, and satisfying. It’s a ramen bomb that doesn’t just fill you up, but fires up your taste buds," further stated Tiwari. 

Too Yumm! appears poised to ride this wave by offering products that marry great taste with convenience and a cool, youthful vibe. With Ananya Panday’s charm and a flavour-packed line-up, the brand is ready to slurp up a bigger share of the premium noodles segment.

GRB Ghee, renowned for its purity and authenticity, has unveiled a new integrated brand campaign featuring the legendary Malayalam cinema icon, Manju Warrier. More than a conventional brand endorsement, the collaboration is a heartfelt tribute to Kerala’s deep-rooted culinary traditions and emotional connection with food.

For Malayalees, food is not merely sustenance—it is a ritual steeped in love, heritage, and togetherness. The campaign film taps into this sentiment, showcasing evocative moments such as the aroma of a grandmother’s dosa, festive biryanis, and joyful Onam feasts—all tied together by the comforting, familiar flavour of GRB Ghee. Through Warrior’s presence, the campaign paints a vivid picture of how the brand brings a sense of home and authenticity to every meal.

“For us, Kerala represents not just customers, but connoisseurs of heritage. Malayalee consumers don’t just buy products—they embrace experiences that reflect their cultural identity. The state is home to evolved, discerning consumers who value authenticity, purity, and quality. At GRB, we have always respected these expectations and worked to exceed them. This campaign featuring Manju Warrier is our sincere tribute to the refined culinary sensibilities of Kerala,” shared Bala Karthik, Director, GRB. 

Positioned as part of GRB’s larger brand strategy, the campaign strengthens the brand’s commitment to delivering culturally resonant and regionally tailored messaging. It aims to build deeper emotional engagement with consumers, not only in Kerala but across India.

Manju Warrier commented, “GRB Ghee is more than a kitchen staple—it represents purity, trust, and a deep emotional connection to our way of life. I’m proud to associate with a brand that understands the emotions behind everyday meals and the cultural significance of food in Kerala.”

The campaign is currently live across television, digital, and social media platforms, bringing its message into homes across Kerala and connecting with families that celebrate food as an expression of culture, emotion, and identity.

Outright Games, in partnership with Nickelodeon, has officially announced their latest family-friendly gaming title, PAW Patrol Rescue Wheels: Championship—a dynamic kart racing game based on the globally beloved PAW Patrol franchise. The new game is set to release on October 31, 2025, and marks the first time the pups will be featured in a high-speed monster truck racing format.

In PAW Patrol Rescue Wheels: Championship, players can take control of their favorite characters from the show and engage in exciting races filled with drifting, jumping, and mid-air stunts. The game features 12 tracks and three recognizable arenas inspired by the animated series, including iconic locations such as Adventure Bay, the Mountain, and Foggy Bottom.

A standout feature of the title is the ability for vehicles to transform into monster trucks mid-race, unlocking special powers and unique racing mechanics.

“With ‘PAW Patrol Rescue Wheels: Championship,’ we wanted to create a special accessible racing experience the whole family can enjoy together. The monster truck transformation feature adds an exciting new dimension to the gameplay that we believe will delight fans. We've worked closely with Nickelodeon to ensure this game captures the fun and adventure that has made PAW Patrol a global phenomenon,” shared Stephanie Malham, managing director, Outright Games.

Designed for players as young as three years old, the game includes easy-to-use controls that still offer enough complexity to keep older siblings and parents entertained. It features a local co-op mode that allows family members or friends to race together on the same screen. Players can enhance their performance by executing stunts and collecting power-ups throughout the race to gain a competitive edge.

The game’s Monster Truck Transformation system allows for thrilling mid-air tricks, and fans of the show will enjoy seeing familiar landscapes come to life in vivid detail. With a combination of fast-paced action and interactive gameplay elements, PAW Patrol Rescue Wheels: Championship is set to deliver an engaging kart racing experience for kids and families alike.

The game will be available on major platforms, including Nintendo Switch, PlayStation 4, PlayStation 5, Xbox One, Xbox Series X|S, and PC.

In anticipation of the release of James Gunn’s Superman, set to hit theatres on July 11, JBL has partnered with Warner Bros. Discovery Global Consumer Products India to roll out an immersive campaign titled “The Sound of Greatness.” The collaboration leverages JBL’s signature audio experience to bring the excitement of the iconic superhero to life, both online and in stores across India.

As part of the initiative, JBL is showcasing its premium Live Series Headphones, True Wireless earbuds, and Soundbars, which form the heart of the campaign. More than 2,000 retail outlets across the country now feature interactive Experience Zones and specially designed display walls where visitors can enjoy the Superman trailer with JBL’s Soundbars equipped with Dolby Atmos and MultiBeam technologies for an elevated audio-visual experience.

Taking the campaign a step further, JBL has also introduced a retail activation program that includes a points-based reward system, giving customers the opportunity to win exclusive JBL products and official Superman merchandise.

The campaign extends across JBL’s digital and physical retail footprint, incorporating co-branded displays, visually engaging merchandise, and themed promotional products to create a unified brand presence. Social media is playing a central role, with the #TheSoundofGreatness campaign inviting fans to share their favorite features of JBL products. Winners will receive movie tickets to watch Superman on the big screen.

“JBL is synonymous with powerful audio that inspires through sound, making them an ideal partner to engage fans around Superman, the original Super Hero who has inspired generations for more than 85 years. We’re excited for fans to see these two forces coming together for a series of high-performance experiences, promotions, and activations,” shared Vikram Sharma, Group Vice President for APAC, Warner Bros. Discovery Global Consumer Products. 

The partnership is a strategic brand alignment, connecting JBL’s rich legacy in sound innovation across theatres, homes, and concerts with the timeless appeal of one of DC’s most beloved characters.

“We are excited to collaborate with Warner Bros. Discovery Global Consumer Products India on this iconic partnership as it brings together two powerhouses that boast a decades-long legacy of bringing joy, happiness, and inherent goodness to people’s lives. Both brands have redefined how people experience joy through movies, music, and more. This collaboration allows us to align with pop culture in a meaningful and strategic way, elevating brand perception through premium entertainment while owning a narrative that resonates across generations. It reinforces JBL as the definitive choice for immersive sound in home & personal entertainment and expands our loyalty base by tapping into the passion and loyalty of Superman fandom across India,” stated Vikram Kher, Vice President, Lifestyle, HARMAN India.

This co-branded effort not only celebrates the legacy of Superman and DC Studios but also further cements JBL’s positioning as a leader in innovative sound technology, making it a natural fit for a film that promises high-octane action and emotional resonance.

After a successful launch in Bangalore, Dave & Buster’s is gearing up to make its Mumbai debut this June with a new outlet at Infinity Mall, Andheri West. This marks the brand’s second location in India, further expanding its footprint in the country under the leadership of the Malpani Group, its master franchisee.

The brand first entered the Indian market with a 27,000 sq. ft. flagship outlet in Bangalore’s Koramangala, which also happens to be Dave & Buster’s first-ever global franchise location. The Bangalore venue quickly gained popularity, emerging as one of the most exciting hospitality destinations in the city.

Carrying forward its signature global concept of “Eat. Drink. Play. Watch.”, the upcoming Mumbai outpost promises a high-energy experience that blends premium dining, interactive arcade games, and immersive entertainment—all under one roof. The format, already well-received in Bangalore, will be customised for local preferences while retaining the essence of the brand’s vibrant atmosphere.

“Following the phenomenal success in Bangalore, Mumbai was the obvious next destination for Dave & Buster’s. This isn’t just a venue, it’s a high-energy experience and about introducing a whole new way to eat, drink, and play. With Mumbai’s pulse for culture, community, and celebration, we’re excited to create a space that becomes the city’s go-to for entertainment that’s fresh, immersive, and unforgettable,” shared Shreya Malpani, Director, Malpani Group. 

The Malpani Group, known for its leadership in India’s outdoor entertainment segment through ventures like Imagicaaworld Entertainment, holds the exclusive rights to develop and operate Dave & Buster’s across the country. The group’s entry into the indoor entertainment category with the iconic American brand aligns with its broader vision of transforming urban entertainment in Indian metros.

As the launch date approaches, Dave & Buster’s is all set to offer Mumbai a distinctive social hub—one that redefines the intersection of dining, gaming, and nightlife with global flair and local sensibilities. With this opening, the brand continues its journey to deliver world-class entertainment experiences tailored for Indian audiences.