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Nickelodeon expands merchandising range with Teenage Mutant Ninja Turtles toys

Partners with Toy Triangle to bring for the first time an exclusive toy range targeted at young boys

BestMediaInfo Bureau | Delhi | April 18, 2013

Indian boys can boost their action and adventure streak as the wildly popular Teenage Mutant Ninja Turtles franchise, a smashing success for Nickelodeon globally, hits Indian shores this summer. The all-time favourite reptilian brothers will be seen tackling bigger villains and tastier pizza than ever before on the treacherous streets of New York, with a new look and a new catch phrase.

The TMNT range will mark Nickelodeon’s India foray into the action toys category dedicated to adventure loving young boys. The refreshed line of Teenage Mutant Ninja Turtles (TMNT) toy products has once again been created by Playmates, the original master licensee for the property. Nickelodeon India will unveil the all-new generation TMNT toy line in association with India’s leading toy marketers and preferred distributor, Toy Triangle, starting early May.

Adding a modern twist to the existing classic toys, the new Teenage Mutant Ninja Turtles figurines constitute the most articulated Turtles toys ever made, with each figure shown in an acute level of detail and complete with their own personalised Ninja weapon. Adding further play possibilities, the line will also include an array of villains, vehicles, play-sets and role play, enabling fans to fully immerse themselves in the world of the famous brave brotherhood of four. The highlight of this range is the Secret Sewer Lair play-set, which is sure to become the hottest, must-have toy this summer. This exciting new assortment of toys is priced at Rs 699 to Rs 8,999 and will be available in leading large format retail stores across India like Hamleys, Shoppers Stop, Hypercity, Reliance Timeout, etc.

The launch will be supported by a 360 degree marketing campaign. The unveiling will happen first at Hamleys, all through the month of May, with lots of engaging contests for kids. Fans will stand a chance to win some cool TMNT merchandise and a special meet and greet with the Turtles themselves, organised across four cities – Mumbai, Delhi, Bangalore and Chennai to begin with.

The excitement does not end here. The series which has registered some great ratings across the US, the UK, Canada and Australia, is now all set to launch in India early May, coinciding with the launch of the toy range.

Sandeep Dahiya

Sandeep Dahiya, SVP & Business Head – Consumer Products, Viacom18, said, “Teenage Mutant Ninja Turtles is a unique franchise that not only appeals to today's kids but also resonates very strongly with their parents, given its historic frenzy in the 80s. We are more than confident of TMNT raking up the same frenzy in India once again. Beginning with toys, Teenage Mutant Ninja Turtles will soon force their way into other key categories – stationery, back-to-school, publishing and apparel, amongst others."

Syed Adil Qamar, Country Head, India, Toy Triangle, said, “We are delighted to partner with Nickelodeon India on such a huge property, which is already creating waves internationally. We have already received an overwhelming response from retail buyers who believe that TMNT will reinvigorate the toy aisle in the action genre.”


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