Kids in for a treat on Hungama with Fatak Patak and its toys

In line with successful global kids’ franchises like Pokemon, which uses toys as an integral part of the storytelling, India now has its own animated TV feature series Fatak Patak. Hungama started airing the series exclusively as a part of the 'Fatak Patak Movie Festival' every Sunday from September 17 to October 8 at 10am.

Nihodo Media, an Indo-Japanese IP company, announced the launch of the series. The series has been developed to provide children with a complete experience of animated characters on television along with the opportunity to own and play with the toys in real time, making it one of the first kids’ franchise to use toys and gameplay as an integral part of content in India.

Dream Theatre that manages iconic brands that leverage toys with animated content like Pokemon and Beyblade is managing the licensing and merchandising for this franchise and the toys are distributed by their subsidiary company – Play Planet.

'Fatak Patak' is a four-part animated TV feature series about mysterious Alienoids with incredible powers from outer space competing in the Alienoid Wrestling League.

Suhas Sundar, CEO, Nihodo Media, said, “A key desire and motivation behind this movie and toyline has been to provide Indian kids with their own indigenous IP. Though there have been a slew of great content and innovation in kids’ entertainment in the past few years, with the exception of a handful, most of the toys that dominate retail shelves are based on foreign IPs and toylines. In this regard, Indian kids have been overlooked and targeted toylines for Indian children are almost an afterthought. We wanted to change this status quo and give Indian kids their own world, their own toyline that can be fuelled further by their imagination. This toyline has been developed keeping the Indian kid in mind and hopefully we would be able to capture their imagination with both the Fatak Patak show as well as the toys.”

The main protagonists, Sher Singh and his Alienoid Gabru will be seen in pursuit of the championship and their adventures along the way in the Fatak Patak world. It is set in India with indigenous story lines and localised content that the target audience can relate to. The Alienoids appearing on the show will also be available as collectibles with pro-wrestling inspired features and elements of strategy for the kids to engage in gameplay. This is a unique undertaking as it is the first time the toyline and gameplay have been produced at the same time. The toyline will be released simultaneously along with the TV feature series.

Abhishek Maheshwari

“We are thrilled to premiere the Fatak Patak TV feature series on Hungama. It is very exciting that the series will be launched simultaneously with the toys as it will give kids the opportunity to have a complete experience of the characters and the storyline. We hope the kids enjoy both the TV feature series as well as the toys being launched,” said Abhishek Maheshwari, VP and Head, Media Networks and Interactive, Disney India.

Jiggy George, Founder and CEO of Dream Theatre, said, “With high quality content to engage fans on TV and character led toys to engage them off-air, this property could set the trend for kids entertainment in our country.”

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