Viacom18 Consumer Products collaborates with Point Cove to launch apparel collection for kids

Viacom18 Consumer Products has collaborated with Point Cove, California Clothing Company to introduce a range of apparel for kids aged 3-14 years.

It is the first that MTV has extended its franchise into the kids’ portfolio in India.

The officially licensed SS’23 collection will be available at a starting price of Rs 299 on Ajio.com and at over 500 Reliance Retail stores, including Trends and Trends Junior.

“With the theme revolving around ‘Play, Pause, Rewind’, the collection brings together MTV’s quirky imagery, bold graphics, and vibrant colours with Point Cove's commitment to quality, comfort and impeccable craftsmanship to life,” said Viacom18 Consumer Products.

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 Vice-resident and Chief Merchandising Officer at Reliance Retail, Fashion & 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.”

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