MUMBAI: Nickelodeon India has announced its licensing tie-up with Lilliput Kidswear to launch an apparel line around some of the kids channel‘s popular characters.
To be launched in March this year, the Spring-Summer collection around characters such as ‘Dora the Explorer‘ and ‘Oggy & the Cockroaches‘ will include the entire range of Lilliput kidswear including T-shirts, shirts, capris and clothing accessories.
 
Says Viacom18 Media SVP - consumer products Sandeep Dahiya, "Lilliput Kidswear is one of the most popular Kidswear retail brands in the country and provides great penetration across both, metros as well as non-metro cities. We truly believe that given their expansive network, world-class manufacturing facility and a great creative team, they can bring the Nickelodeon characters alive on the apparel range."

Talking about the apparel category, he further added, "Apparel and accessories are significant categories in the kid‘s space that are witnessing consistent growth. Kids are getting style-conscious from a very young age and wearing their favourite characters is a great high for them."

The range will be available in 275 Lilliput stores across India, as also over 400 shop-in-shops in the large format stores.

Lilliput India chairman and managing director Sanjeev Narula added, "Nickelodeon characters are extremely popular with kids and we‘re excited to augment our vast offering further with the addition of Dora the explorer, Ninja Hattori and Oggy & the Cockroaches range. The Spring Summer 2011 Collection around these characters is a unique combination of kid fantasy and character themes and we‘re confident of it doing really well."

The range will be available in 275 Lilliput stores across India, as also over 400 shop-in-shops in the large format stores.