Imagica’s IP’s - Stars of Imagica laid the foundation for the two award wins

Imagica,India’s leading themed entertainment destination, won two coveted awards - Entertainment Licensor of the Year and Best Merchandise by Theme & Amusement Park – at the Economic Times Label Awards, part of the India Licensing Expo 2019 held on July 8, 2019 in Mumbai. 

These two prestigious awards are the outcome of Imagica’s continued efforts in the fields of licensing and merchandising innovations and collaborations which have positively impacted its popularity, appeal and brand-equity. In addition, the uniqueness in the licensing and merchandising efforts has positioned Imagica strongly in the themed destination space in the country contributing to substantial growth in footfalls and ticketing revenues too. 

Stars of Imagica, the indigenous characters IP’s are Imagica’s cornerstone that were created as character mascots and adapted as merchandise with over 1600 dedicated SKU’s across varied categories in just 6 years. As a line of 18 unique, affable characters they have strong affinity across age segments and have therefore opened up multiple avenues of licensing opportunities in recent times for Imagica. Recognizing and leveraging the immense potential in these characters, Imagica has fostered multiple associations with brands across product categories and industries, emerging as the only theme park as well as only destination in India to do this. 

In May last year, in line with international practice, for the first time in India, a popular character from TV got its permanent presence in a theme park. As part of the association of Green Gold Animation’s Chhota Bheem with Imagica, an entire zone around Chhota Bheem – The ride was created and the characters from the show became a part of the Grand Imagica Parade. 

Since then Imagica has exhibited an uphill trajectory in licensing domain with Stars of Imagica integrated within Cello Back-To-School range, WelSpun Bath range, Havmor ice-creams and Neltas Education system to name a few. 

Elated to have won the awards, Raveendra Singh, Head of Marketing, Sales & Strategy said, “We are extremely delighted to have made our mark at the India Licensing Expo 2019 with the two awards. The awards recognizes our outstanding initiatives in the fields of merchandising and licensing which have helped us strengthen our appeal further and achieve stronger consumer traction. The awards will inspire us to break new ground by pushing the envelope.” The Economic Times Label Awards 2019 celebrated the excellence in Indian Licensing Industry by acknowledging some of the innovative progressions on retail front through the licensing model.