21 Sep 2017
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Cosmos Maya to launch kids e-commerce platform

MUMBAI: After launching a dedicated kids channel called WowKidz on YouTube, Singapore- and Mumbai-based animation studio Cosmos Maya is looking to diversify its portfolio by launching an e-commerce platform wowkidz.com in the third quarter of 2016, which is during Diwali.

The company is running the merchandising division with offline products sales inspired by their IPs and is doing online sales of their merchandise across all the leading e-commerce portals.

Apart from merchandise inspired by Cosmos Maya’s own IPs, such as successful shows like ‘Motu Patlu’, ‘Shiva’, ‘Kisna’, ‘Eena Meena Deeka’ and ‘ViR: The Robot Boy’, wowkidz.com will provide select merchandise from the best animated shows on television.

The popular third-party merchandise includes products inspired by many successful animation shows, including all-time classic animation shows like ‘Mickey Mouse’, ‘Tom & Jerry’ and ‘Barbie’; other well-known brands like Hello Kitty and Hotwheels; shows popular with Indian kids like ‘Chhota Bheem’, ‘Doraemon’, ‘Ben10’; and global superheroes like ‘Batman’, ‘Superman’, ‘Spiderman’, ‘Avengers’, to name a few.

WowKidz, the YouTube channel, features content from the studio’s shows. It has garnered almost 160,000 active subscribers and around 200 million cumulative views within a few quarters since launch.

The company has a two-pronged approach to tackle the digital revolution—to strengthen its presence on YouTube through its growing content bank, and to produce high-quality original Indian animation for the recently launched and upcoming kids’ VoD platforms.

“Content consumption is changing dramatically in the digital era and the barriers of geographies are breaking. We at Cosmos Maya are keen to produce good original content for the global VoD platforms that will bring in the best of Indian animation content for kids of Indian origin all over the world,” said Cosmos Maya CEO Anish Mehta.

“The idea behind these initiatives is to make the value proposition for our content more robust, and create more avenues to link the IP creation process with IP monetisation. Kids want to buy the merchandise inspired by the shows that they consume, and thus these initiatives have been taken in tandem with each other,” he added.

Cosmos Maya creates over 25.5 hours of broadcast content per month, which equals to almost one season a month between different shows. The studio is more focused on generating brand value through IP creation, and since content is now more platform-agnostic, it is important to create more consumer touch points.

The studio has five shows on air and three under production stage getting ready for launch.