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Indian summer for Matt Hatter Chronicles – Stellar partnerships drive the India business
Mumbai: Hit boys’ action-adventure series, Matt Hatter Chronicles is set to take India by storm this Summer with its cutting-edge CGI animation and high-energy merchandise launch. Some of the most innovative companies in the licensing and broadcast industry have joined forces to bring the breakthrough boy’s property to the Indian market; leading UK production company and licensor, Platinum Films; India’s No1 kids television channel, Cartoon Network; global toy experts The Simba Dickie Group and premier licensing agency Dream Theatre. Together they plan to win the hearts of young Hatter Fans in India and drive the Matt Hatter brand to new heights.
The popular TV series charts the adventures of Matt Hatter, an ordinary boy who discovers that his family defends a gateway to a secret dimension called the Multiverse. In a quest to protect the Multiverse, Matt must become the next Hatter Hero and with the help of best friends Roxie and Gomez, battle and capture fearsome Super Villains from movie, myth and legend. Matt Hatter Chronicles’ mini-movie format pays homage to the very best family adventure films and promises kids a visual treat with every episode with its distinct 3D animation technique known as ‘Multivision’. Multivision delivers an unforgettable, immersive 3D viewing experience for kids without the need to wear 3D glasses.
Platinum Films’, Founder and Chief Executive, Nigel Stone is understandably excited about the Indian launch and is working closely with the teams to ensure its success. He said, “India has emerged as a key market for Platinum Film’s international TV profile and flourishing consumer products programme and the region has also become an integral part of Platinum’s production business with Xentrix Studios in Bangalore animating the brand new third season. We are delighted to be working with such stellar partners in India and we look forward to establishing ‘Matt Hatter’ as the ‘must-have’ boy’s brand in India.”
In a three season deal, Cartoon Network premiered Matt Hatter Chronicles on the 19th of May airing at 5.00pm Monday-Friday. The show will also be telecast in Pakistan, Bangladesh, Sri Lanka and Nepal. Cartoon Network is upbeat about the show joining its successful repertoire. Krishna Desai, Executive Director & Network Head – Kids, South Asia, Turner International India Pvt. Ltd. says – “We at Turner are committed to bring the best and most popular content for our Indian viewers from across the globe. Matt Hatter is a very popular TV series and we are very excited to showcase it in the Indian sub-continent. This series has been the part of our special summer programming line-up for the kids and we are getting an encouraging response for the show.”
The Licensing and Merchandising charge is led by Dream Theatre, India’s leading licensing agency. Dream Theatre will manage and execute a multi-category licensing programme with retail tie-ups, cross category promotions and a 360 degree consumer marketing for the franchise. Founder and CEO, Jiggy George says, “Matt Hatter is a unique proposition for us, a programme that combines an innovative TV viewing experience with products that are reflective of new age technology – it’s a new way of connecting with the tech- friendly kids of today and delighting them. We are really excited about the show and its products and strongly believe it will be one of the biggest success stories for India.”
Simba Dickie Group, Master Toy Licensee (EMEA, Russia and India) will be launching the toy range in August 2014, followed by new additions in October 2014, in line with the Autumn Winter festive season and the debut of the new Season 3. The toy range is reflective of the show’s DNA with Hero Hatter
Tech, 3D Multivision features and inter locking SKUs. The range will comprise action figures, vehicles, role play sets and have interactivity, play-power and collectability at its core. The toys will be available across all key retail chains, toy stores and online. Shree Narayan Sabharwal, Business Head of Simba India comments about the Matt Hatter Chronicles range and its India launch, “Simba India recognizes that the Indian customer is constantly evolving and hence partnerships like these help us meet the needs of this customer. Simba has a strong retail presence across the country and we look forward to making this unique range of Matt Hatter toys available to our young audience.”