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nickelodeon lends its characters to Lilliput

Nickelodeon India, the leading kids channel, today announced its licensing tie-up with Lilliput Kidswear, to launch an apparel line around some of Nickelodeon's most popular characters ' "Dora the Explorer', "Ninja Hattori' and "Oggy & the Cockroaches'. As part of the deal, Lilliput Kidswear will launch a full array of apparel lines around these characters. To be launched in March this year, the Spring-Summer collection around each of these characters will include the entire spectrum of kidswear ' t-shirts, shirts, capris, shorts, night-wear, skirts, sweat-shirts and clothing accessories. The range will be available in 275 Lilliput stores across India, as also over 400 shop-in-shops in the large format stores.

Speaking on the licensing partnership, Sandeep Dahiya, Senior Vice President ' Consumer Products, Viacom 18 Media Pvt. Ltd. said, "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."

Commenting on the partnership, Sanjeev Narula, Chairman & Managing Director ' Lilliput India, 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."

Nicktoons "Dora the Explorer', "Ninja Hattori', "SpongeBob SquarePants' and "Oggy & the Cockroaches' are amongst the most loved characters by the kids and already have a huge fan-following. Nick India's licensing & merchandise business today expands beyond 50 categories with more than 500 SKUs that are available in more than 200 cities.

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