Child's play, and more

Q&A/ Kavita Bhatia, Founder, Just Because It's Children

of her grand plans to create live entertainment for kids "" starting with a production of Enid Blyton's much-loved Noddy that'll go on stage in August

You did a play with cartoon character Barney last year; why did you choose Noddy this year?

We picked Noddy because kids and their parents identify with him. He's been around for 59 years now. It's a universal theme. Through the 60-minute musical extravaganza, Noddy and the Treasure Map, we want to encourage core family and character values.

You have brought in international collaborators for this show?

Yes, Just Because It's Children has tied up with Millennium Entertainment International, an Australian company with over 17 years experience in international productions.

The production will have a mix of Australians and Indians. The actors are adults. The voice-overs will be done by the same people who do it for the television show.

The play will be interactive, the way it's done internationally, with the audience helping Noddy find his way around. It'll be a musical, so we have well-known songs like "When you're happy and you know it" with a rock beat.

How difficult is it to adapt a television cartoon character to theatre?

Each character is a brand so licensing rules have to be followed to the T. Noddy has to shake his head exactly the same way he does on TV, the costume has to be exactly the same, the voice-over too. Our script is completely new, but one has to stick to many rules.

Where will you be taking this show?

In August, we perform in Mumbai followed by Delhi, Bangalore and Kolkata. We're also looking at regional promoters, mall owners and partners for this venture. We also plan to perform at theme parks and malls to make it more accessible.

What else does JBC have planned as an entertainment company for children?

We are looking at building our own characters, merchandising and starting workshops for children as well. We want to follow a nationwide theatre format to bring talent to the fore.

We realise the vast gap in the children's market with respect to quality entertainment. What we are trying to bring to India is active, educative and interactive entertainment for children, through sound, action, feeling, mood, humour and storytelling.