Mahindra Inter To Launch Disney Accessories

Mahindra Intertrade Ltd (MIL) will launch Walt Disney kids accessories in India next week. The company is also in talks with international entities to introduce kids' lifestyle products such as clothes and other fashion accessories, and educational toys in April this year.

Parag Dani, MIL head, marketing services, said, "MIL does not want to restrict itself to toys. We want to have products that span the whole kids market in India."

MIL, formerly the intertrade division of Mahindra & Mahindra, became a separate subsidiary in September 1999. The marketing services of MIL looks at the consumer segment.

The Walt Disney accessories, or the gift and novelty range, will include melamine and plastic tableware, bathroom accessories, photo albums and frames and the like.

MIL introduced LEGO into the Indian market last January and later introduced Walt Disney soft toys in November. Besides this, the company also has its own plush toys brand called Soft Wonders.

The company is targeting to have a 25 per cent market share in the Rs 150 crore organised toy market by 2004.

MIL plans to spend 15 per cent of its sales turnover on direct marketing activities and visual merchandising this year. It also plans to spend 23 per cent of its sales turnover on its television campaigns.

In fact, a new commercial is going to break in March for LEGO, to be followed by another commercial for Soft Wonders in April.

MIL is in talks with Marriot, Mumbai, to set up a kid's area with a LEGO playboard. The company at present has a tie-up with Pizza Hut and McDonald's for the same.

The company also plans to roll out more direct marketing events in conjunction with retail stores and schools in various metros this year.