Cartoon network’s ‘Matt Hatter Chronicles’ looks at capturing the Indian merchandise market

After the likes of ‘Pokemon’ and ‘Winnie the Pooh’ taking the Indian merchandising scene by storm, the hit boys’ action-adventure series, Matt Hatter Chronicles is all set to make a mark 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; Platinum Films and 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. 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. “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,” he said in a statement. 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 attempts at delivering an unforgettable, immersive 3D viewing experience for kids without the need to wear 3D glasses. In a three season deal, Cartoon Network premiered Matt Hatter Chronicles on the 19 May airing at 5:00 pm running from Monday-Friday. The show will also be telecast in Pakistan, Bangladesh, Sri Lanka and Nepal. Turner International (India), South Asia – executive director & network head Krishna Desai added in the statement: “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. It 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. “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,” added Dream Theatre founder & CEO Jiggy George. Simba Dickie Group, Master Toy Licensee, 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 inters 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. Simba India business head Shree Narayan Sabharwal commenting on the Matt Hatter Chronicles range and its India launch said: “Simba India recognises 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.”