After winning the ‘Best Licensee Award in the Theme & Amusement Park industry’ at the India Licensing Expo 2018, India’s theme park destination, Imagica has announced to be foraying into the field of animation. Associating with one of India’s leading animation hub, Artha Animation and a production house A Richer Lens Entertainment headed by Vivek B. Agrawal, Imagica is set to up its benchmark of successfully establishing intriguing and unique concepts such as integration of Chhota Bheem with Green Gold Animation, Mr. India ride based on the iconic movie and much more. Delighted to announce the association, Adlabs Entertainment Jt. CEO Dhimant Bakshi commented, “We are constantly progressing with the needs and wants of the new-age consumer, ensuring our consistent presence in their lives. We have received immense love and recall for our characters outside the park as well, through the merchandise setups. It is this affection that provides us the impetus to cut through the clutter and invest on more such content that gets us closer to our guests, not only when they visit us, but also outside the park through various platforms. Artha Animation and A Richer Lens Entertainment have made an impressive mark in the industry through their dynamic and creative content. We feel their vibrancy matches perfectly with Imagica’s zest to create wholesome entertainment. We are very excited to see this association through and I am confident that our consumers will love the content that we plan to launch by end of this year. ” This is first of its kind deal as part of its 360 degree marketing campaign for owned IPs that will find popular homegrown characters of Imagica: Tubbby- the imagica mascot, Bow Wow- the Detective, Hippy- the singing hippopotamus, Roberto- the superstar Chef and Rajasaurus- the friendly dinosaur, to spread magic on screen through exciting animated content. These endearing characters are already cherished by more than 75 Lakh guests till date through varied rides, shows based on them, meet and greets at Imagica, as well as through lovable and quirky merchandise available at retail stores that customers have taken home as souvenirs. The project, backed by Artha Animation and A Richer Lens Entertainment, aims to create an international quality animation series featuring the above mentioned ‘Stars of Imagica’. The first series is slated to have 13 hours of content. Speaking about the association, Artha Animation CEO Gaurav Malhotra exclaimed, “We at Artha are really excited about the association, as Imagica has an enormous array of exceptional characters and our young & vibrant team is all set to bring these characters to life. We are pretty confident that kids across the globe are going to love the super adventure with the ‘Stars of Imagica’. We are thrilled to ink this new deal to bring highly entertaining series with immense fun and learning to the audiences and will bring surprises and delight the viewers as they see the first look in the coming months.” The 360 degree approach will also include BTL activations in multiple schools, colleges, malls and corporate bodies in Gujarat and Maharashtra, along with presence of character merchandise across Hamleys and Zontom stores as well as all major e-commerce outlets. Excited about the unique deal, A Richer Lens Entertainment CEO Vivek B.Agarwal shared, “We, at A Richer Lens, are passionate about creating high quality content for children. Using a cross platform, multimedia storytelling approach, we are truly excited about bringing to life Imagica’s beloved characters in a way that extends the thrilling Imagica experience into the homes and hearts of children everywhere” Imagica has also associated with Cello for their Back To School products line with licensing of Imagica characters, and Havmor with a licensing deal of Imagica’s mascot, Tubbby to feature on Havmor ice creams. As part of its unique associations, Imagica has also ventured into a partnership with leading education and Innovation Company NELTAS for their education content for children from second to fifth standard.