ChuChu TV became the first Indian YouTube IP to sign a global merchandise deal that will take its characters across global markets, according to an Economic Times report.
India’s home-grown content creator brand is seeking at licensing and merchandising options to be the major growth driver for the company.
ChuChu TV inks licensing deal with one of the world’s largest toy manufacturers, Australian firm Moose Toys. As per the association, the companies will roll-out ChuChu TV toys across activity and learning, figures, dolls and plush in key markets such as United States, India, United Kingdom, Australia and New Zealand.
The merchandise collection will be first revealed at the New York toy fair, scheduled to take place in February 2019. The toy line is primarily targeted at kids of age between 2-5 years old.
“We launch with toys and then roll out in categories core to ChuChu TV, including apparel, back to school, publishing. Our key markets are India, US, UK, South East Asia, and Australia,” Vinoth Chandar, founder, CEO and creative director, ChuChu TV, told ET.
The product and price strategy will have two lines – mid-premium and affordable, that will ensure accessibility to products at multiple price points.
“Moose has led the toy industry in using YouTube to drive brands like Shopkins and we are blown away by the global success of ChuChu TV. The brand’s cute characters, catchy songs, and educational value make it a perfect fit for a preschool toy line,” Menal McGrath, director of Global Licensing for Moose Toys was quoted as saying.
The company is targeting the licensing business to be a USD 100 million at retail in the next three years.
Recently, the “ChuChu TV Johnny Johnny Yes Papa” video has more than 1.5 billion views, the “ChuChu TV Surprise Eggs Old McDonald” video has more than 1 billion views and the latest “ChuChu TV Phonics Song with two words” crosses the 1 billion views mark.
Based in Chennai and originated in 2013, ChuChu TV has 10 YouTube channels offering songs, stories, nursery rhymes and pre-school learning modules for kids starring its iconic characters ChuChu, ChaCha, Chika, Chiku, and Mr. Harlo.
With more than 20 billion-plus views and 30 million subscribers, ChuChu TV’s channels are one of the fastest growing YouTube channels in the world, garnering around 20 million views a day and adding close to 50,000 subscribers a day.