With Powerpuff Girls, Dexter's Laboratory and Johnny Bravo - three of the most popular characters on Cartoon Network - emerging more as business assets rather than tiny toons, Berger Paints has entered a first of its kind alliance with the channel, aiming to catch the fancy of children.Cartoon Network has given Berger Paints the right to sell ready-to-use Berger colour kits, with special paints, character stencils and other accessories for painting the cartoon characters on walls.The deal has been signed on a revenue-sharing basis.Last year, Berger Paints launched its first kids range product, namely Galaxy.According to Probal Kumar Sengupta, senior vice president (retail), Berger Paints, the segment has a high profit margin in spite of a limited reach. The demand is mostly concentrated in major metros like Delhi, Mumbai and Bangalore.Berger had already tied-up with Pantaloons Home Solutions to market the product."Non-channel paint channels will play more significant role in distribution of the product. Toy shops will be major distribution channels. Already, we have tied-up with several toy shops in Delhi and Mumbai," said Abhijit Roy, senior general manager, Berger Paints.Berger's association with Cartoon Network would push up its revenue from the kids range from the present Rs 3.5 crore to Rs 8 crore by the end of this fiscal, and Rs 30 crore within the next three years, claimed Roy.The idea behind the tie-up was the fact that of all age-group segments in consumer products, the market surrounding kid's products is growing at the fastest rate and was pegged around at Rs 5,000 crore, said Sengupta.
