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Feb, 04 2017

‘THE INDIAN CLIENTELE WANTS TO FEEL THE CHARACTER’

Wowheads believes in bringing the comic characters in realization, where fans can follow and buy a unique state of the art, says Emypreet Singh, Founder, Wowheads

How Wowheads was started?

We started our journey four-year-ago and now we have become the largest producer of bobble heads and miniatures in the Indian market. We are providing complete production support to the brands like Chumbak, Adlabs, ACK Media.

We have introduced a new dimension of customized gifts by creating customized miniatures of people from remote places with their pictures via self-developed process and machinery.

What was the need to adopt licensing in your business model?

There is a huge scope of likeliness miniatures and sculptures in the Indian markets, either caricature form or realistic. The Indian organized markets are growing and that’s where we project licensed merchandise to sell well under one roof.

How has the brand licensing benefited you?

Being aggressive movers for licensed merchandise, we hold the effective licenses like Reliance Big’s Little Krishna, Balaji creation’s A Flying Jatt, Vimanika comics, and Amar Chitra katha/Tinkle books. Brand licensing has helped us gaining market attentions from different markets based on various characters like mythology, comic heroes, and caricatures.

Do you think licensing is an effective retail strategy?

Licensing gives you the flexibility to attract particular group of fans and quickly target the mass audiences to establish your brand in less time. With Indian marketers becoming license educated, it make sense to get license first, and then offer products for retails, as the licensed properties have some acceptance among non-organized channels if it’s price sensitive as well.

About 90 pe rcent of the offline licensed merchandise sales happen through modern trade as that has an inclination towards promoting licensed merchandise only.

What are your plans to scale up?

We are planning to increase the number of licenses based of famous personalities. Strategic plan is to tie-up with top 14 licensors in the markets for designing and marketing their products.

What characters are popular for bobble heads?

Superheroes are need of the hour. The Indian clientele wants to feel the character arts, collectibles, and hobby toys. We are trend setters and will keep infusing more products for adult collectors. Even thought markets are accepting Indian characters and their bobble heads, but global characters are more dynamic and easy to sell.

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