Disney takes its characters to housing projects
Aug 27 2013
Disney India has signed up licensing agreements with four property developers in the four metro cities, who would develop Disney themed residential projects. In October last year, it signed the first such agreement with Suntek Group in Mumbai. Early this year, it signed up with Supertek in Delhi and Taurus Group in Kolkata.
On Tuesday, it announced the association with real estate developer Akshaya for a project in Chennai. The project in a 47-acre plot at Sembakkam, off Chennai, would have 3,372 homes in the first phase. Apart from the residential units, commercial space, retail space, school, hospital, recreational facilities and senior citizen homes in the “Youniverse’ township would be characterised by Disney characters.
Under the four-year license, Akshaya could use any of the 8,000 characters of Disney, including those of the Marvel brand. Disney India would also work with Akshaya in creating home themes using these characters. “The Disney-inspired homes targets the families with children by providing dream-like fairy tale experience not just in their rooms or homes, but right from the gate of the complex to each and every corner of the township,” said T Chitty Babu, chairman and CEO of Akshaya. The project hopes to accommodate more than 20,000 people.
“Brand licensing in the real estate space is something that the Indian office of Disney has taken up. We are looking at more tie-ups in the sector for different cities. In each city we will look for the right developer who can recreate the brand in the right way,” said Roshni Bakshi, managing director, consumer products, retail and publishing, Disney UTV.
Disney products are available over 100,000 retail touch points in India and the brand has over 140 licenses across different categories.