Pokemon makes a comeback

Dream Theatre signs a content syndication deal with Hungama TV. It will also handle the licensing and merchandising portfolio for Pokémon in India and South Asia.

Backed by a robust programming and promotion strategy Pokémon made a powerful comeback in India this summer with its launch on Hungama TV on May 19. Reaching out to a 57.1-million-strong audience across India, of which 24.2 million are kids, the show has ranked No.1 in its prime play slot every week so far.

Pokémon is a popular international brand with a slew of TV serials, movies, video games, toys and consumer products. The show is syndicated by Dream Theatre to Hungama TV, marking the former's foray in the content syndication space adding to an already-existing licensing and merchandising business in India.

Dream Theatre will also handle the licensing and merchandising portfolio for Pokémon in India and South Asia. It is tying up with licensees across multiple categories spanning toys, apparel, back to school stuff and others that will hit stores by January 2015.

Jiggy George, CEO and founder, Dream Theatre, says, "We believe that Pokemon will scale new heights of popularity. On the licensing front we are excited about reviving the phenomena in India and build it into an evergreen property." Says Devika Prabhu, director, programming, media networks, Disney India, "Pokémon celebrates the spirit of childhood with elements of fun, adventure, sportsmanship and friendship. The response to the series has been phenomenal and its success is a testimony to the fact that great content packaged with interesting elements can definitely excite the kids of today."

Kenjiro Ito, executive corporate officer, The Pokémon Company, says, "We chose Dream Theatre for the relaunch of Pokemon in India as they have a great understanding of the market which includes both broadcast space and off-channel commerce."

Dream Theatre is a brand management and licensing agency that creates and manages brands in the kids and youth space in South Asia. It represents Pokemon, Rovio for Angry Birds, DreamWorks Animation, World Wrestling Entertainment, Sanrio for Mr. Men Little Miss and Hello Kitty, FIFA 2014, Real Madrid and Arsenal Football Clubs among others.