Toonz Animation sets up merchandising division

CHENNAI - Thiruvananthapuram-based Toonz Animation has set up a merchandising division, hoping to cash in on the characters in its feature film “Twinergy” starring Amitabh Bachchan.

“We have decided to focus on animated feature films. In order to cash on the animated characters we have started a merchandising division. We will start the business with the characters of Twinergy,” Chief Operating Officer Hari Varma told IANS here.

The Rs.20-crore Twinergy is the first animated movie in which Bachchan would be cast as a cartoon character. It is also the first animated movie for director Priyadarshan.

“The pre-production work on Twinergy is over,” said Varma.

About other projects, he said a cartoon series “Little Kalari Warriors” had been given to an international kids channel. He declined to name the channel.

Also, “Howzaat”, a cricket-based series, Tales of Lord Shiva and Hanuman the Immortal are ready to be aired by leading kids channels.

Varma said the company is now focussed on creating its own intellectual property rights (IPR) to go up in the value chain.

“We have decided to focus on making feature films for studios in the US, Canada and here.”

Asked about getting into advertising film market where the cash realizations are immediate, he said: “One has to be in Mumbai for that. But the rental costs are very high there as compared to what we pay here.”

He said the company has around 400 employees and the headcount increase would happen depending on the need.