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Disney throws birthday party for Mickey Mouse; Snapdeal, Future Group join in

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MUMBAI: The countdown to Mickey Mouse’s birthday on November 18 was laden with daily celebrations across Disney’s network. The 18-days long extravaganza that started on 1 November culminate on Mickey’s Birthday saw a series of new creative initiatives from the network’s end.

“This month is special to all our consumers, be it young or old, as everyone has experienced Mickey Mouse’s magic at some point in their lives,” says Walt Disney  India, Content and Communication, VP,  Vijay Subramaniam. “Mickey Mouse is Disney’s biggest revenue making intellectual property,” he adds.

To further strengthen the Mickey Mouse franchise in the country, the network has rolled out series of varied and engaging content throughout the 18 days, while at the same time making optimum use of its network, both digitally and electronically, to promote and propagate the event.

Not only did the network run content extensively throughout its Disney branded channels, it also allowed several other broadcasters to use the content for their own Disney special programs, albeit giving content credit to Disney’s in house team.

“We made some of this Mickey Mouse birthday specials available to other news channels and other content partners on a limited marketing and sharing basis ,” Subramaniam explains, adding that few of the channels have already aired this specials.

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Part of the celebrations were the 90 sec long videos that saw several well-known Bollywood celebrities wishing Mickey Mouse ‘Happy Birthday’ in their own creative way. The who’s who of Bollywood from Shahid Kapoor, Alia Bhatt, Abhishek Bachchan, Akshay Kumar, Farah Khan are few of the celebs who feature in the video titled ‘Stars wish the Superstar a Happy Birthday.

“We compiled the videos throughout the year from the various shows Mickey had with the celebrities. It was great to see them come together for Mickey. With them on board we were able to reach a wider section of viewers,” Subramaniam points out.

Further elaborating on the fresh content that the channel had devised for the occasion, Subramaniam said, “In the last couple of years we have witnessed a huge craze for the Mickey shorts we rolled out globally. So for Mickey’s birthday celebration we decided we’d premiere one new short each day,” shares Subramaniam.

Continuing with its concept of ‘short and sweet,’ the network also released a number of video listicles that aired throughout the network at regular intervals during these last 18 days. “We created fun content around everything that Mickey stands for in a listicle format,” Subramaniam states, citing ‘18 really funny Mickey moments’ as an example.

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Mickey’s birthday celebration wasn’t limited to content alone. Brands didn’t miss the chance in making optimum use of their Mickey Mouse merchandise on the occasion.

On 18 November, Future Group’s private label  Tasty Treat kick started its  Mickey Mouse birthday celebration across 500 Future Group stores including at Big Bazaar, Food Bazaar, Nilgiris etc. by maintaining a birthday party ambiance with danglers and confetti, photo ops with Mickey cut outs, and even releasing a special Mickey Mouse birthday TVC. The campaign is to continue till 30 November.

Snapdeal too has added its share to the merchandise promotion by giving discounts on Mickey Mouse products. The online major was also running a Mickey birthday contest on their website and gratifying 20 winners with Disney hampers.

While Mickey Mouse’s presence in the country is strong, one may argue that the anticipation for his birthday doesn’t compare to the fervour the character enjoys internationally. Subramaniam however finds it unfair to compare the two markets.

“The fact is that US is the birthplace of Mickey Mouse, with over 80 years of legacy on its side, whereas in India, Disney as a company is only 11 years old. If you think of the numbers, it is amazing how well the company has grown here. The kind of traction that we have enjoyed for last couple of years is beyond impressive. What’s evident is that Mickey as a character is universally loved, and more so when you add a local touch to him, and that’s exactly what we have done this year,” Subramaniam.

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The local flavour that Subramaniam speaks of is a ‘birthday anthem’ compiled by the network that which went on air on 18 November. What makes it even more special is that it has inputs by viewers in from across the country in 18 different regional languages.

Amongst all their endeavours to connect the local audience with Mickey, the most effective is perhaps the Magic Mix that sees the network do a special rendering of popular Bollywood numbers with animation from their popular series.

‘Happy Birthday Mickey Magic Mix’ has taken the popular song Happy Birthday from the Disney produced dance extravaganza ABCD 2 and turned into and entertaining mash up for everyone to enjoy.

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All the content for Mickey Mouse birthday specials, has been heavily promoted and aired extensively across the networks channels. Apart from that, the content is also available on all their digital platforms including their official website, YouTube channel (over 1.3 million subscribers), twitter and Facebook (over 3 lakh likes) pages.

Adding the cherry to its social media cake is the new application on Facebook that takes digital interaction to the next level.

“We have done something special on Facebook. Mickey lovers can add Mickey ears on their Facebook page with just a click of a button, by going to the ‘Happy Birthday Mickey’ app that you can access through our Facebook’ page,” Subramaniam adds in parting.

Kids

Om Nom bites into India as Warner Bros. Discovery picks up the series

All 26 seasons to air across Cartoon Network, Pogo and Discovery platforms.

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MUMBAI: The little green hero is making a big leap east. Zeptolab has struck a major distribution deal with Warner Bros. Discovery, bringing its hit animated series Om Nom Stories to audiences across the Indian subcontinent.

Under the agreement, Warner Bros. Discovery has acquired the series for exclusive Pay TV broadcast and non-exclusive digital streaming in India, Pakistan, Bangladesh, Bhutan, Nepal and Sri Lanka. The move marks a significant expansion for Zeptolab as it pushes one of its most successful original IPs into one of the world’s fastest-growing entertainment markets.

As part of the deal, all 26 seasons of Om Nom Stories will be rolled out across Cartoon Network, Pogo, Discovery Kids and Discovery+, offering both linear and digital access to the franchise’s slapstick humour and expressive, dialogue-free storytelling.

“We’re incredibly excited to partner with Warner Bros. Discovery to bring Om Nom Stories to the Indian subcontinent,” said Zeptolab executive producer Manaf Hassan, noting that the broadcaster’s reach and legacy make it a strong fit for the series’ growing global fanbase. 

Warner Bros. Discovery, meanwhile, sees the acquisition as a natural addition to its children’s portfolio. Warner Bros. Discovery head of factual entertainment, lifestyle and kids for South Asia Sai Abishek, said the series aligns with the network’s focus on cheerful, imaginative and universally appealing content for families across the region.

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The timing adds an extra layer of significance. The expansion coincides with Om Nom’s 15th anniversary, underlining the franchise’s staying power and its evolution from a mobile game character into a global animation brand. With this latest bite at the Indian subcontinent, Om Nom’s adventures look set to find a whole new generation of fans.

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Colour outside the lines Chhota Bheem sketches a new play with Faber Castell

India’s favourite animated hero jumps from screens to schoolbags in a first of its kind tie-up.

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MUMBAI: If childhood memories had a colour palette, Chhota Bheem would likely be right in the middle of it and now, quite literally, in children’s pencil boxes too. Green Gold Animation has announced a landmark licensing partnership with Faber-Castell India, marking the global stationery major’s first-ever licensed character collaboration. The association brings Chhota Bheem to a specially curated range of student art and creative products, blending everyday learning tools with one of India’s most recognisable homegrown characters.

The move is a notable expansion of Chhota Bheem’s footprint beyond screens, reinforcing the character’s status as a multi-generational IP that has steadily grown from a television favourite into a cultural constant. For Green Gold Animation, the partnership signals a sharpened focus on extending its intellectual property into daily touchpoints, where entertainment meets education and habit.

In its first phase, the collaboration will roll out Chhota Bheem-themed products across key student art categories, including watercolour cakes, wax crayons, poster colours, sketch pens, oil pastels and creative bundling kits. The range is aimed squarely at school-going children, tapping into Bheem’s strong emotional connect while encouraging imagination, creativity and hands-on expression.

Green Gold Animation founder and CEO Rajiv Chilaka noted that Chhota Bheem’s journey has long moved beyond episodic storytelling. He said the partnership reflects a deliberate attempt to embed the character into moments of learning and creativity, while building a more purpose-led licensing ecosystem around Indian IP through collaboration with a globally established brand.

From Faber-Castell India’s perspective, the tie-up marks a strategic first. Faber-Castell India director marketing Sonali Shah said the collaboration opens a new chapter by pairing the brand’s long-standing reputation for quality and safety with a character that already commands trust and affection among Indian children. The aim, she added, is to make creativity more engaging and relatable without diluting product standards.

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The launch will be backed by a 360-degree promotional push, spanning digital campaigns, social media storytelling, creative usage content and on-ground retail activations across select markets. Both companies have confirmed that this is only the starting point, with additional Chhota Bheem-themed products across new categories planned in the months ahead.

Headquartered in Hyderabad, Green Gold Animation continues to scale its ambition of building globally competitive Indian IPs, with Chhota Bheem leading the charge. This latest collaboration suggests that the brand’s next phase of growth may be less about what children watch and more about what they create.

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Kids

Sony tightens grip on Peanuts with $457 million stake buy

Deal hands Charlie Brown and Snoopy deeper roots inside Sony’s global entertainment machine

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JAPAN: Sony has doubled down on the power of legacy brands, snapping up a majority stake in the Peanuts intellectual property in a late-year deal valued at about $457 million.

Sony Pictures Entertainment and Sony Music Entertainment Japan have acquired the roughly 41 per cent holding in Peanuts Holdings LLC previously owned by Canadian children’s entertainment company WildBrain. The move lifts Sony’s ownership to 80 per cent, with the Schulz family retaining the remaining 20 per cent.

The deal brings one of pop culture’s most durable franchises, home to Charlie Brown, Snoopy and the rest of the Peanuts gang, firmly under the Sony umbrella. The characters were created by Charles M Schulz, whose daily comic strip ran for half a century before ending in 2000.

Sony had already been a long-time partner in the business. The latest transaction consolidates control and sharpens the group’s hand as it looks to keep the characters front and centre across film, television, music and consumer products.

President and group ceo of Sony Music Entertainment Japan, Shunsuke Muramatsu, said the additional stake would allow Sony to further elevate the Peanuts brand by drawing on the group’s global reach and creative expertise, while preserving the legacy of Schulz and his family.

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President and ceo of Sony Pictures, Ravi Ahuja, said the combined ownership gives Sony the ability to protect and shape the future of the characters for new generations, expanding their relevance without diluting their charm.

Peanuts long ago escaped the confines of the comic strip, cementing its place in popular culture through perennial television specials such as A Charlie Brown Christmas and It’s the Great Pumpkin, Charlie Brown. More recently, WildBrain kept the franchise active with animated series including Snoopy in Space and The Snoopy Show.

Now, with Sony firmly in control, the message is unmistakable. In an industry obsessed with the next big thing, nostalgia still sells and Sony is betting big on a doghouse that refuses to age.

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