Pogo blazing a trail in market

After spinning a frenzy with Beyblades (which sold a million units in 2005), the Rs 120-crore organised toy market has been scorched by Blazing YoYos that have already sold 1.2 million units. The “toymaker” is actually Pogo, the #2 kids’ channel, that was launched to flank the Cartoon Network.

“We develop concepts for toys that take off from where other toys stop. For instance, we would never make a Dinky car, but if a car could fly then we would get into it,” says Jiggy George, Executive Director, Cartoon Network Enterprises, India and South Asia.

Priced between Rs 199 and Rs 595 for 28 variants, Blazing YoYos are supported by a programme on Pogo called Blazing Teens and have found many brands associations as well. “The Pogo range of toys are flying off the shelves,” says V. Rajaram, Business Head, Landmark.

The channel’s merchandise division is really getting aggressive now. Its big offering this summer is the new range of toys called Bucchki that will also feature in B.R. Chopra’s forthcoming film Boothnath.

— Shamni Pande