Kartasi books seeks to charm kids with Walt Disney cartoons deal
Kartasi Industries chief operating officer Arvind Badrinarayanan at his Industrial Area office. PHOTO | SALATON NJAU
What you need to know:
Kartasi Industries, has signed a license deal with US family entertainment firm Walt Disney Company (Africa) to use images of its cartoons to brand its books.
The deal is expected to increase the company’s sales by tapping the school children’s affinity to the cartoons.
A Kenyan stationery manufacturer, Kartasi Industries, has signed a license deal with US family entertainment firm Walt Disney Company (Africa) to use images of its cartoons to brand its books in a bid to attract young learners.
Kartasi Industries chief operating officer, Arvind Badrinarayanan said the deal is expected to increase the company’s sales by tapping the school children’s affinity to the cartoons.
“School children will be more inclined to buy our Disney and Marvel branded books because they can easily identify with the cartoon characters like Mickey Mouse and Spiderman,” said Mr Badrinarayanan.
He said Kartasi will be paying royalties to Disney for usage of the cartoons, but declined to reveal details of the contract.
Disney has to approve the designs first before production.
Exercise books, like the ones Kartasi produces have traditionally had plain, mundane designs-- which could now change as other manufacturers seek to respond to Kartasi’s move.
“This agreement sets us apart from the rest hence helping us avoid market price wars,” added Mr Badrinarayanan.
The cartoon designs are targeted at urban children who are more exposed to the Disney channel that airs on premium pay TV providers like DSTV. The Disney and Marvel exercise books are Kartasi’s premium brands.
A 200-page Kartasi exercise book sells for Sh155.
Mr Badrinarayanan said that the agreement adds value to the firm’s wide range of products. The firm produces 40 tonnes of paper products per day.
The Walt Disney Company Africa sales Manager William John said the licensing deal allows Kartasi to brand 65 types of their exercise and note books together with other stationeries using any Disney Channel and Marvel’s cartoon movie images.
Kartasi is the first African company licensed to use Disney cartoon images, Mr John said.
“We are very excited with the deal because Kartasi Industries is a leading stationeries manufacturer in the region and we think it forms a strong relationship that will bring exciting products to the East African market,” said Mr Badrinarayanan.
“What it means for us is that Kartasi is the first truly African licensee that produces in Africa and sells the products in the East African market.” Kartasi distribute their products in East and Central Africa reaching markets like Rwanda, Malawi and DRC Congo.
Mr John said that Disney’s minimum contract duration period is two years but Kartasi have an option of renewing the agreement after its expiry.
In 2013, US firm Time Warner, through its TV unit The Cartoon Network Inc, moved to Court to stop Kenyan company, Kenafric from using the BEN 10 character in packaging its chewing gum-- an indicator of how popular cartoons can drive sales.
The US firm alleged infringement of rights by associating the chewing gum with its brands, saying it could damage the reputation of Ben 10 and of goods branded with the label-- which includes toys, video games and clothing valued at Sh275 billion.
Kenafric, in its response, said its line of trade was distinct and there were no similarities between their goods that can confuse customers.
Time Warner is the world’s second-largest media and entertainment conglomerate in terms of revenue, behind The Walt Disney Company.
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