Bioworld is a leader in licensing apparel worldwide. They license both fictional characters like Mickey Mouse and Harry Potter as well as real people like Barack Obama. They have recently expanded into India where they face challenges from counterfeit merchandise but see potential for growth in character licensing especially for children as organized retail expands.

1. 12/14/2009 Bioworld - A melange of characters - …
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A melange of characters
By Aparna Sharon Isa Dass | December 10, 2009
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Bioworld is a leader in manufacturing and
distributing licensed, private label and branded
apparel worldwide. They have fully integrated
distribution centers in Dallas, TX; Minneapolis, MN;
Canada; Europe and India. Pankaj Sikka,
Manager- Brand Licensing, Bioworld speaks
about the opportunity for retailers in brand licensing
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Categories... Retail News
Aparna Sharon Isa Dass (ASID): What is the concept behind character
Location... licensing? Shahid Kapoor signs for Levi’s...
Personal Investment...
Pankaj Sikka (PS): Character licensing is the use of characters on merchandise
Häagen-Dazs opens first flagship outlet...
with logo, picture, punch line or any other recognisable feature of a character on it.
Häagen-Dazs, the w orld’s finest super-
It is usually done by a third party using the authorisation of the property copyright
premium ice cream, has made its entry into
owner. This can be real or non-fictional personas or real and fictional characters. Delhi, India’s historic capital - a perfect
We can also have non-human fictional cartoons as characters. For instance setting to... know m ore
Categories
human fictional characters like Hanna Montana, James Bond, Charlie Chaplin,
Automotive Austin Powers, Mr Bean. Human non-fictional like Laloo Prasad, Michael Jackson,
Bigshoebazaar announces new concept in o...
Beauty Salons & Supplies Barrack Obama, Harbhajan Singh etc and cartoon fictional character like Mickey
Mouse, Harry Potter, Dora the Explorer, Barbie, Superman, Batman, Spiderman Third 'Easyday Market' launched in India...
Business Services
etc.
Clothing Submit New s & PR m ore new s
Computer & Internet ASID: What all licensing categories does Bioworld cater to?
Daily Updates - Signup
PS: We have different categories of licensing in different geographic regions. For
Consultancy
instance,in America and Europe our license categories include music, Signup
Consumer Services
entertainment, beer / beverage and branded properties. Since we ventured into
Submit your email address to receive the latest updates.
Dealers and Distributors India quite recently so we have categories like music and entertainment as of
Education & Training
now. Latest Features
Entertainment Retail Branding
ASID: How did the idea to set up a base in India emerge and why?
Kids wear cashing on Character...
Financial PS: The idea to set up operations in India primarily started off with the increase in
Kids w ear market in India is burgeoning w ith...
Florists visibility of global brands in the Indian market. Global brands are available in Indian
markets and with the increase in awareness of Indian consumers have led to the Retail Technology
Food and Beverages
creation of huge demand in character based merchandise. IT lends an edge to retail...
Health Care & Fitness Technology has made the w orld a global...
Home Based Businesses ASID: What were the challenges faced while launching Bioworld through
retail perspective in India? Visual Merchandising
Immigration
PS: Since retail is still a part of the unorganised market, distribution was a major Success with alluring displays...
Interior Visual merchandising is the art of displaying...
concern in India. The biggest issue we faced was the abundant availability of
Jew ellery bootlegs and fake merchandise which were open in every nook and corner of the
Suppy Chain Management
MLM Businesses
country. The lack of support by the Government authority towards elimination of
Unforeseen disruptions in SCM...
such fake merchandise was a major setback. However we took the initiative of
Others Retailers are diverting their attention...
creating our own unique collection and made our presence felt in the market
Play School & Activity through our original licensed merchandise.
Centre
Interviews
Retail ASID: What does the future hold for a retailer into Brand/ character
Sanjay Vakharia, Director, Spykar
Travel licensing in India?
Denim wear moguls!...
PS: Global character and entertainment licensing industry is one of the largest
Schools Spykar aims to provide complete casual dressing
segments of the licensing business, and is highly recognised by the general for an individual’s fashion needs. It is a...
public. 44 per cent royalties in brand licensing come through Character Based
Merchandise (CBM). We understand and envision the same route for the Indian Manu Neelakandhan, Design Director, Idiom
market and thus our flagship has been CBM. Merchandising especially for kids An idiom of design!...
Investment in retail design never goes w rong as
has been our guiding light in India. With the growth of organised retail in the
it adds to the brand experience. Manu
country we envision a direct relational growth in character licensing. Neelakandhan,...
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