Myntra partners with Disney for Star Wars clothing collection

By

Isabelle Crossley

Published
Dec 14, 2017

As the latest film in the Star Wars franchise gears up to launch in India on December 15, Myntra have partnered with Disney to release a range of licenced clothing through their private brand, Kook N Keech.

Myntra has an increasing number of private brands and one of their most promoted is their casual wear label Kook N Keech which they chose as the vehicle for their recently launched Star Wars collaboration with Disney. The e-commerce giant has released a men’s, women’s, and children’s wear collection that features hoodies, t-shirts, sweat pants, shirts, shoes, bags, and hats that all feature Star Wars logos and characters.

Other brands that Disney have partnered with include the menswear label Celio; the Chinese smartphone business OnePlus; and Tata Motors. Hamleys, Lego, Hasbro, Funskool, Amazon, and Scholastic have also acquired licensing rights of the film. It is expected that a total of around 200 crore rupees (approximately 30 million dollars) will be generated in revenue through sales of such licensed products. Myntra have released a plethora of Star Wars items and are betting big on the film’s popularity.

India certainly has less brand tie ups than the UK and US for the film and Anand Chakravarthy, a Managing Partner of Wavemaker India opined: “For Disney in India, Star Wars is a good franchise but when you compare it to the world, India will add a drop in the ocean in terms of revenue. So their marketing budget in the country will also be limited.”

However, where international films were once incomparable to their Bollywood counterparts, many releases are now giving them a run for their money, apparent in the increasing number of brand deals being forged.