Green Gold Animation and Sreeleathers Join Hands to Expand Chhota Bheem’s Licensed Merchandise Footprint in India
Hyderabad-Based Green Gold Animation Expands Retail Footprint with Sreeleathers to Strengthen Chhota Bheem’s Licensed Merchandise Presence in Eastern India
Hyderabad/Bhubaneshwar, 19.02.2026[ADN] Green Gold Animation Pvt Ltd. has partnered with Sreeleathers to introduce a licensed children’s collection featuring its flagship IP, Chhota Bheem, marking a focused expansion of the brand’s merchandising presence in eastern India. The collection is now available through Sreeleathers’ retail network in Bhubaneswar as well as on its digital platform.
The collection, featuring Chhota Bheem, is being retailed through Sreeleathers’ store network in the city and on its website. The launch was marked by character appearances that drew strong participation from families, with children interacting with mascots of Chhota Bheem and characters such as Chutki and Kalia.
The licensed range includes children’s footwear and backpacks positioned for everyday school and lifestyle use. While character merchandise has traditionally been concentrated in metro markets, this partnership reflects a deliberate strategy to deepen distribution in high growth regional cities. Odisha, and Bhubaneswar in particular, represents a rapidly expanding consumer base with increasing demand for branded children’s products.
For Green Gold Animation, the collaboration aligns with its long term vision of building globally recognised entertainment brands rooted in Indian storytelling. Over the past two decades, Chhota Bheem has evolved from a television property into one of India’s most successful homegrown children’s franchises, spanning broadcast, theatrical releases, digital platforms and an expanding consumer products portfolio. Strengthening retail access in regional markets is central to sustaining that growth trajectory.
Speaking on the development, Rajiv Chilaka, Founder and CEO, Green Gold Animation Pvt Ltd., said, “From the very beginning, our vision has been to create Indian characters that can stand alongside global icons while staying rooted in our culture and values. Licensing is not just about products, it is about extending the life of a story into everyday experiences. Expanding into markets like Bhubaneswar allows us to bring Chhota Bheem closer to families across the country and strengthen the brand’s long term presence.”
Industry trends indicate that India’s licensed merchandise segment is witnessing steady growth, driven by rising content consumption among children and increasing preference for trusted characters in daily use categories. By combining Green Gold’s brand equity with Sreeleathers’ established retail infrastructure and local market presence, the partnership is expected to enhance visibility for both brands while meeting consumer demand for accessible, branded children’s products.
For Sreeleathers, the association adds a nationally recognised children’s brand to its portfolio, supporting its strategy to strengthen the kids segment. Character based products in essential categories such as footwear and back-to-school items (School bags and Accessories) are known to influence purchase decisions in family retail environments during school reopening periods, and contribute to sustained in-store engagement and repeat visits and can contribute to sustained store engagement.
The partnership reflects a broader shift within India’s entertainment ecosystem, where intellectual property is being developed not only for viewership but also for long term brand building across multiple consumer touchpoints. For Green Gold Animation, this marks another step in scaling Indian intellectual properties into sustainable, multi – format businesses with strong regional depth.
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